本文關(guān)鍵詞：河南心連心化肥有限公司營銷模式研究　出處：《鄭州大學》2015年碩士論文　論文類型：學位論文

  更多相關(guān)文章： 復合肥 營銷模式 體驗式營銷 服務(wù)營銷 種肥同播 心連心

【摘要】：河南心連心化肥有限公司(以下簡稱心連心公司)是1969年建廠的化肥企業(yè),在其發(fā)展歷程中,經(jīng)歷了化肥企業(yè)從計劃經(jīng)濟時期到化肥市場的開放,從國有體制到民營改制,以至新港兩地上市的整體發(fā)展歷程,見證了我國化肥行業(yè)市場體制改革的整體過程。在其四十多年的發(fā)展中,隨著國家政策、消費群體需求的不斷變化,通過不斷研究和調(diào)整營銷模式,形成了一套適合自身發(fā)展和文化特質(zhì)的營銷管理模式。本文以“心連心營銷模式的發(fā)展”為案例,結(jié)合市場營銷的基礎(chǔ)理論,分析了化肥行業(yè)的競爭環(huán)境,并運用SWOT分析對心連心公司內(nèi)外部環(huán)境做了全面解析,介紹了企業(yè)在不同發(fā)展時期,研究國家政策及消費群體需求的變化,對公司營銷模式進行不斷優(yōu)化和完善的過程,同時對適應(yīng)國家政策、消費群體需求和企業(yè)產(chǎn)品及文化特質(zhì)的種肥同播模式的確立、運行、問題和發(fā)展進行了深入的分析。在化肥行業(yè)大跨步發(fā)展和市場競爭日益激烈的今天,營銷模式的不斷創(chuàng)新和發(fā)展是企業(yè)走向壯大的必由之路,如何研究國家政策的導向和由此帶來的消費理念的變化,探索一套適合企業(yè)自身發(fā)展和文化特質(zhì)的營銷體系是所有化肥企業(yè)需要研究的重要課題,希望通過本文為化肥企業(yè)營銷模式的研究提供一個有益的借鑒。
[Abstract]:Henan Xinlianxin Fertilizer Co., Ltd (hereinafter referred to as Xinlianxin Co., Ltd.) is the chemical fertilizer enterprise that built the factory in 1969. In its development course, it has experienced the chemical fertilizer enterprise from the planned economy period to the chemical fertilizer market opening. From the state-owned system to the private sector reform, as well as the overall development of Newport dual listing, witnessed the overall process of the reform of the chemical fertilizer industry market system in China. In its more than 40 years of development, along with the national policy. The constant change of consumer group demand, through the research and adjustment of marketing model, has formed a set of marketing management model suitable for their own development and cultural characteristics. This paper takes the development of "heart-to-heart marketing mode" as a case study. Combined with the basic theory of marketing, this paper analyzes the competitive environment of chemical fertilizer industry, and makes a comprehensive analysis of the internal and external environment of Xinlinxin Company by using SWOT analysis, and introduces the different development periods of the enterprise. Research the change of national policy and consumer group demand, optimize and perfect the marketing mode of the company, and adapt to the national policy at the same time. The establishment, operation, problems and development of the co-seeding mode of fertilizer production and cultural characteristics of the consumer group and the enterprise products and cultural characteristics have been deeply analyzed. Today, the fertilizer industry is developing rapidly and the market competition is becoming increasingly fierce. The continuous innovation and development of marketing model is the only way for enterprises to grow. How to study the orientation of national policy and the change of consumption concept brought about by it. It is an important task for all chemical fertilizer enterprises to explore a set of marketing system suitable for their own development and cultural characteristics. It is hoped that this paper will provide a useful reference for the study of the marketing mode of chemical fertilizer enterprises.
【學位授予單位】：鄭州大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F426.72;F274

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