發(fā)布時(shí)間：2018-04-18 15:32

  本文選題：鱘魚 + 魚籽醬��； 參考：《蘭州大學(xué)》2015年碩士論文

【摘要】：隨著全球人口的增加和自然漁業(yè)資源的日益枯竭,消費(fèi)者對(duì)人工可循環(huán)性養(yǎng)殖模式及其水產(chǎn)品的需求日益劇增。本論文以鱘魚系列產(chǎn)品為核心對(duì)象,雖然鱘魚本身價(jià)值并不是很高,但深加工制品的市場(chǎng)潛力大、附加值高。所以鱘魚作為華大水產(chǎn)科技有限公司(簡(jiǎn)稱“華大”)的核心產(chǎn)品也與其用處、功效、市場(chǎng)潛力和涉及領(lǐng)域大有直接關(guān)系,而科學(xué)的可循環(huán)養(yǎng)殖模式為其提供了質(zhì)與量的保證,同時(shí)也減輕了自然捕撈和環(huán)境污染的程度。該公司擁有強(qiáng)大的科研實(shí)力,為了讓科技更好地改善生活,華大不斷地再將先進(jìn)的研究成果進(jìn)行產(chǎn)業(yè)化,再利用產(chǎn)業(yè)化收入反哺科研,打造一個(gè)以“產(chǎn)-資-研-學(xué)-產(chǎn)”的健康循環(huán)模式,為企業(yè)一個(gè)提供更好更長(zhǎng)久的發(fā)展。而本文中對(duì)產(chǎn)業(yè)推廣中的營(yíng)銷策略進(jìn)行了分析和設(shè)計(jì),為將產(chǎn)品順利推向市場(chǎng)、為公司獲得盈利能力,為公司樹立良好的品牌形象鋪平了道路。本文主要對(duì)鱘魚系列產(chǎn)品中的高附加值產(chǎn)品的鱘魚魚籽醬、普遍推廣產(chǎn)品鱘魚食品制品,以及具有強(qiáng)大市場(chǎng)潛力的鱘魚皮革制品、藥品和保健品的市場(chǎng)消費(fèi)量、消費(fèi)地域性差異、消費(fèi)人群分類、消費(fèi)習(xí)慣等狀況進(jìn)行了研究。分別從行業(yè)環(huán)境到公司內(nèi)部,從周邊政策和文化等大環(huán)境影響因素,再到個(gè)人消費(fèi)習(xí)慣等影響因素,從全球性市場(chǎng)到片區(qū)市場(chǎng)等多層次進(jìn)行了研究分析。首先,本文以鱘魚系列產(chǎn)品為核心,利用了PEST分析法對(duì)其所處的行業(yè)形勢(shì)及情況進(jìn)行了分析,用了波特五力競(jìng)爭(zhēng)模型對(duì)本行業(yè)內(nèi)目前的競(jìng)爭(zhēng)狀況進(jìn)行了闡述,還利用了SWOT分析模型對(duì)公司內(nèi)部環(huán)境及產(chǎn)品情況進(jìn)行了調(diào)研分析；其次,結(jié)合了管理學(xué)營(yíng)銷分析工具和STP理論制定了鱘魚產(chǎn)品的營(yíng)銷策略,最后利用分析結(jié)果進(jìn)而引出4P營(yíng)銷策略組合,制定了鱘魚系列產(chǎn)品的營(yíng)銷策略,確定了鱘魚系列產(chǎn)品的前期主攻產(chǎn)品是鱘魚魚籽醬,通過(guò)魚籽醬可快速獲得盈利能力來(lái)支撐公司運(yùn)作；鱘魚食品作為公司推廣產(chǎn)品,用于平攤成本及獲利的同時(shí),推廣和樹立公司的品牌形象；而鱘魚皮革制品、藥品和保健品等為潛力產(chǎn)品,它能夠保持公司持續(xù)市場(chǎng)領(lǐng)先及盈利能力�？傊�,華大公司從掌控魚類的苗種源頭到深加工產(chǎn)品的全產(chǎn)業(yè)過(guò)程,配合全新的營(yíng)銷手段擴(kuò)大了市場(chǎng)份額,提升了產(chǎn)業(yè)規(guī)格。通過(guò)產(chǎn)品營(yíng)銷使得公司從市場(chǎng)上獲得利潤(rùn),并擁有足夠的資金支持其良好的運(yùn)行,而公司良好的運(yùn)行則能推動(dòng)公司創(chuàng)新和環(huán)保,并為人類健康服務(wù),從而形成產(chǎn)業(yè)推動(dòng)科研,科研造福社會(huì)的可持續(xù)性發(fā)展。
[Abstract]:With the increase of global population and the depletion of natural fishery resources, consumer demand for artificial circular farming and its aquatic products is increasing rapidly.In this paper, Sturgeon series products as the core object, although the value of Sturgeon itself is not very high, but the market potential of deep processed products, high added value.Therefore, Sturgeon, as the core product of Huada Aquatic Science and Technology Co., Ltd ("Huada"), is also directly related to its use, efficacy, market potential and related fields.It also reduces the degree of natural fishing and environmental pollution.The company has a strong scientific research strength, in order to better improve the life of science and technology, Huadu continue to industrialize the advanced research results, and then use the income of industrialization to feed scientific research.To create a "industry-capital-research-learning-industry" health cycle model for an enterprise to provide a better and more lasting development.This paper analyzes and designs the marketing strategy in the industrial promotion, which paves the way for the products to be put into the market smoothly, for the company to gain the profit ability and for the company to set up a good brand image.This paper mainly deals with the market consumption of Sturgeon seed paste, Sturgeon food products, and Sturgeon leather products, medicines and health products with strong market potential, including Sturgeon seed paste, Sturgeon seed paste, Sturgeon food products, and Sturgeon leather products with strong market potential.Regional consumption differences, consumer population classification, consumption habits and other conditions were studied.From the industry environment to the company internal, from the peripheral policy and culture, and then to the personal consumption habits and other influencing factors, from the global market to the regional market and other multi-level research and analysis.First of all, this paper takes Sturgeon series products as the core, uses PEST analysis method to analyze the situation and situation of the industry, and describes the current competition situation in the industry by using the Porter's five-force competition model.SWOT analysis model is also used to investigate and analyze the internal environment and product situation of the company. Secondly, the marketing strategy of Sturgeon products is formulated by combining the management marketing analysis tools and STP theory.Finally, the 4P marketing strategy combination was drawn out by using the analysis results, and the marketing strategy of Sturgeon series products was formulated, and the Sturgeon seed paste was determined as the main product of Sturgeon series products.The company can be supported by quick profitability through fish seed sauce; Sturgeon food as a company promotion product, used to spread costs and profits while promoting and establishing the brand image of the company; and Sturgeon leather products,Pharmaceutical and health products are potential products that maintain the company's continued market leadership and profitability.In a word, Huada has expanded its market share and improved its industry specifications from the source of controlling fish species to the whole industry process of deep processing products.Through product marketing, the company gains profits from the market and has sufficient funds to support its good operation, which can promote innovation and environmental protection of the company and serve human health, thus forming an industry to promote scientific research.Scientific research benefits the sustainable development of society.
【學(xué)位授予單位】：蘭州大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F426.82;F274

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