本文選題：鱘魚 + 魚籽醬��； 參考：《蘭州大學》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,消費者對人工可循環(huán)性養(yǎng)殖模式及其水產品的需求日益劇增。本論文以鱘魚系列產品為核心對象,雖然鱘魚本身價值并不是很高,但深加工制品的市場潛力大、附加值高。所以鱘魚作為華大水產科技有限公司(簡稱“華大”)的核心產品也與其用處、功效、市場潛力和涉及領域大有直接關系,而科學的可循環(huán)養(yǎng)殖模式為其提供了質與量的保證,同時也減輕了自然捕撈和環(huán)境污染的程度。該公司擁有強大的科研實力,為了讓科技更好地改善生活,華大不斷地再將先進的研究成果進行產業(yè)化,再利用產業(yè)化收入反哺科研,打造一個以“產-資-研-學-產”的健康循環(huán)模式,為企業(yè)一個提供更好更長久的發(fā)展。而本文中對產業(yè)推廣中的營銷策略進行了分析和設計,為將產品順利推向市場、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。本文主要對鱘魚系列產品中的高附加值產品的鱘魚魚籽醬、普遍推廣產品鱘魚食品制品,以及具有強大市場潛力的鱘魚皮革制品、藥品和保健品的市場消費量、消費地域性差異、消費人群分類、消費習慣等狀況進行了研究。分別從行業(yè)環(huán)境到公司內部,從周邊政策和文化等大環(huán)境影響因素,再到個人消費習慣等影響因素,從全球性市場到片區(qū)市場等多層次進行了研究分析。首先,本文以鱘魚系列產品為核心,利用了PEST分析法對其所處的行業(yè)形勢及情況進行了分析,用了波特五力競爭模型對本行業(yè)內目前的競爭狀況進行了闡述,還利用了SWOT分析模型對公司內部環(huán)境及產品情況進行了調研分析；其次,結合了管理學營銷分析工具和STP理論制定了鱘魚產品的營銷策略,最后利用分析結果進而引出4P營銷策略組合,制定了鱘魚系列產品的營銷策略,確定了鱘魚系列產品的前期主攻產品是鱘魚魚籽醬,通過魚籽醬可快速獲得盈利能力來支撐公司運作；鱘魚食品作為公司推廣產品,用于平攤成本及獲利的同時,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品,它能夠保持公司持續(xù)市場領先及盈利能力。總之,華大公司從掌控魚類的苗種源頭到深加工產品的全產業(yè)過程,配合全新的營銷手段擴大了市場份額,提升了產業(yè)規(guī)格。通過產品營銷使得公司從市場上獲得利潤,并擁有足夠的資金支持其良好的運行,而公司良好的運行則能推動公司創(chuàng)新和環(huán)保,并為人類健康服務,從而形成產業(yè)推動科研,科研造福社會的可持續(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.
【學位授予單位】：蘭州大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F426.82;F274

【參考文獻】

相關期刊論文 前3條

1 危起偉,楊德國;中國鱘魚的保護、管理與產業(yè)化[J];淡水漁業(yè);2003年03期

2 陳金平,孫大江,張樹義,吳文化;鱘魚類系統(tǒng)進化的研究現狀[J];四川動物;2004年04期

3 姜禮燔;世界鱘魚資源及養(yǎng)殖前景[J];中國漁業(yè)經濟研究;1998年02期

相關碩士學位論文 前1條

1 陳雷;連云港港口物流競爭力研究[D];西北農林科技大學;2010年

，

本文編號：1768974