發(fā)布時(shí)間：2018-10-24 19:57

【摘要】：變性淀粉行業(yè)是近一個(gè)世紀(jì)以來(lái)興起的新興行業(yè),也被稱為朝陽(yáng)行業(yè),變性淀粉的使用量和范圍非常廣,可以用在諸多的領(lǐng)域,不但在食品配料與添加劑行業(yè)廣泛應(yīng)用,也是許多不可再生能源的潛在替代品。隨著人們生活質(zhì)量的不斷提高以及不可再生資源的日益貧乏,加上社會(huì)對(duì)環(huán)境保護(hù)的日益重視,變性淀粉的應(yīng)用領(lǐng)域越來(lái)越廣泛。所有這些為以主要生產(chǎn)變性淀粉的S企業(yè)帶來(lái)了機(jī)遇和挑戰(zhàn)。因此如何能正確的分析國(guó)內(nèi)變性淀粉行業(yè)的當(dāng)前環(huán)境和競(jìng)爭(zhēng)態(tài)勢(shì),并且采用正確的市場(chǎng)營(yíng)銷策略成為了S企業(yè)的重要課題。本文將從以下幾個(gè)方面對(duì)這個(gè)課題進(jìn)行調(diào)查分析,希望能給S企業(yè)以及其他已經(jīng)或者準(zhǔn)備在變性淀粉行業(yè)開(kāi)展業(yè)務(wù)的企業(yè)提供有益的借鑒。本論文研究思路：第一,提出論文研究的背景、意義和論文的總體思路；第二,對(duì)相關(guān)的理論進(jìn)行綜述,例如：4C、4P、4R理論以及市場(chǎng)營(yíng)銷理論；第三,對(duì)S企業(yè)的現(xiàn)狀級(jí)存在問(wèn)題進(jìn)行分析；第四,對(duì)S企業(yè)的營(yíng)銷環(huán)境進(jìn)行進(jìn)一步分析；第五也是最重要的,以S企業(yè)為例對(duì)S企業(yè)自身的營(yíng)銷策略和經(jīng)營(yíng)狀況進(jìn)行優(yōu)勢(shì)、劣勢(shì)、機(jī)會(huì)和威脅的SWTO分析,最后制定營(yíng)銷策略,以期能夠?yàn)镾企業(yè)的營(yíng)銷提供幫助。
[Abstract]:The denatured starch industry is a rising industry in the past century. It is also called the sunrise industry. The use and scope of modified starch are very wide and can be used in many fields, not only in the food ingredients and additives industry, but also in the industry of food ingredients and additives. It is also a potential alternative to many non-renewable sources of energy. With the continuous improvement of people's quality of life and the increasing poverty of non-renewable resources, and the increasing attention of society to environmental protection, the application of modified starch is becoming more and more extensive. All these bring opportunities and challenges to S enterprises which mainly produce modified starch. Therefore, how to correctly analyze the current environment and competition situation of domestic modified starch industry and adopt the correct marketing strategy has become an important subject of S enterprise. This paper will investigate and analyze this subject from the following aspects, hoping to provide useful reference for S enterprises and other enterprises that have or intend to do business in the denatured starch industry. The main research ideas of this thesis are as follows: first, the background, significance and general idea of the thesis are put forward; second, the relevant theories are summarized, such as: 4CX 4PU 4R theory and marketing theory; third, The existing problems of S enterprise are analyzed; fourth, the marketing environment of S enterprise is further analyzed; the fifth is the most important, taking S enterprise as an example, the advantages and disadvantages of S enterprise's own marketing strategy and management condition are analyzed. SWTO analysis of opportunities and threats, and finally develop marketing strategies, in order to help S enterprise marketing.
【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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本文編號(hào)：2292396