本文關(guān)鍵詞：SH農(nóng)化公司營銷策略研究　出處：《南昌大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 營銷策略 競爭 市場環(huán)境 成本

【摘要】：在當(dāng)今這個(gè)科學(xué)技術(shù)飛速發(fā)展的時(shí)代，世界經(jīng)濟(jì)正加速向著全球化和一體化的方向發(fā)展。國與國之間的時(shí)空距離將變得越來越近，經(jīng)濟(jì)之間的聯(lián)系也將變得越來越緊密。又由于全球經(jīng)濟(jì)危機(jī)的深刻影響，更加加劇了市場競爭的激烈程度。因此對于企業(yè)來說要想在激烈的市場競爭中保持優(yōu)勢并不斷發(fā)展壯大，有好的產(chǎn)品固然很重要，但是在產(chǎn)品數(shù)量種類日益豐富以及產(chǎn)品更新?lián)Q代速度不斷加快的當(dāng)今市場，合適的營銷策略對于企業(yè)來說就有著更為重要的現(xiàn)實(shí)意義。 經(jīng)過三十多年的努力經(jīng)營，雖然泰倉農(nóng)化已經(jīng)開拓了廣泛的國內(nèi)外市場、積累了先進(jìn)的生產(chǎn)工藝、研發(fā)了豐富的產(chǎn)品種類，并且依靠過硬的產(chǎn)品質(zhì)量樹立了良好的企業(yè)品牌形象，但是當(dāng)今的國內(nèi)外市場環(huán)境越發(fā)復(fù)雜多變，，加之受到全球經(jīng)濟(jì)危機(jī)的沖擊和不斷上漲的用工成本影響，泰倉農(nóng)化面臨著持續(xù)增加的經(jīng)營壓力。因此能否選擇合適的營銷策略將直接關(guān)系到泰倉農(nóng)化未來的生存發(fā)展壯大。我認(rèn)為針對不同行業(yè)和企業(yè)的特點(diǎn)來制定相應(yīng)的營銷策略，一方面有助于企業(yè)更好地適應(yīng)日新月異的市場環(huán)境，把握好企業(yè)未來發(fā)展的戰(zhàn)略方向；另一方面有助于企業(yè)降低經(jīng)營成本，從而獲得更多利潤；最后還能使企業(yè)產(chǎn)品更加符合客戶需求，不僅使企業(yè)產(chǎn)品和品牌深入人心，樹立了良好的企業(yè)品牌形象，還能占領(lǐng)更多的細(xì)分市場，真正達(dá)成企業(yè)與客戶雙贏的結(jié)果。 本文通過對泰倉農(nóng)化營銷策略現(xiàn)狀的分析研究并結(jié)合國內(nèi)外營銷策略的研究現(xiàn)狀、國內(nèi)外農(nóng)藥行業(yè)的營銷環(huán)境以及國內(nèi)外農(nóng)藥企業(yè)營銷策略的經(jīng)驗(yàn)；旨在通過理論聯(lián)系實(shí)際的方式幫助泰倉農(nóng)化發(fā)掘營銷策略現(xiàn)狀存在的問題；在提出改進(jìn)思路的基礎(chǔ)上進(jìn)一步給出新的營銷策略實(shí)施方案并針對實(shí)施過程中可能遇到的問題給出相應(yīng)的應(yīng)對措施。希望能為泰倉農(nóng)化今后的營銷策略提供具有預(yù)見性和實(shí)踐性的規(guī)劃方案，并且對國內(nèi)農(nóng)藥企業(yè)或其他類型的制造業(yè)企業(yè)市場營銷水平的提高和營銷策略的完善具有一定的參考借鑒價(jià)值。
[Abstract]:In the era of rapid development of science and technology, the world economy is accelerating to the direction of globalization and integration. The space-time distance between countries will become closer and closer. Economic ties will also become ever closer. And because of the profound impact of the global economic crisis. So it is very important to have good products to keep the advantage and grow in the fierce market competition. However, with the increasing variety of products and the increasing speed of product upgrading, the appropriate marketing strategy has more practical significance for enterprises. After more than 30 years of hard work, although Taicang Agricultural Chemical has opened up a wide range of domestic and foreign markets, accumulated advanced production technology, developed a rich variety of products. And rely on excellent product quality to establish a good corporate brand image, but today's domestic and foreign market environment is more complex and changeable, coupled with the impact of the global economic crisis and rising labor costs. Taicang Agricultural Chemical Company is faced with increasing management pressure. Therefore, whether or not to choose the appropriate marketing strategy will be directly related to the future survival, development and growth of Taicang Agricultural Chemical Company. I think that according to the characteristics of different industries and enterprises to formulate the corresponding. A marketing strategy. On the one hand, it is helpful for enterprises to better adapt to the ever-changing market environment and grasp the strategic direction of the future development of enterprises; On the other hand, it is helpful to reduce the operating cost and gain more profit. Finally, it can make enterprise products more in line with customer needs, not only make enterprise products and brands go deep into the hearts of the people, set up a good corporate brand image, but also occupy more market segments. Truly achieve a win-win business and customer results. Based on the analysis and study of the present situation of the marketing strategy of Taicang Agricultural Chemical Company and the present situation of the domestic and foreign marketing strategy, the marketing environment of the pesticide industry at home and abroad and the experience of the pesticide enterprise marketing strategy at home and abroad are discussed in this paper. The purpose of this paper is to help Taicang Agricultural Chemical Company to explore the problems existing in the present situation of marketing strategy by integrating theory with practice. On the basis of putting forward the improvement ideas, this paper further gives the new marketing strategy implementation plan and the corresponding countermeasures in view of the problems that may be encountered in the process of implementation. It is hoped that the future marketing strategy of Taicang Agricultural Chemical Company will be provided with the following suggestions. A predictable and practical planning plan. And it has certain reference value for the improvement of marketing level and the perfection of marketing strategy of domestic pesticide enterprises or other kinds of manufacturing enterprises.
【學(xué)位授予單位】：南昌大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F274;F426.72

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