【摘要】：山東紅日阿康化工股份有限公司是一個(gè)歷史悠久、底蘊(yùn)深厚的老牌化工企業(yè)。公司始建于1965年,其前身是原國有企業(yè)山東紅日化工股份有限公司(山東紅日集團(tuán)下屬企業(yè))。2002年由俄羅斯阿康公司收購其國有股份,成為阿康控股的外資企業(yè)。目前復(fù)合肥產(chǎn)量100萬噸/年,居于全國前列。作為復(fù)合肥行業(yè)的先行者,紅日阿康的營銷曾在業(yè)內(nèi)創(chuàng)造過六個(gè)第一：第一個(gè)實(shí)施名牌戰(zhàn)略、第一個(gè)導(dǎo)入CI、第一個(gè)聘請(qǐng)形象代言人、第一個(gè)在央視做廣告、第一個(gè)打造知識(shí)型營銷隊(duì)伍、第一個(gè)提出服務(wù)承諾,搶先一步為企業(yè)建立起競爭優(yōu)勢(shì)。隨著科技和行業(yè)的發(fā)展,復(fù)合肥生產(chǎn)技術(shù)以及企業(yè)經(jīng)營水平不斷進(jìn)步,中國化肥市場國際化的進(jìn)程,國家農(nóng)業(yè)政策的調(diào)整以及農(nóng)民消費(fèi)觀念和習(xí)慣的改變,紅日阿康的營銷優(yōu)勢(shì)正受到越來越嚴(yán)峻的挑戰(zhàn)。雖然紅日阿康自“紅日型”技術(shù)專利發(fā)明20年來,進(jìn)行了多次技術(shù)改進(jìn)和工藝升級(jí),從生產(chǎn)配套到產(chǎn)品結(jié)構(gòu),都有了很大改善,但與行業(yè)頂尖企業(yè)仍有很大差距。紅日阿康需要重新審視市場環(huán)境和自身特點(diǎn),調(diào)整和制定新的營銷戰(zhàn)略,來適應(yīng)當(dāng)前的發(fā)展形勢(shì)。本文以山東紅日阿康公司為基礎(chǔ)研究對(duì)象,首先介紹了研究意義和方法；借助PEST、波特五力模型、SWOT模型、波斯頓矩陣、品牌金字塔等工具對(duì)行業(yè)發(fā)展環(huán)境以及企業(yè)內(nèi)外部營銷環(huán)境進(jìn)行了分析；闡明了企業(yè)新的發(fā)展方向,為企業(yè)擬定了以“多元化、多模式”為核心的新“雙多”營銷戰(zhàn)略架構(gòu),并提出了相應(yīng)的實(shí)施解決方案,使戰(zhàn)略更具有實(shí)際意義和可操作性,為紅日阿康經(jīng)營轉(zhuǎn)型和營銷轉(zhuǎn)型提供了重要參考。研究紅日阿康的營銷戰(zhàn)略,這對(duì)于整個(gè)行業(yè),尤其是使用“紅日型”技術(shù)的化肥企業(yè)充分認(rèn)識(shí)發(fā)展環(huán)境和趨勢(shì),鞏固和發(fā)揮自身優(yōu)勢(shì),制定符合行業(yè)及市場發(fā)展規(guī)律、適應(yīng)本企業(yè)需要的新的營銷戰(zhàn)略都有很強(qiáng)的借鑒意義。
[Abstract]:Shandong Hongri Akang Chemical Co., Ltd. is a long history, deep heritage of old chemical enterprises. The company was founded in 1965, its predecessor is the former state-owned enterprise Shandong Hongri Chemical Co., Ltd. (Shandong Hongri Group subsidiary enterprise). In 2002, the Russian Akang Company acquired its state-owned shares and became the foreign owned enterprise of Akang Holdings. At present, the output of compound fertilizer 1 million tons / year, ranked the forefront of the country. As a pioneer in the compound fertilizer industry, Hongri Akang's marketing has created six first in the industry: the first to implement the famous brand strategy, the first to introduce CII, the first to hire an image spokesman, and the first to advertise in CCTV. The first is to build a knowledge-based marketing team, the first to put forward a service commitment, the first step to build a competitive advantage for enterprises. With the development of science and technology and the development of industry, the production technology of compound fertilizer and the level of enterprise management have been continuously improved, the process of internationalization of China's fertilizer market, the adjustment of national agricultural policy, and the change of farmers' consumption concepts and habits, Red Aikang's marketing advantage is being more and more severe challenges. Since the invention of the "Red Sun" technology patent for 20 years, Hongri Akang has made many technological improvements and technological upgrades, which have greatly improved from the production matching to the product structure, but there is still a big gap with the top enterprises in the industry. Hongri Akang needs to re-examine the market environment and its own characteristics, adjust and formulate a new marketing strategy to adapt to the current development situation. In this paper, Shandong Hongri Akang Company as the basic research object, first introduced the significance and methods of the study, with the help of pest, Porter's five-force model SWOT model, Boston matrix, The paper analyzes the industry development environment and the internal and external marketing environment of the enterprise, clarifies the new development direction of the enterprise, and draws up a new "double multiple" marketing strategy framework with "diversification, multi-mode" as the core for the enterprise. The corresponding implementation solutions are put forward to make the strategy more practical and operable, which provides an important reference for Hongri Akang's business transformation and marketing transformation. To study the marketing strategy of Hongri Akang, this will fully understand the development environment and trend for the whole industry, especially the chemical fertilizer enterprises using the "Red Sun" technology, consolidate and give full play to their own advantages, and formulate laws consistent with the development of the industry and the market. The new marketing strategy to meet the needs of the enterprise has a strong reference significance.
【學(xué)位授予單位】：中國海洋大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F274;F426.72

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