進入21世紀,隨著全球化的高速發(fā)展,企業(yè)面臨著嚴峻挑戰(zhàn).如何在激烈的復(fù)雜環(huán)境中占有一定的市場份額和實現(xiàn)較好的業(yè)績增長,是每個企業(yè)必須面對的重要課題。在應(yīng)對上述挑戰(zhàn)中,營銷管理扮演著重要角色,而在營銷管理過程中,關(guān)鍵因素就是能夠結(jié)合企業(yè)的實際營銷情況制定指導(dǎo)營銷活動并可落地操作的營銷策略.一般來說,正確的營銷策略,往往需要把制度性和靈活性結(jié)合起來.企業(yè)必須堅持一種有效的營銷策略,另一方面,企業(yè)也必須不斷運用新方法來改進自己的營銷策略,去適應(yīng)不斷變化的外界環(huán)境和客戶需求。隨著近幾年我國經(jīng)濟的高質(zhì)量發(fā)展,促進了我國調(diào)味料行業(yè)的快速發(fā)展,此行業(yè)潛在的巨大市場和發(fā)展前景吸引很多優(yōu)勢資本等進入,使得行業(yè)的競爭變得越來越激烈。A公司在華南區(qū)深耕10年,雖取得一些銷售業(yè)績,但隨著市場的快速變化和自身存在的營銷問題,這幾年銷售業(yè)績一直增長緩慢,加之公司有上市銷售業(yè)績的硬性考核指標,急需進行營銷策略的調(diào)整。本文依據(jù)營銷績效、工業(yè)品營銷理論、價值鏈理論以及STP理論等所學的系統(tǒng)營銷管理理論,基于對調(diào)味品A公司華南區(qū)近4年的實際經(jīng)營情況,運用文獻分析法、案例分析法、數(shù)據(jù)分析法、訪談等研究方法對所在工作單位的營... 

【文章來源】：廣東外語外貿(mào)大學廣東省

【文章頁數(shù)】：168 頁

【學位級別】：碩士

【文章目錄】：
ACKNOWLEDGEMENTS
ABSTRACT
摘要
LIST OF ABBREVIATIONS
CHAPTER1 INTRODUCTION
    1.1 Research background of the thesis
    1.2 Research purpose and significance of the thesis
    1.3 The research framework and method of the thesis
        1.3.1 The research framework of the thesis
        1.3.2 Research method of the thesis
CHAPTER2 LITERATURE REVIEW
    2.1 The meaning of marketing performance and its influencing factors
        2.1.1 Marketing performance
        2.1.2 Performance Marketing
        2.1.3 Factors affecting marketing performance
    2.2 Marketing strategies for industrial products
        2.2.1 Review of domestic and foreign literature on industrial productmarketing strategies
        2.2.2 Characteristics of industrial products and markets and the differenceswith consumer product marketing
    2.3 Value chain theory
        2.3.1 Value chain theory and analysis methods
        2.3.2 Development of value chain theory at abroad
        2.3.3 The development of value chain theory in China
    2.4 STP theory
        2.4.1 STP theory:market segmentation,target market,market positioning
        2.4.2 STP theory literature review
CHAPTER3 CASE DESCRIPTION AND PROBLEM ANALYSIS
    3.1 Company Profile
        3.1.1 Company profile,business model and industry description
        3.1.2 Company business model
        3.1.3 Main operating conditions（Internal financial data from the company）
    3.2 The main problems in the current marketing work in South China and thespecific manifestations and causes of the problems:
        3.2.1 Main problem
        3.2.2 The specific performance of marketing status issues and
        3.2.3
CHAPTER4 CASE ANALYSIS
    4.1 Company A's position in the value chain
        4.1.1 Company A value chain overview
        4.1.2 Company A's competitive position in the industry value chain
    4.2 Company A competitive environment analysis
        4.2.1 Analysis of supplier influencing factors:the bargaining power ofsuppliers is weak
        4.2.2 Analysis of buyer's influence factors
        4.2.3 Analysis of influencing factors for potential entrants
        4.2.4 Analysis of the influencing factors of substitutes
        4.2.5 Analysis of factors influencing the competition degree of competitorsin the same industry
    4.3 SWOT analysis of the company's market in South China
        4.3.1 Analysis of external opportunities
        4.3.2 Analysis of External Threat:Industry Characteristics Blocking andIncreasing Competition Pressure
        4.3.3 Advantages within the company
        4.3.4 Weaknesses in internal the company
    4.4 Company A's southern China target market and positioning analysis
        4.4.1 Market segmentation and target market selection plan
        4.4.2 Market positioning plan
CHAPTER5 MARKETING STRATEGY SUGGESTIONS
    5.1 Company A marketing strategy optimization suggestions
        5.1.1 Based on the company's customized product strategy
        5.1.2 Channel strategy based on the company's unique advantages
        5.1.3 Based on Company A's customized price strategy
        5.1.4 Promotion strategy based on value chain theory
    5.2 Company A's marketing implementation guarantee measures
        5.2.1 Guarantee of marketing finance
        5.2.2 Guarantee of company organization and management
        5.2.3 Guarantee of talents and culture
CHAPTER6 CONCLUSIONS AND MANAGEMENT IMPLICATIONS
    6.1 Main conclusion
    6.2 Management inspiration
    6.3 Research limitations and future prospects
REFERENCES
APPENDIX


【參考文獻】：
期刊論文
[1]基于波特五力模型的開放大學核心競爭力分析[J]. 劉翔,謝建羅.  湖北廣播電視大學學報. 2016(04)



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