摘要
近几年,饲料行业由卖方市场过渡到买方市场,大多数饲料企业面临着十
分严峻的市场环境。销售不畅、生产能力过剩、规模优势无法发挥、生产成本
居高不下、经济效益明显下降等一系列问题严重影响到企业的生存。在这种曰
益激烈的竞争的环境下,饲料企业必须运用营销理论,针对不同的市场环境,
结合企业自身的优劣,在企业的不同发展阶段,创造性的制定市场营销组合策
略,只有这样企业才能在激烈的市场竞争中立于不败之地。

本文运用迈克尔波特的五种竞争力量模型及SW.OT分析法,对富川公司的
内外环境和优劣势进行分析;在此基础上,针对目前公司营销策略上存在的问
题,重新确定了富川公司的目标市场,并进行了科学的市场定位。然后以4Ps
为主线,制定了公司的产品策略、价格策略、促销策略及渠道策略。

关键词:饲料,市场细分,市场定位,营销策略
Abstract
For the market of the feed form sellers' market transit to buyers' market theses
years, many feed enterprise face a flinty position, for example, sale yield decreased
and produce ability super abound and fixed the scale advantage and higher cost of
product, those questions take a heavy effect to the survive of the enterprise. In order
to grasp every potential advantage in the fierce market competition, the enterprises
have to apply the marketing theories, aim at different market environment, take both
their advantages and disadvantages into account, and put forward creatively the
combined strategy in different developing stages of enterprise.
This thesis adopts Porter's five models of competitors and SWOT analysis
theory to analyze both the internal and external environment and the advantages and
disadvantages of Fuchuan Co.Ltd. Based on this analysis, aiming at solving the
problems of company's marketing strategies, the thesis makes sure the correct target
market of Fuchuan CO丄td. and works out a scientific market orientation, and then
takes 4Ps as the main axis to draw up the product strategy, price strategy, promotion
strategy and retail strategy.
Key words: FeedMarket Segmentation,Market position,Marketing strategy