摘 要近年来,我国海鲜行业发展势头迅猛,已逐渐成为农业产业中发展速度最快、经济效益最好的一个行业。由于利益导向,以海鲜为主体产品的企业数量激增,竞争日趋激烈,加之海鲜商品种类的零”差异化,使得海鲜企业的利润率陡然下滑。这时越来越多的企业意识到营销的重要性,靠现行单一的、粗放的销售方式难以维持企业利润增长,如何规划制定出适合企业长期发展的营销策略,就成为了现在大家共同关注的焦点。大连DH海鲜于2009年成立,是一家集水产品加工、仓储物流以及海鲜销售为一体的综合型企业。成立之初,大连DH海鲜开辟的营销渠道和营销思路取得了巨大成功,销售额快速增长,但随着企业的发展壮大,整体营销过程中遇到了诸多问题,限制企业的快速成长。如何基于企业现实情况调整企业的营销策略,提高企业市场竞争力,持续保持企业长期稳固发展,成为企业亟待解决的问题。本文将以现阶段海鲜行业所处大环境为背景,以大连DH海鲜公司为研究对象,在市场调研和分析的基础上,通过对企业总体营销环境和营销模式现状进行系统分析,提出营销中存在的问题,运用五力分析模型,4P分析等方法,找到企业在行业中遇到的现存风险和潜在风险,发现有利于其发展的机会,以此为依据,立足企业的长期发展,引入全局价值链营销理念,按照企业组织系统再造、企业品牌塑造提升的思路,为其提供切实可行的全局价值链营销策略组合,为企业在短期内实现扭亏为盈,并获得长期可持续发展进行全面指导。关键词:海鲜;市场营销策略;全局价值链营销;品牌塑造AbstractIn recently years,Chinese seafood industry developed rapidly. It has became one of thebest economic sectors that growing fast. Because of interest-oriented, seafood as the mainproducts of the enterprises surged increase completely. There's no gap of seafood types .Itmakes the seafood corporate profit margins suddenly slowed down. Then more and morecompanies realize the importance of marketing,It's difficult to grow corporate profit on thecurrent single and rugged way .Now it has became a common concern focus that how to planfor long-term development of enterprise developing a marketing strategy.Dalian DH Seafood was established in 2009.1t’s a integrated enterprise that collectsaquatic products processing,warehousing, logistics and seafood salting. Inception,DalianDH’s seafood marketing channels and marketing ideas was a huge success. Because of salesgrowing and the business developing, he process of overall marketing encountered manyproblems, what makes the companies grow slowly .How to adjust the corporate marketingbased on the enterprise reality strategy How to enhance the market competitiveness ofenterprises. How to maintain long-term stable development of enterprises It become aserious problem.This paper,s backdrop will present stage in which the seafood industty environment andstudy Dalian DH seafood companyBasing on the market research and analysis, theenvironment through the company's overall marketing and marketing models for systemanalysis .It gets marketing presence problems, using five forces analysis model 4P analysisand other methods,to find companies in the industry risks encountered in existing,potentialrisks and favorable of their development opportunities. Basing on that the paper makelong-term development of enterprises,the introduction of a whole value of marketing concept,reengineering the organizational systems, corporate branding to enhance the idea of providinga practical combination of whole value chain marketing strategies for businesses to achieveprofitability in the short term and long-term sustainable development of comprehensiveguidance.Key Words: Seafood; Marketing Strategy; Whole Value Chain Marketing; BrandBuilding1绪论1.1研究背景近年来,海鲜类产品越来越多的得到人们的青睐,人均消费量增速不断加快,海鲜市场总额稳步增加,相关数据表明,近10年来,整个水产行业的复合增长率保持在8%-10.6%,而同期水产品的人均占有量增速为2.2%,人均消费量增速超过人均占有量增速5.8个百分点以上,可见国内市场对水产品的需求保持持续增长并呈增速加快的趋势,同时对水产品消费需求的增长速度已经高于水产品供给的增长速度。与此同时,国家在政策上加大对海鲜行业的扶持力度,大力推进海产养殖、海产捕捞以及海鲜流通渠道等基础设施建设投资,为海鲜行业的发展创造了极为有利的大环境。在这样的背景下,海鲜行业的参与者获得了非常好的机遇,当然,同时也是对海鲜从业企业如何在庞大的市场中生存、发展、壮大带来了巨大考验,这些考验来自于日益提高的消费者认知水平,国家产业政策和相关法规的完善和调整,跨国企业的越洋竞争,本土市场几万家水产企业的虎视耽耽。大连DH海鲜公司在上述的背景下迅速崛起,经过四年多的发展和市场运作,已将其系列产品通过渠道创新,品牌塑造,摆脱了传统海鲜企业的经营模式,获得了与竞争对手差异化发展的巨大市场空间。但是随着大连DH海鲜的营销模式、产品理念、操作思路被不断模仿,市场上大量同质化产品出现,价格竞争异常激烈。同时,DH海鲜在不断扩张区域市场的过程中,连续多线开展高投入的大规模营销策略,给企业良性发展带来了诸多问题,尤其是市场高成长性并未带来预期的盈利目标,距离企业在成立之初设定的目标也越来越远,大连DH海鲜2012-2013财务年度的总体销售额出现近8%的下滑,至本财务年度结束,连续三年企业合并财务报表显示亏损,使企业经营者的信心备受打击。综上所述,一个巨大的系统性问题“堰塞湖”正在大连DH海鲜内外形成。如何转变营销策略,制定适合企业未来发展的营销计划,对现在的大连DH海鲜十分重要。1.2研究目的以大连DH海鲜为个案,结合当下大的行业社会环境,多角度的对其进行分析,找出营销等各个环节中存在的影响其发展的症结所在,并引进“全局价值链营销”的理念,全面对其营销理念及方式方法进行革新,对症下药,尽可能彻底的解决大连DH海鲜在发展过程中的问题,并为存在类似问题的企业提供广义上的帮助,从而促进整个行业的健康发展。