随着国家经济高速发展，科技水平的提高，食品行业的发展和消费者日益增加的调味 品需求，为调味品产业的发展提供了机遇。调味品行业的巨大市场和良好发展前景，吸引 了越来越多的优势资本，从而使这个行业变得越来越激烈，竞争也日益加剧。海天调味品 较早的进驻了邢台市场，但销售成果一般，如何通过营销战略调整，重新使该品牌在邢台 市场继续快速发展，是本文研究的意义所在。 本文充分借鉴和运用战略管理与市场营销的主要思想和方法，运用文献分析法、调查 分析法等研究方法，剖析了海天调味品邢台市场的营销现状，包括调味品业概况、市场经 销商资源与能力及邢台市场营销存在的主要问题等。进而，借助 SWOT 矩阵模型和定量战 略评价矩阵（QSPM）选出适应邢台市场的营销战略，制定实施策略，达到提高企业竞争 力的目的。 通过本文研究可以得出的结论是：海天调味品在邢台市场的营销战略主要为：一是细 化产品结构战略，将中高端顾客的消费需求为核心目标，将中低端顾客的消费需求为次要 目标，对产品结构实施细化。二是优化定价传略，将高性价比作为发展方向，对产品定价 实施改进。三是整合渠道战略，将超市、便利店、酒店等实体店面作为主体，网络电商营 销为辅助，对渠道在深度和广度上予以延伸。四是整合传播战略，将“海天”口碑作为中 心，通过海天总部宣传策略实施整合传播。 本研究的创新之处是：引入战略管理和营销战略的理论和工具，对海天调味品邢台市 场营销的具体战略进行战略的分析、选择，并提出相应的实施策略，在研究角度、内容上 有一定的创新性。 本文的研究成果希望能给海天调味品在邢台市场的销售带来帮助，同时也为相关的调 味品产品的营销提供借鉴。 关键词：调味品 营销战略 SWOT 分析 实施策略II ABSTRACT With the rapid development of national economy, the improvement of science and technology level, the development of food industry and the increasing demand of condiment by consumers provide opportunities for the development of condiment industry. The huge market and good development prospects of condiment industry attract more and more advantageous capital, which makes the industry more and more fierce, and the competition is also increasing. Haitian seasoning entered the Xingtai market earlier, but the sales results are not so good. How to make the brand continue to develop rapidly in Xingtai market through marketing strategy adjustment is the significance of this paper. This paper makes full use of the main ideas and methods of strategic management and marketing, analyzes the marketing status of Haitian seasoning in Xingtai market, including the general situation of seasoning industry, the resources and ability of market dealers, and the main problems existing in Xingtai marketing. Then, with the help of SWOT matrix model and quantitative strategic evaluation matrix (QSPM), the marketing strategy adapted to Xingtai market was selected, and the implementation strategy was formulated to improve the competitiveness of enterprises. Through this study, we can draw the conclusion that: the marketing strategy of Haitian seasoning in Xingtai market is as follows: The first is to refine the product structure strategy, the high-end consumer demand as the core goal, the low-end consumer demand as a secondary goal, the implementation of product structure refinement. Second, optimize pricing strategy, will be high cost-performance as the direction of development, the implementation of product pricing improvement. Third, the integration of channel strategy, supermarkets, convenience stores, hotels and other physical stores as the main body, e-commerce marketing as a supplement to the channel in depth and breadth to be extended. Fourth, the integration of communication strategy, "Haitian" word-of-mouth as the center, through the Haitian headquarters to implement integrated communication strategy. The innovation of this study is: introducing the theory and tools of strategic management and marketing strategy, analyzing and selecting the specific marketing strategy of Haitian seasoning in Xingtai, and putting forward the corresponding implementation strategy, which is innovative in the research angle and content. The research results of this paper hope to help the sales of Haitian seasoning in Xingtai market, and provide reference for the marketing of relevant condiment products. KEYWORDS: condiments marketing strategy SWOT analysis Implementation strategy目 录 摘要...................... I ABSTRACT.............................II 第一章 绪论.....................- 15 - 1.1 论文选题背景...........- 15 - 1.2 研究意义和目的......- 16 - 1.3 研究现状....................- 16 - 1.3.1 国外研究现状...- 16 - 1.3.2 国内研究现状...- 18 - 1.3.3 研究评述............- 19 - 1.4 研究内容和创新点..- 19 - 1.5 研究方法和技术路线图........................- 20 - 第二章 相关概念和战略基础理论...........- 23 - 2.1 相关概念....................- 23 - 2.1.1 营销战略............- 23 - 2.1.2 调味品与调味品分类....................- 23 - 2.2 战略基础理论............... - 23 - 2.2.1 PEST 分析模型.............................- 23 - 2.2.2 STP 战略分析框架.......................- 24 - 2.2.3 SWOT 分析矩阵...........................- 24 - 2.2.4 内外部评价因素矩阵（IFE/EFE）.........................- 25 - 第三章 海天调味品邢台市场营销环境分析.......................- 27 - 3.1 宏观环境 PEST 分析.............................- 27 - 3.1.1 政治法律环境...- 27 - 3.1.2 经济环境............- 28 - 3.1.3 社会文化环境...- 30 - 3.1.4 技术环境............- 32 - 3.2 邢台市场调味品竞争分析...................- 32 - 3.2.1 邢台市场调味品行业竞争格局综述.......................- 32 - 3.2.2 邢台市场不同品牌调味品营销对比分析..............- 35 -3.3 海天调味品邢台市场消费者分析.....- 38 - 3.4 外部因素评价矩阵（EFE）...............- 38 - 3.5 小结............................. - 41 - 第四章 海天调味品邢台市场营销内部条件分析..............- 43 - 4.1 海天调味品概况......- 43 - 4.2 海天调味品邢台市场经销商资源与能力分析.............- 43 - 4.2.1 组织架构............- 43 - 4.2.2 人力资源............- 44 - 4.2.3 财务资源............- 45 - 4.2.4 营销能力............- 46 - 4.3 海天调味品邢台市场营销现状分析 - 46 - 4.4 海天调味品邢台市场营销问题分析 - 50 - 4.4.1 产品市场定位模糊，缺乏高端产品.......................- 50 - 4.4.2 缺乏切实有效的的价格机制......- 50 - 4.4.3 营销渠道运转不通畅....................- 51 - 4.4.4 传播观念和手段比较落后...........- 51 - 4.5 内部因素评价矩阵（IFE）.................- 52 - 4.6 小结............................. - 55 - 第五章 海天调味品邢台市场营销战略的选择...................- 57 - 5.1 备选战略方案的选择（SWOT）......- 57 - 5.2 具体营销战略的确定（QSPM）......- 59 - 5.3 小结............................. - 61 - 第六章 海天调味品邢台市场营销战略及实施策略..........- 63 - 6.1 海天调味品邢台市场营销战略 STP 定位分析............- 63 - 6.2 营销战略目标...........- 63 - 6.3 海天调味品邢台市场营销战略的实施策略..................- 66 - 6.3.1 细化产品结构战略的实施策略..- 66 - 6.3.2 优化定价战略的实施策略...........- 68 - 6.3.3 整合渠道战略的实施策略...........- 68 - 6.3.4 整合传播战略的实施策略...........- 69 - 6.4 小结............................. - 70 - 第七章 结论与展望........- 71 - 7.1 结论............................. - 71 - 7.2 展望............................. - 71 -。。。。。。以下内容略