- I - 摘要 市场营销策略的改进可以使企业依据科学的方法开展营销工作，提升公司综合 竞争能力。本文目的在于通过调查研究为骊骅淀粉股份有限公司改进新的国内市场 营销策略，使公司不断增强竞争力。利用STP分析和SWOT分析对公司经营现状、 国内市场环境进行分析，再结合经典的4Ps营销基础理论，提出适合公司情况的国 内市场营销策略及其实施保障，使公司得到可持续发展。 首先，重点介绍了市场营销相关概念，回顾4Ps营销组合理论的发展，并简述 其发展的方向，阐述STP理论依据与实施方法。 其次，分析公司运营能力、营销现状，提炼公司营销中的问题及成因，分析公 司的营销环境。重点在于归纳公司营销现状，并且利用PEST模型归纳公司的发展环 境，通过近几年的数据统计分析公司在淀粉行业中的定位。 再次，以市场细分、市场选择和市场营销SWOT分析为基础，为公司制定比较 系统的市场营销策略的改进措施。根据行业发展特点与近几年淀粉行业的发展情况 对国内市场进行细分，提出差异化的策略指导意见。并利用SWOT分析进一步总结 公司发展策略的指导建议。最终从4Ps理论角度系统地改进公司的市场营销策略。 最后，从组织、人力、财务、技术和公关等方面提出保障措施，确保公司的国 内营销改进策略的顺利实施。 关键词：骊骅淀粉股份有限公司；SWOT分析；STP分析；市场营销策略 燕山大学工商管理学硕士学位论文 - II - Abstract The improvement of marketing strategy can make enterprises carry out marketing work according to scientific methods and improve the comprehensive competitiveness of the company. The purpose of this paper is to improve the new domestic marketing strategy for Lihua Starch Co., Ltd. through investigation and research, so that the company can continuously enhance its competitiveness. STP analysis and SWOT analysis are used to analyze the company's current business situation and domestic market environment. Combined with the classic 4Ps marketing basic theory, the domestic marketing strategy and implementation guarantee suitable for the company's situation are proposed, so that the company can achieve sustainable development. First of all, it focuses on the concept of marketing, reviews the development of 4Ps marketing mix theory, outlines the direction of its development, and expounds the theoretical basis and implementation methods of STP. Secondly, analyze the company's operation ability and marketing status, refine the problems and causes of the company's marketing, and analyze the company's marketing environment. The focus is to summarize the current marketing situation of the company, and use PEST model to summarize the development environment of the company, and analyze the positioning of the company in the starch industry through data statistics in recent years. Thirdly, on the basis of market segmentation, market selection and marketing SWOT analysis, the improvement measures for the company to formulate a more systematic marketing strategy. According to the characteristics of industry development and the development of starch industry in recent years, the domestic market is subdivided, and the differentiation strategy guidance is put forward. And use SWOT analysis to further summarize the guidance and suggestions of the company's development strategy. Finally, the marketing strategy of the company is systematically improved from the perspective of 4Ps theory. Abstract - III - Finally, from the aspects of organization, human resources, finance, technology and public relations, it puts forward safeguard measures to ensure the smooth implementation of the company's domestic marketing improvement strategy. Keywords: Lihua Starch Co., Ltd; SWOT model; STP analysis; Marketing strategy 目 录 - V - 目 录 摘要 .................................................................................................................................. I Abstract .............................................................................................................................. II 第1章 绪 论 ................................................................................................................... 1 1.1 研究背景与意义 ..................................................................................................... 1 1.1.1 研究背景 ........................................................................................................... 1 1.1.2 研究意义 ........................................................................................................... 1 1.2 国内外研究现状 ..................................................................................................... 2 1.2.1 国外研究现状 ................................................................................................... 2 1.2.2 国内研究现状 ................................................................................................... 3 1.2.3 国内外研究现状评述 ....................................................................................... 4 1.3 研究内容与方法 ..................................................................................................... 4 1.3.1 研究内容 ........................................................................................................... 4 1.3.2 研究方法 ........................................................................................................... 6 第2章 营销相关理论基础 ............................................................................................... 7 2.1 市场营销相关概念 ................................................................................................. 7 2.1.1 市场营销 ........................................................................................................... 7 2.1.2 市场营销环境 ................................................................................................... 7 2.1.3 市场营销方法 ................................................................................................... 8 2.1.4 市场竞争 ......................................................................................................... 11 2.2 4Ps营销组合理论及发展方向 ............................................................................. 12 2.2.1 4Ps .................................................................................................................... 12 2.2.2 发展方向 ......................................................................................................... 13 2.3 市场营销STP理论 .............................................................................................. 13 2.3.1 市场细分 ......................................................................................................... 13 2.3.2 目标市场选择 ................................................................................................. 13 2.3.3 市场定位 ......................................................................................................... 14 2.4 本章小结 ............................................................................................................... 14 第3章 骊骅淀粉股份有限公司营销环境与营销现状分析 ......................................... 15 3.1 公司营销环境分析 ............................................................................................... 15 3.1.1 PEST分析 ........................................................................................................ 15 3.1.2 行业市场需求分析 ......................................................................................... 17 3.1.3行业内竞争比较 .............................................................................................. 18 燕山大学工商管理学硕士学位论文 - VI - 3.1.4 玉米淀粉行业发展趋势分析 ......................................................................... 19 3.2 公司基本情况 ....................................................................................................... 21 3.2.1 公司发展历程与组织结构 ............................................................................. 21 3.2.2 公司的员工规模与结构 ................................................................................. 22 3.2.3 产品种类结构及规模 ........................................................