十九大工作报告中指出，我国面临严重的产能过剩问题，解决产能过剩的资 深手段是供给侧改革，近些年,ZLSH在良好的市场基础上，努力寻求新的突破方向， 2017年开始公司执行贸易战略，从同行业竞争对手购买相关产品销售到下游客户 手中，近两年取得了一定的成效。 中粮集团是中国最大的粮食加工生产企业，承担着食品安全的重大责任，其 秉承“从田间到餐桌”的一站式服务理念。在广大消费者心中有良好的品牌形象。 ZLSH公司是中粮集团生化能源板块下属在吉林省设立的一家以销售中粮生化板块 项下4个工厂玉米深加工产品的企业，公司成立于2007年，公司以玉米淀粉为主 产品，同时销售饲料、DDGS、味精、柠檬酸、果糖、糊精等玉米深加工产品。其 中主产品玉米淀粉市场品牌良好，客户层级优秀，销售网络遍布全国，但是自2014 年国家玉米政策改变，东北地区玉米增收临储玉米价格逐渐走高，玉米库存迅速 增长。2017年以后临储玉米开始流入市场，玉米深加工行业走上了去玉米库存的 艰难道路，同时为响应国家玉米去库存政策，象屿集团、诸城兴贸集团、国投集 团等大集公司相继在东北投产，使得原本产能过剩的玉米深加工行业竞争更加激 烈，近两年行业利润水平一直徘徊在边际线附近，玉米淀粉销售工作面临空前的 难题。 本文以ZLSH实际面临的市场挑战出发，分析公司在销售中存在的问题和难点， 利用营销管理学相关知识，并结合客户调研。分析市场宏观、微观环境，对市场 进行明确细分和产品定位，利用现有资源，制定出一套以订单农业和平台营销相 结合的营销策略，旨在帮助企业走出价格竞争的泥潭，摆脱现在市场的竞争环境， 对未来的营销规划做相关保障，以确定营销方案可以有效落地，并对该方案提出 未来市场的展望。 关键词： 玉米淀粉产品 营销策略 平台 III Abstract ZLSH cofco biochemical energy sector is the subordinate company in jilin province to set up a sales cofco biochemical plates under 4 plant corn deep processing products, the company was founded in 2007, with corn starch as the main products of the company, at the same time sales of feed, DDGS, monosodium glutamate, citric acid, fructose, dextrin and other corn deep-processing products.Among them, the main product corn starch has a good brand in the market, excellent customer level, and a sales network all over the country. However, since the change of national corn policy in 2014, the price of corn in temporary storage increased gradually in northeast China, and the corn inventory increased rapidly.2017 began to store of corn in the flow, such as market, corn processing industry to corn stocks on the hard road, at the same time, in response to a national corn to inventory policy, xiangyu group, rejuvenating trade through cities group, investment group and other county in northeast China put into production in succession, make originally overcapacity corn processing industry more competitive, in the past two years industry profits hovers near the marginal line, the corn starch sales work faces unprecedented problems. The 19th National Congress of the Communist Party of China work report pointed out that our country face a serious problem of excess production capacity, senior means to solve the excess capacity is reform of the supply side, in recent years, ZLSH based on good market, seek new breakthrough direction, beginning in 2017 the company implement the trade strategy, from the same industry competitors buy related products sales to the downstream customers, has achieved certain success over the last two years. Cofco is the largest grain processing and production enterprise in China, which takes great responsibility for food safety and adheres to the one-stop service concept of "from field to table".In the hearts of the vast number of consumers have a good brand image. I V Based on the actual market challenges faced by ZLSH, this paper analyzes the existing problems and difficulties in the sales of the company, makes use of marketing management knowledge, and combines with customer research.Macro and micro analysis of market environment, to clear the market segmentation and product positioning, use of existing resources, develop a set of agricultural marketing platform in order with the combination of marketing model, designed to help companies out of the mire of the price competition, get rid of now of the market competition environment, marketing planning for the future to do related to security, to determine marketing scheme can effectively be born, and puts forward future market outlook for this scheme. Key words: Corn starch product； Marketing plan ；Platform V 目 录 摘要 ..................................................... I Abstract .................................................. III 目 录 ..................................................... V 第1章 绪论 ................................................ 1 1.1 研究背景和意义 ............................................................................... 1 1.1.1 研究的背景 ............................................................................... 1 1.1.2 研究的意义 ............................................................................... 2 1.2 研究的主要内容和方法 ................................................................... 2 1.2.1研究的内容 ................................................................................ 2 1.2.2 研究的方法 ............................................................................... 3 第2章 相关基础理论知识的概述 .............................. 4 2.1 4P营销策略组合理论的概述 .......................................................... 4 2.2 STP营销战略理论的概述 ................................................................ 5 2.3 营销策略制定的程序 ....................................................................... 7 第3章 ZLSH公司玉米淀粉产品营销策略现状及问题分析 ......... 8 3.1 公司发展总体情况的简介 ............................................................... 8 3.2 ZLSH公司玉米淀粉产品营销策略现状分析 .................................. 8 V I 3.2.1产品情况介绍 ............................................................................. 8 3.2.2 定价情况介绍 ............................................................................ 9 3.2.3 销售渠道介绍 .......................................................................... 10 3.2.4 产品促销策略 .......................................................................... 11 3.3 ZLSH玉米淀粉产品营销策略存在的问题分析 ............................. 11 3.3.1 产品无差异化问题 .................................................................. 12 3.3.2 定价单一问题 .......................................................................... 12 3.3.3 渠道老化问题 .......................................................................... 12 3.3.4 促销效果不明显问题 .............................................................. 13 第4章 ZLSH公司玉米淀粉产品市场营销环境的分析 ............ 14 4.1 ZLSH公司玉米淀粉产品市场的宏观环境分析 ............................. 14 4.1.1 政治因素分析 .......................................................................... 14 4.1.2 济环因素分析 .......................................................................... 15 4.1.3 社会因素分析 ........................................................................ 17 4.1.4 技术因素分析 .......................................................................... 17 4.1.5 宏观环境对淀粉产品的影响 .................................................. 18 4.2 ZLSH公司玉米淀粉产品竞争对手分析 ........................................ 18 4.3 ZLSH公司玉米淀粉产品客户行为分析 ........................................ 20 4.3.1 客户消费行为分析 .................................................................. 20 4.3.2 市场客户需求调研 .................................................................. 21 4.4 ZLSH公司内部环境分析 ................................................................ 25 VII 4.4.1 公司战略目标分析 ................................................................. 25 4.4.2公司人员现状分析 .................................................................. 25 第5章 ZLSH公司玉米淀粉产品市场营销策略分析设计 .......... 27 5.1 ZLSH玉米淀粉产品STP分析 ........................................................ 27 5.1.1 市场细分 ...............................................