第1章绪论.........................................................................................................1 1.1研究背景及意义...............................................................................................................1 1.2文献综述...........................................................................................................................4 1.3研究内容...........................................................................................................................6 1.4研究方法与创新点...........................................................................................................8 第2章相关概念及理论综述...........................................................................10 2.1相关概念阐述.................................................................................................................10 2.2相关理论基础.................................................................................................................12 第3章平原县D生物科技有限公司营销环境分析........................................16 3.1公司简介.........................................................................................................................16 3.2宏观环境.........................................................................................................................16 3.3行业环境.........................................................................................................................20 3.4内部环境.........................................................................................................................20 第4章平原县D生物科技有限公司营销现状及现存问题............................23 4.1组织架构及销售现状.....................................................................................................23 4.2营销策略现状.................................................................................................................23 4.3D生物科技有限公司营销现存问题.............................................................................25 第5章新旧动能转换背景下D生物科技有限公司营销策略制定..............29 5.1基于STP理论的目标市场定位.....................................................................................29 5.2基于4P和4C营销理论的营销策略制定.....................................................................30 第6章D生物科技有限公司营销策略实施的保障措施...............................35 6.1组织保障.........................................................................................................................35 6.2人才保障.........................................................................................................................35 6.3信息保障.........................................................................................................................36 第7章结论及展望...........................................................................................38 7.1结论.................................................................................................................................38 山东建筑大学硕士学位论文 V 7.2展望.................................................................................................................................38