黑龙江大学硕士学位论文
Abstract
"Food is the first priority for the people. " With the country's strong and economic
development, due to the growing consumer demand for food, the agricultural industry
has become increasingly prosperous, more and more agricultural enterprises have
emerged in the market, and a large number of products have entered the market, the
brands and varieties of agricultural products on the table are becoming more and more
abundant, and the competition among agricultural products enterprises is becoming
more intense. In addition to "Golden Dragon Fish" , "Luhua" and other well-known
brands and products, there are many excellent agricultural enterprises. As one of the
most famous agricultural products enterprises in Heilongjiang, Group B has unique
geographical advantages and quality assurance. How can the group break through the
existing limitations, seize the opportunities and meet the challenges in today's fast
information dissemination, it is of great practical significance for the future
development of B group to improve the popularity and market share of its products by
effective marketing means.
This paper starts from the group's actual situation, under the guidance of STP and
4P theory, analyzes the group's marketing strategy from the outside to the inside. Using
PEST, SWOT and other analysis tools to study and analyze the marketing environment
of enterprises, combined with the industry, market and competitors. Get B Group's
marketing strategic planning, and put forward the product, price, channel, promotion
and service marketing strategy and ensure the smooth implementation of the marketing
strategy resource allocation proposals.
Keywords: Agricultural products industry; Agricultural market; Marketing strategy
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目录
目录
中文摘要 .........................................................................................................................I
Abstract...........................................................................................................................II
绪论 ................................................................................................................................ 1
一、研究背景 ........................................................................................................ .1
二、研究的目的和意义 ........................................................................................ .1
（一）研究目的 .............................................................................................. 1
（二）研究意义 .............................................................................................. 2
三、国内外研究现状 ............................................................................................. 3
（一）国外研究现状 ...................................................................................... 3
（二）国内研究现状 ...................................................................................... 5
（三）国内外研究现状评述 .......................................................................... 7
四、研究内容及方法 ............................................................................................. 8
（一）研究内容 .............................................................................................. 8
（二）研究方法 .............................................................................................. 9
第一章 研究理论基础 .............................................................................................. 11
第一节相关营销理论 ......................................................................................... 11
一、STP战略 ................................................................................................ 11
二、4P策略................................................................................................... 12
第二节相关分析工具 ......................................................................................... 14
一、PEST分析工具...................................................................................... 14
二、五力分析工具 ........................................................................................ 14
三、SWOT分析工具.................................................................................... 14
本章小结 ............................................................................................................... 15
第二章 B集团公司市场营销战略现状分析 ........................................................... 16
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黑龙江大学硕士学位论文
第一节 B集团公司基本概况 ............................................................................. 16
一、B集团公司背景简介 ............................................................................ 16
二、B集团公司组织概况 ............................................................................ 16
三、B集团公司营销战略概况 .................................................................... 17
第二节 B集团公司营销战略问题分析 ............................................................. 17
一、市场定位模糊 ........................................................................................ 17
二、品牌战略不清晰 .................................................................................... 20
三、目标市场沟通不畅 ................................................................................ 21
四、细分市场与渠道建设不匹配 ................................................................ 22
第三节 B集团公司营销战略问题的原因分析 ................................................. 23
一、战略定位原因 ........................................................................................ 23
二、营销思维原因 ........................................................................................ 24
本章小结 ............................................................................................................... 26
第三章 B集团公司市场营销战略环境分析 ........................................................... 27
第一节外部环境分析 ......................................................................................... 27
一、宏观环境分析 ........................................................................................ 27
二、行业环境分析 ........................................................................................ 29
第二节内部环境分析 ......................................................................................... 32
一、财务能力 ................................................................................................ 32
二、管理能力 ................................................................................................ 33
三、营销能力 ................................................................................................ 34
四、技术能力 ................................................................................................ 34
第三节 B集团公司 SWOT分析 ........................................................................ 36
一、环境分析 ................................................................................................ 36
二、SWOT分析结论.................................................................................... 43
本章小结 ............................................................................................................... 44
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