摘要
摘要
香精香料产业在我国的国民经济中占据着十分重要的地位，是不可缺少的支
柱产业之一，与烟酒生产、食品生产、化学日用品制造等行业有着密不可分的关
系。我国的社会经济正在飞跃式地发展中，人民的生活水平以及日常消费与享乐
需求也在持续性地上涨中，这些因素对食品、化工、烟草等行业的发展起到了不
少的助推作用，进而使香精香料产业也迎来了新的生机。看到了中国香料市场的
发展潜力和市场空间，越来越多的来自境内外的资金开始注入香精行业。另一方
面，这些巨头公司拥有丰富的经验，成熟的技术和雄厚的资金，这无疑导致我国
香精香料企业生产空间受挤压。
本文选取云南 KR香精公司作为研究对象，紧密围绕 PEST模型、结合波特
五力模型，采用 SWOT矩阵分析企业内部经营环境，提出适合云南 KR香精公
司发展的集中型战略。本文采用了问卷调查法和访谈法，了解现有客户对云南 KR
香精公司产品、价格、渠道和促销方面的满意度情况，指出了目前企业营销过程
中存在着的诸多问题，例如产品结构单一、品种不全、缺乏创新等问题，定价缺
乏灵活性，营销渠道结构差强人意，促销手段单一且固定、没有执行到位等。针
对这些问题将市场细分，进而选择目标市场，使公司的市场定位更加清楚，并且
结合 4Ps营销组合策略，提出适合公司当前的营销策略优化方案，包括改进产品
工艺，开发新业务市场，丰富产品系列，优化产品结构以满足客户个性化定制需
求；设计灵活可控的定价策略，实施差异化定价，制定出多样化的分销策略，实
行多渠道营销；设计灵活的促销策略等。通过理论与实践的分析，经济全球化背
景下的企业与中国新经济常态下的营销战略，帮助企业了解本公司的产品，市场
的现状和选择，能够更好地抓住机遇，增强企业经营活动的适应性，成为企业竞
争力的核心。本文所作出的一系列研究对于香精香料行业在制定以及实施同类型
企业的营销策略借鉴价值较高。
关键词：香精香料；营销策略；集中战略
I

Abstract
Abstract
The industry of essence and fragrance occupies a very important position in
China's national economy, and is also one of the indispensable pillar industries. This
industry is closely related to our daily life, and it is also an indispensable important raw
material for tobacco and alcohol industry, food industry, daily chemical industry and
other industries. China's social economy is developing by leaps and bounds, and
people's living standard and daily consumption and enjoyment demand are also on the
rise, effectively promoting the development of food, chemical, tobacco and other
industries, so that the flavor and fragrance industry will also develop accordingly. Due
to the huge development potential and market space of Chinese spice market, foreign
spice giants come to Invest and set up factories in China. With long-term technical
experience, advanced production technology, rich market development experience and
strong financial strength, they have occupied most of the high-end market share of
flavor and fragrance in China, leading to squeezed production space and threatened
business environment of flavor and fragrance enterprises in China.
This paper selects Yunnan KR Flavor and Fragrance Company as the research
object, analyzes the industry environment and competitive environment of Porter
Company closely around THE PEST model, uses SWOT matrix to analyze the internal
operating environment of the company, and proposes a centralized strategy suitable for
the development of Yunnan KR Flavor and Fragrance Company. Through questionnaire
investigation and interview method, understand the existing customers of Yunnan KR
Flavor and Fragrance Company products, price, channel and promotion satisfaction
situation, points out the enterprise marketing, there are many problems in the process
of such as single product structure, variety is not complete, such problems as lack of
innovation, pricing lack of flexibility, marketing channel structure, promotion of the
single and fixed, not in place, etc. After market segmentation and target market
selection, the market positioning will be clear, and the 4Ps marketing mix strategy will
be integrated to put forward suggestions for optimizing the current marketing strategy
of the company, including improving product technology, developing new business
II

Abstract
market, enriching product series, and optimizing product structure to meet the
customized needs of customers. Design flexible and controllable pricing strategy,
implement differentiated pricing, formulate diversified distribution strategy and
implement multi-channel marketing; Design flexible promotion strategies and so on.
Through the analysis of theory and practice, the marketing strategy of enterprises under
the background of economic globalization and China's new economic normal can help
enterprises understand the current situation and choice of product fields or markets,
better grasp the opportunities provided by the external environment, enhance the
adaptability of enterprise operation activities, and become the core of enterprise
competitiveness. A series of studies made in this paper are of great value to the
formulation and implementation of marketing strategies for similar enterprises in the
flavor and fragrance industry.
Keywords: Flavor and Fragrance; Marketing Strategy; Concentration Strategy
III
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