摘要
近年来，由于中国畜牧业不断转型升级，规模化、集约化的禽畜养殖业得以
快速发展，动物保健品行业随之进入发展新阶段。我国动保企业起步较晚，在产
品研发、生产和销售等环节均与国外领先企业存在较大差距，特别是加入WTO以
来，国外跨国制药公司凭借资金和技术实力，纷纷涌入中国市场，本土动保企业
若要与具备多维竞争优势的跨国公司相抗衡，求得长远生存与发展，必须制定合
理的本土化营销组合策略。
JH公司是一家从事生物制药的高新技术企业，也是全球规模最大的饲用金霉
素生产基地，产品涵盖饲料添加剂、动物疫苗和动物营养品等多个类别。2019年
非洲猪瘟疫情爆发，并迅速在中国及东南亚地区蔓延，生猪养殖行业遭受重创，
作为上游的动保公司，JH公司经营业绩不及预期。加之中美贸易摩擦、农业部禁
抗令和环保新政策等多重因素叠加影响，公司发展面临严峻挑战。如何在复杂的
国内外环境中优化营销组合策略，以提升核心竞争力，成为该公司亟待解决的问
题。
本文以JH公司动保业务为研究对象，综合国内外研究成果，客观扫描当前公
司的市场营销环境，接着运用SWOT矩阵对公司所处情景进行系统总结，在分析其
营销现状的基础上，发现存在问题并梳理营销战略，以便有针对性地从产品、价
格、渠道、促销四个方面对公司的营销组合策略进行调整和优化，最后从团队组
织、人员激励、技术和资金投入等方面对其策略的实施提出相应保障措施。
关键词：JH公司，动物保健，4Ps营销组合策略
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Abstract
For the past few years, due to the continuous transformation and upgrading of
animal husbandry in China, the scalable livestock breeding industry has growed up
fastly, and the animal health product industry has entered a fresh phase. Dynamic
insurance companies in China starts late, in product development, production and sales
with foreign leading companies there is a big gap, especially since the accession to the
WTO, foreign multinational pharmaceutical matches against the capital and technical
strength, pouring into the Chinese market, the local dynamic insurance companies to
multinational companies compete with the multidimensional competitive edge, it is
necessary to develop a reasonable localization marketing strategy.
JH is a high-tech company engaged in biopharmaceutical and the world's largest
production base of aureomycin for fodder. Its products cover multiple categories such
as feed additives, animal vaccines and animal nutrition. In 2019, the outbreak of
African Swine Fever and its rapid spread in China and Southeast Asia hit the pig
breeding industry hard. As an upstream animal protection company, JH company's
business performance declined. In addition to the Sino-US trade friction, the Ministry
of Agriculture and the new environmental protection policy and other multiple factors,
the company is facing severe challenges in development. How to adjust and optimize
the marketing mix strategy in the complex domestic and foreign environment to
enhance the core competitiveness has become an urgent problem.
This paper takes JH company as the research object, synthesizes the study in
domestic and overseas, objectively scans the marketing circumstance of the company,
and then employs SWOT matrix to summarize the case of the JH company, based on
the analysis of the company's marketing situation, finds its problem and combs its
marketing strategy. It adjusts and optimizes the company's marketing mix strategy
from the sides of product, price, place and promotion. In the end，come up with
corresponding supporting methods for the performance of its strategy for the context of
selling groups, staff motivation, technology and capital investment.
Key words: JH company, Animal health, 4Ps marketing mix strategy
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目录
第一章绪论 ........................................................ 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 ............................................... 3
1.2研究内容与方法............................................... 3
1.2.1研究内容 ............................................... 3
1.2.2研究方法 ............................................... 4
1.3研究的思路................................................... 4
第二章相关研究综述 ................................................ 6
2.1相关概念和产业发展概述....................................... 6
2.1.1动物保健品产业概念的界定 ............................... 6
2.1.2动物保健品产业发展的特点 ............................... 7
2.2相关企业营销研究概述......................................... 8
2.3相关理论和分析工具概述....................................... 9
第三章 JH公司动保业务营销环境分析................................. 12
3.1 JH公司概况 ................................................. 12
3.1.1 JH公司成长历程........................................ 12
3.1.2 JH公司运营情况........................................ 12
3.1.3 JH公司能力分析........................................ 17
3.2 JH公司宏观环境分析 ......................................... 17
3.2.1政治环境分析 .......................................... 17
3.2.2经济环境分析 .......................................... 18
3.2.3社会环境分析 .......................................... 19
3.2.4技术环境分析 .......................................... 20
3.3 JH公司行业环境分析 ......................................... 21
3.3.1行业发展状况 .......................................... 21
3.3.2竞争对手介绍 .......................................... 25
3.3.3竞争态势分析 .......................................... 27
3.4 JH公司SWOT分析 ............................................ 29
III
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