专业学位硕士学位论文
SK 公司山葵产品市场营销策略研究
The Research On Marketing Strategy of Wasabi Products for SK
Company
作 者 姓 名： 辉琼泽
学科、 专业： 工商管理
学 号： 41811335
指 导 教 师： 周福战
完 成 日 期： 2022 年 5 月 29 日
大连理工大学
Dalian University of Technology
大连理工大学学位论文独创性声明
作者郑重声明：所呈交的学位论文， 是本人在导师的指导下进行研究
工作所取得的成果。尽我所知，除文 中已经注明引用内容和致谢的地方外，
本论文不包含其他个人或集体已经发表的研究成果，也不包含其他已申请
学位或其他用途使用过的成果。与我一同工作的同志对本研究所做的贡献
均已在论文中做了明确的说明并表示了谢意。
若有不实之处，本人愿意承担相关法律责任。
学位论文题目： SK 公司山葵产品市场营销策略研究
作 者 签 名 ： 日期： 年月日
大连理工大学专业学位硕士学位论文
摘 要
山葵的培育和加工是我国的一项特色农业，大多数山葵经营企业品牌化弱、营销能
力不强、产品附加值不高，而且主要以出口为主，依赖国外市场，受国际因素影响明显。
SK 公司是我国山葵行业中实力较强的企业，近年来，因受国际贸易摩擦和全球新型冠
状病毒肺炎疫情的影响，公司产品卖不出，急需在国内寻求新的销售市场，运用有效的
营销手段提高销量，增加经济效益。
本文主要采用企业调研、市场问卷和文献分析的方法，以 SK 公司为研究对象，围
绕企业在营销方面的问题和解决策略，通过提出问题、分析问题、解决问题的思维逻辑
展开研究。首先，结合对我国山葵行业和 SK 公司的调研，归纳出 SK 公司目前存在的
知名度低、产品形式和销售渠道单一、缺乏有力营销团队以及对国内市场分析研究不足
的问题，从公司所面临的宏观环境、市场需求、竞争环境和内部环境进行细致分析，运
用 SWOT 分析模型为公司制定了以ST 策略为主，同时融入品牌化策略的未来发展方向。
其次，以STP 分析法，对SK 公司进行市场细分、选择目标市场，做出市场定位，以4P
模型为基础，分别从产品、价格、渠道、促销方面以及品牌打造方面为 SK 公司制定具
体的营销策略。最后，从优化组织结构、规范业务流程、建立激励机制、加强文化建设、
创新服务举措、制定风险防范机制等方面提出相应的保障措施，确保 SK 公司山葵产品
营销策略的有效实施。
本文认为SK 公司应在产品、渠道、促销和品牌打造上加大投入，保证产品品质，
注重新产品研发，加强终端消费市场和潜在市场的开发，融入网络营销模式，多种促销
手段相结合。通过对 SK 公司山葵产品市场营销策略研究，希望对解决公司目前的营销
瓶颈，提高销量，增加收益起到积极作用，同时对与SK 公司相似的农产品经营企业在
营销策略的制订上提供参考。
关键词：营销策略；农特产品；品牌
- I - SK 公司山葵产品市场营销策略研究
The Research On Marketing Strategy of Wasabi Products for SK Company
Abstract
The cultivation and processing of wasabi is a characteristic agriculture in China. Most of
the management enterprises of wasabi have weak brand, weak marketing ability and low
added value of products. They mainly rely on foreign markets and are obviously affected by
international factors. SK Company is a strong company in the wasabi industry in China. In
recent years, due to the impact of international trade friction and the global COVID-19
epidemic, the company has been unable to sell its products. Therefore, it is urgent to seek new
sales markets in China and use effective marketing methods to improve sales and increase
economic benefits.
This thesis mainly adopts the methods of enterprise research, market questionnaire and
literature analysis, takes SK Company as the object of study, focuses on the problems and
solutions of enterprises in marketing, and carries out research through the thinking logic of
raising problems, analyzing problems and solving problems. First of all, combined with
horseradish industry in China and SK corp, concludes the existing company SK low visibility
and sales channels, product form a single, lack of strong marketing team as well as to the
problem of insufficient domestic market analysis and research, from the company facing the
macro environment, market demand, competitive environment and internal environment, a
detailed analysis, The SWOT analysis model is used to formulate the future development
direction of the company, which is based on ST strategy and integrated with branding
strategy. Secondly, the STP analysis method is used to market segmentation, target market
selection and market positioning of SK Company. Based on the 4P model, specific marketing
strategies are formulated for SK Company from the aspects of product, price, channel,
promotion and brand building. Finally, the corresponding safeguard measures are put forward
from the aspects of optimizing organizational structure, standardizing business process,
establishing incentive mechanism, strengthening cultural construction, innovating service
measures and developing risk prevention mechanism to ensure the effective implementation
of SK Horseradish product marketing strategy.
This thesis argues that SK company should increase investment in products, channels,
promotion and brand building, ensure product quality, pay attention to the research and
development of new products, strengthen the development of terminal consumer market and
potential market, integrate network marketing mode, and combine various promotion
methods. Through the research on the marketing strategy of SK Company;s wasabi products,
- II - 大连理工大学专业学位硕士学位论文
the author hopes to play a positive role in solving the company;s current marketing bottleneck,
increasing sales volume and increasing revenue, and at the same time to provide reference for
the formulation of marketing strategy for agricultural products enterprises similar to SK
Company.
Key words: Marketing Strategy; Agricultural Special Products;Brand
- III -