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论文编号：	10820
作者编号：	2120163107
上传时间：	2018/12/12 15:15:12
中文题目：	天津北方食品有限公司营销策略研究
英文题目：	Research on Marketing Strategy of Tianjin North Food Co.,Lts
指导老师：	李季 副教授
中文关键字：	天津北方食品有限公司;化工行业;营销策略
英文关键字：	Tianjin North Food Co.,Ltd;Chemical Industry;Marketing Strategy
中文摘要：	中国的化工品市场曾经历过一个繁荣时期，无论是在产量、企业数量和企业规模上均在较短的时间内实现快速发展。但近几年市场的总体需求在不断降低，而行业供给却在不断增加，产能过剩的问题十分显著，为了争夺有限的市场份额，企业之间的竞争越发激烈。加之国家对环保问题的重视，对化工企业污染问题的监管及惩处力度陡然增加。企业为了能够继续生存下去，不得不加大环保投入，进一步压缩其盈利空间。在这种形势下，选择合理的营销策略对于企业获取更高的利润，在激烈的竞争环境中胜出起到至关重要的作用。 天津北方食品有限公司是一家以糖精钠和甜蜜素为主要产品的化工企业，若想应对日益激烈的市场竞争局面，必须实施符合市场发展潮流的营销策略。本文将理论与实际相结合，首先分析公司所处内部环境，运用波特五力模型分析外部竞争环境，运用SWOT模型综合分析内外环境，然后对市场进一步细分定位，运用4P营销组合理论找到公司适合的产品、价格、渠道、促销策略以及实施这些策略所需的保障措施。 通过本文的分析可知化工企业可以借助合理的营销策略提高其竞争能力。例如根据不同客户对产品指标细微差别的要求，提供个性化产品，维护现有品牌效应。积极开发新产品，为企业长期发展提供动力。要综合考虑成本、市场与客户三种因素，制定有竞争力的价格。此外，应将直销与分销的方式结合起来，既掌握核心渠道资源，也可用较小的成本增加产品覆盖面。促销手段以人员促销为主，以广告促销为辅，提高企业的市场影响力。希望通过此文的分析能够增强企业竞争能力，进一步拓展市场份额。也希望对面临同样问题的其他化工企业起到一定的借鉴作用。
英文摘要：	China's chemical market has experienced a period of prosperity, achieving rapid growth in a short period of time, both in terms of output, number of companies and size of the company.However, the overall demand in the market has been decreasing in recent years, while the total supply of the industry is increasing. The problem of overcapacity is very significant. In order to compete for limited market share, the competition among enterprises is becoming more and more fierce，As the country attaches importance to environmental issues,the supervision and punishment of chemical enterprises’ pollution problems has suddenly increased,In order to survive, companies have to increase their environmental protection investment and further reduce their profitability.In this situation,choosing a reasonable marketing strategy plays a vital role in achieving higher profits for the company and winning in a fiercely competitive environment. Tianjin North Food Co., Ltd. is a chemical company whose main products are Sodium Saccharin and Sodium cyclamate. In order to cope with the increasingly fierce market competition, they must implement a marketing strategy that is in line with the market development trend.This paper combines theory with practice, and analysis the external environment and internal environment of the company at first, and uses SWOT model and Porter's five-force model to analyze internal and external environmental analysis.The further subdividing the market, the company needs to establish its dominant position in the high-end market.Combine the 4P marketing mix theory to find the company's suitable products, pricing, place, promotion strategies and the safeguards needed to implement them. Through the analysis of this thesis, we can find that the company need to improve their competitiveness with reasonable marketing strategies.For example，according to different customer requirements for product nuances,the company can supply personalized product and maintain existing brand effects.The company should develop new products actively,which could supply momentum of long-term development.Considering the three factors of cost, market and customer, the company need to develop competitive prices.In addition,the company should combine direct sales and distribution,which could both handle core channel resources and increase coverage of product with lower cost.The promotion method is mainly based on personnel promotion, supplemented by advertising.to improve the market influence of the company.It is hoped that the analysis of this thesis will enhance the competitiveness of the enterprise market and further expand market share. I also hope It can be used as a reference for other chemical companies facing the same problem.
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