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论文编号：	11265
作者编号：	2120163022
上传时间：	2019/12/10 16:01:16
中文题目：	天津长芦汉沽盐场食用盐营销策略研究
英文题目：	Research on the Marketing Strategy of Edible Salt for Tianjin Changlu Hangu Saltern
指导老师：	刘建华
中文关键字：	食盐改革；汉沽盐场；营销策略；食用盐
英文关键字：	salt industry reform; Hangu Saltern; marketing strategy; edible salt
中文摘要：	食盐作为人类生存的重要食材之一，是人民群众的生活必需品。我国从古代开始就对食盐业采取专营措施。建国以来，食盐经营制度在我国开始有所改变，颁布了相关法规对食盐的销售进行监管和规范。2016年5月，随着《国务院关于印发盐业体制改革方案的通知》对外公布，我国盐业体制改革有了总体部署。2017年1月1日，该方案正式实施，拉开了盐业体制改革的大幕。 此次改革方案的重中之重是对食盐行业进行市场化改革，主要关键点如下：一是，食盐定点生产企业可参与批发、销售；二是，允许跨区域销售；三是，开放食盐出厂、批发、销售价格；四是，建立全新的储备体系，使政府与企业均可进行食盐储备。上述改革方案的开展与实施，对天津长芦汉沽盐场有限责任公司等传统食盐生产企业的影响是巨大的。由单一生产企业转变为生产经营一体化的现代化企业，从零开始进入市场，机遇和挑战并存。如何应对政策巨变所带来的一系列风险，成为摆在众多盐企面前的一道“考题”。本文以天津长芦汉沽盐场有限责任公司（文中简称：长芦汉沽盐场）为例，在行业改革过程中，针对2017年年初到2019年年底这一时期内的企业战略转型开展营销策略研究。 本文总共七个章节。其中，第一章的主要内容包括本文是在什么样的背景下提出的研究及该研究有什么意义。第二章对一些理论进行回顾和阐述，例如环境分析工具、市场定位理论等营销策略方面的理论。第三章从几个不同方面对长芦汉沽盐场进行了介绍和分析，主要包括企业发展历史、经营环境和现状等。第四章则是借助消费者的视角，对长芦汉沽盐场进行了整体性的评价和定位，同时根据目标市场选择及市场定位选择制定相应的营销战略。第五章主要阐述了长芦汉沽盐场营销策略的选择。第六章提出了长芦汉沽盐场食用盐营销策略实施所需的相关保障。第七章是本文结论以及对未来的展望。本文通过文献研究法、归纳演绎法、案例研究法以及系统研究法等常用方法对长芦汉沽盐场进行研究，对于其存在的问题，尝试提出相应解决方法。
英文摘要：	As an important food ingredient to humankind, salt is also known as “the source of life”. It is not only necessary of people’s everyday life, but also essential to national development. In China, the salt franchise system had long established since ancient times. Since 1949, the salt management system of modern China had made new developments as well. The state council issued “Salt Management Regulations, 1990” and “Salt Franchise Measure, 1996” in the purpose of regulate the salt franchise system. For more than 20 years, the exclusive salt franchise system had played a positive role. However, as the rapid development of market-oriented economy, the franchise system starts to reveal its disadvantages. On May 5th 2016, “The State Council’s Structural Reform Plan Of Salt Industry” was announced, which made an overall plan in order to promote the structural reform of the salt industry. The reform plan took effect from January 1st 2017, which indicated the beginning of salt industry structural reform. The core of the reform plan was market oriented reform. Firstly, give permission to designated salt manufacturers into the wholesale progress. Secondly, abolish regional restrictions of salt wholesale market, allow trans-regional sales. Thirdly, remove control of mill price, wholesaling and retailing price. Fourthly, establish double reserve system of both government and enterprise. The implementation of these structural reform measures took great effects on the Changlu Hangu Saltern, who entered the market, started afresh, and transformed from a simplex production enterprise into a modern enterprise of both production and business operation. Opportunity and challenge are all coexistence. Changlu Hangu Saltern must deal with a series of risks brought by the radical policy change. In this research, Tianjin Changlu Hangu Saltern Co LTD is taken as an example, to carry out market strategy research about the enterprise’s strategic transition period from 2017 to 2019 within the industry reform. The full text is divided into seven chapters. Chapter 1 mainly describes the historical background and significance of the research. Chapter 2 mainly reviews the environmental analysis tools, STP theory and related marketing strategy theories. Chapter 3 mainly analyzes the development, business environment, and current operating state of Changlu Hangu Saltern. Chapter 4 gives market positioning analyze to Hangu Saltern based on consumer preference surveys, and chooses corresponding marketing strategy based on market choice and positioning. Chapter 5 mainly gives the choice of the marketing strategy. Chapter 6 proposes the relevant requirements before the implementation of the strategy. Chapter 7 is the conclusion and prospection. By means of induction, system research, and case analysis, this paper systematically analyzes Changlu Hangu Saltern, and provides targeted solutions to resolve their open questions.
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