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论文编号：	11395
作者编号：	2320170319
上传时间：	2019/12/14 0:06:17
中文题目：	Y化工公司清洗消毒产品营销战略与策略实施研究
英文题目：	Research on Marketing Strategy and Tactics Implementation of Y Chemical Company in Detergent and Sanitizer
指导老师：	吴晓云
中文关键字：	清洗消毒产品；营销战略；市场定位；营销组合；食品饮料行业
英文关键字：	Detergent and Sanitizer; Marketing strategy; Market positioning; Marketing mix; Food and beverage industry
中文摘要：	近些年，中国经济发展增速正在放缓，食品饮料行业的增长速度也随之减缓，尤其传统饮料企业的市场份额逐渐下滑，相应的食品饮料行业的清洗剂和消毒剂的需求增速也在下降，行业间竞争也在日趋激烈。与此同时，国家对于食品安全风险管控趋于严格，消费者愈发重视食品安全和营养健康，从这方面上看，企业对于关乎到食品安全的清洗和消毒更加重视，更加需要专业的清洗和消毒综合解决方案。清洗消毒市场有机遇也有挑战，企业需要系统性研究和提升营销水平，抓住机遇，应对挑战。 Y公司为全球性的专用化学品企业，Y公司的食品饮料部为食品饮料行业提供清洗消毒综合解决方案，不仅给提供清洗消毒化学品及工艺，也为客户提供有价值的服务。本论文通过利用市场营销战略STP理论、市场领先者战略、品牌战略和营销组合策略4Ps理论，结合对Y公司所在市场现状、发展趋势以及存在问题的分析，首先，作为行业的领军者，制定Y公司基于市场领先的战略，分别从领先者营销战略、品牌战略、市场细分、目标市场选择和市场定位进行探讨；其次，提出Y公司的营销组合策略，包括产品策略、价格策略、渠道策略、促销策略。最后，研究从公司组织架构、售后服务过程和人力资源等方面保障市场营销战略和策略的实施。
英文摘要：	In recent years, the growth rate of China's economic development is slowing down, and the growth rate of food and beverage industry is also slowing down. Especially, the market share of traditional beverage enterprises is gradually declining. The corresponding demand growth rate of detergents and disinfectants in food and beverage industry is also declining, and the competition among industries is becoming increasingly fierce. At the same time, the national food safety risk control tends to be stringent, consumers pay more attention to food safety and nutritional health. In this regard, enterprises pay more attention to cleaning and disinfection related to food safety, and need more professional cleaning and disinfection comprehensive solutions. Cleaning and disinfection market has opportunities and challenges. Enterprises need to systematically study and improve marketing level, seize opportunities and meet challenges. Y company is a global specialized chemical enterprise, and Y company's food and beverage department provides comprehensive cleaning and disinfection solutions for the food and beverage industry, which not only provides cleaning and disinfection chemicals and processes, but also provides valuable services for customers. Based on the STP theory of marketing strategy, market leader strategy, brand strategy and 4Ps theory of marketing mix strategy, combined with the analysis of the current situation, development trend and existing problems of Y company's market, this paper first formulates Y company's market-leading strategy as the leader of the industry, respectively from the leader's marketing strategy, brand strategy, market segmentation and goal; Secondly, put forward the marketing mix strategy of Y company, including product strategy, price strategy, channel strategy and promotion strategy. Finally, the paper studies how to guarantee the implementation of marketing strategy and strategy from the aspects of organizational structure, after-sales service process and marketing personnel.
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