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论文编号：	11556
作者编号：	2320170304
上传时间：	2020/4/16 23:07:02
中文题目：	巴斯夫清洁消毒用品营销组合策略研究
英文题目：	BASF Cleaning and Disinfection Products Marketing Mix Strategy Research
指导老师：	张永强
中文关键字：	巴斯夫清洁消毒用品；营销组合策略；关系营销
英文关键字：	BASF Cleaning and Disinfection Products; Marketing Mix Stragety;
中文摘要：	随着中国经济的飞速发展，中国工业化水平不断地提高，人们生活水平也在不断升级，食品行业正在使用高自动化的生产设备，这就需要更高标准的食品安全保障，满足工厂的食品安全要求。巴斯夫清洁消毒用品目前主要针对中国食品相关行业生产设备与环境的清洗与消毒，通过专业的解决方案，提高工厂整体的食品安全水平。巴斯夫清洁消毒用品作为食品相关行业清洗消毒领域的新产品，各细分行业都对巴斯夫清洁消毒用品比较重视，想要关注其后续发展，本文通过市场调研对巴斯夫清洁消毒用品的营销方案进行研究分析，找出市场的优势，并对其不足提出相关建议。 本文首先对营销概念进行阐述，营销是指包括营销STP理论，4P&4C营销组合理论以及营销策略内涵的一种商品运营方式。其次对此种消毒产品的由来进行阐述，对公司作出简要的介绍，然后对巴斯夫清洁消毒用品的市场信息进行研究，其中研究包括PEST和SWOT。本文本着提高巴斯夫清洁消毒用品销售量，让其尽快在市场中展开，通过一系列的销售策略并结合其自身特点，从产品的性质、价格以及销售渠道等进行全面分析；通过结合市场其他产品的销售经验，再结合巴斯夫清洁消毒用品的特色找出其营销的瓶颈，并提出相关建议。我们进行的市场调研比较广泛，既包括其产品的内部建设也包括产品的推广策略，之后我们再结合分析的问题以及市场经验从经营战略人才的培养以及销售渠道等方面，为巴斯夫清洁消毒用品的全面发展提供有效的建议，从而有利于产品快速的遍布整个市场，让更多客户了解这项产品，也可以为其他相关行业提供借鉴。 巴斯夫公司的食品相关行业产品，通过高品质的产品和有竞争优势的定价，定位于食品企业清洗消毒的中高端市场，把重点大客户作为核心关注点，并配合以中高端产品满足中国市场各知名品牌的高要求，同时针营销渠道和售后服务做出改善升级，最终达到巴斯夫公司清洁消毒产品在食品行业的销量提升和利润增加的双重目标。
英文摘要：	With the rapid development of China's economy, the level of industrialization in China is constantly improving, and people's living standards are constantly upgrading，Food industry is using highly automated production equipment, which requires higher standards of food safety to meet the food safety requirements of factories. BASF Cleaning and Disinfection Products is mainly aimed at cleaning and disinfection of production equipment and environment in China's food-related industries. Through professional solutions, it can improve the overall level of food safety in factories. As a new star in the field of cleaning and disinfection in food-related industries, the development of BASF Cleaning and Disinfection Products has been concerned by both inside and outside the industry. This paper makes an in-depth analysis of the marketing strategy of BASF Cleaning and Disinfection Products, summarizes its advantages and disadvantages, and puts forward reasonable suggestions for adjustment. Firstly, this paper reviews the relevant theories of marketing, including the connotation of marketing and marketing strategy, STP. 4PS marketing mix theory, Secondly, in order to explain the development background of BASF, a brief introduction is given to the company, followed by an analysis of the internal and external environment of BASF Cleaning and Disinfection Products. Based on the above theoretical overview and environmental analysis, BASF Cleaning and Disinfection Products marketing strategy is comprehensively upgraded from product, price, channel and promotion by using marketing mix strategy, In addition, in view of the particularity of the product, its marketing mix strategy is also analyzed. After systematic analysis and combined with practical experience, this paper points out the problems in the development of Cleaning and Disinfection Products, which mainly include business ideas and internal construction, channel channel construction and product promotion strategy. Finally, on the basis of comprehensive analysis and research, this paper puts forward some suggestions on the development of the Department from the aspects of management strategy, channel construction and talent team construction, aiming at optimizing the marketing strategy of Basf Cleaning and Disinfection Products and providing some reference for the development of other related enterprises. BASF's food-related products, through high-quality products and competitive pricing, are positioned in the high-end market of cleaning and disinfection in the food industry, focusing on key key key customers, and cooperating with high-end products to meet the high requirements of well-known brands in the Chinese market, while improving sales channels and after-sales services. Improve and upgrade, and ultimately achieve BASF's dual goals of increasing sales and profits in food-related markets.
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