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论文编号：	12597
作者编号：	2320180711
上传时间：	2021/6/16 15:35:25
中文题目：	H饲料公司营销战略及实施研究
英文题目：	Study on Marketing Strategy and Implementation of H Feed Company
指导老师：	马连福
中文关键字：	饲料工业；营销战略；环境分析；定位
英文关键字：	feed industry; Marketing strategy; Environmental analysis; positioning
中文摘要：	饲料工业经过40多年的发展，产量已经连续10年位居世界第一，饲料行业的发展极大地促进了我国畜牧业水平的发展。随着投资的加剧饲料行业表现出了产能过剩、利用率不足、利润率下降等特点。H公司作为一家区域化的专业猪饲料企业曾经业绩很辉煌，但随着竞争的加剧，养殖结构的调整等行业变化，公司经营举步维艰。因此研究这类中小型饲料企业如何进行营销战略选择进而改善经营业绩成为一项迫在眉睫的课题。 本文围绕营销战略制定及实施这一目标，以H饲料公司为研究对象，首先简述了研究的背景及意义，并说明了研究的方法。其次对相关分析工具及理论进行了回顾，主要使用了PEST分析模型、波特五力模型、SWOT分析模型、定位理论、营销战略理论及营销组合理论。再次通过各种模型及工具对饲料行业所处的内外部环境、竞争力情况、行业主要竞争对手及客户需求进行了系统分析，为公司营销战略的制定打下了基础。 作者基于对H公司市场需求的分析提出了公司的市场定位“营养顾问、精准日粮”——为了动物的日粮更精准，我们不懈努力！提出了公司的战略选择：差异化战略。差异化体现在三个方面：营养顾问，定制日粮、三位一体专业化服务、集成解决方案。为保证营销战略实施，公司制定了一系列营销策略来确保战略的有效落地。为确保各项营销策略得以有效实施，公司制定了织架构及制度保障、人力资源及文化保障、信息化系统保障。 通过对H公司营销战略及实施研究，找出了以H公司为代表的中小型饲料企业的营销转型之路。采取差异化营销战略，是避开无序竞争、价格战的有效办法。提出营养定制的思路为这类饲料企业找到了一个方向。提供服务及集成解决方案是这类企业转型升级的一个出路。希望对这类中小型饲料企业转型升级走出经营困境有一定的借鉴作用。但由于作者才疏学浅，研究还不够深入，同时对饲料企业的品牌打造研究还不够，希望可以作为后续研究课题继续深入探讨。
英文摘要：	Feed industry after more than 40 years of development, the output has been 10 consecutive years ranked first in the world, the development of feed industry has greatly promoted the development of China's animal husbandry level. With the aggravation of the investment feed industry showed the characteristics of excess capacity, insufficient utilization, declining profit rate. As a regional professional pig feed enterprise, H Company used to have a brilliant performance. However, with the intensification of competition, the adjustment of breeding structure and other changes in the industry, the company's business is struggling. Therefore, it is an urgent task to study how to choose marketing strategy and improve business performance of small and medium-sized feed enterprises. Focusing on the goal of marketing strategy formulation and implementation, this paper takes H Feed Company as the research object. Firstly, the background and significance of the research are briefly described, and the research methods are also explained. Secondly, relevant analysis tools and theories are reviewed, mainly using PEST analysis model, Porter's five forces model, SWOT analysis model, positioning theory, marketing strategy theory and marketing mix theory. Thirdly, through various models and tools, the internal and external environment, competitiveness, major competitors and customer needs of the feed industry were systematically analyzed, which laid a foundation for the formulation of the company's marketing strategy. Based on the analysis of the market demand of H company, the author puts forward the company's market positioning of "nutrition consultant, precision ration" -- we make unremitting efforts to make the ration of animals more accurate! Put forward the company's strategic choice: differentiation strategy. Differentiation is reflected in three aspects: nutrition consultant, custom ration, trinity specialized services, integrated solutions. In order to ensure the implementation of the marketing strategy, the company has developed a series of marketing strategies to ensure the effective implementation of the strategy. In order to ensure the effective implementation of all marketing strategies, the company has formulated organizational structure and system guarantee, human resources and culture guarantee, information system guarantee. Through the research on the marketing strategy and implementation of H company, the paper finds out the road of marketing transformation of the small and medium-sized feed enterprises represented by H company. Differentiation marketing strategy is an effective way to avoid disorderly competition and price war. Putting forward the idea of nutrition customization found a direction for this kind of feed enterprises. Providing services and integrated solutions is one way for such enterprises to transform and upgrade. It is hoped that this kind of small and medium-sized feed enterprises to upgrade out of the business difficulties have a certain reference. However, due to the author's lack of talent and knowledge, the research is not deep enough. At the same time, the research on the brand building of feed enterprises is not enough. I hope it can be further discussed as a follow-up research topic.
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