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| 论文编号： | 13480 | |
| 作者编号： | 2320200536 | |
| 上传时间： | 2022/12/3 16:21:43 | |
| 中文题目： | H盐场有限公司食用盐营销策略研究 | |
| 英文题目： | Research on the Marketing Strategy of Edible Salt for H Salt Field Co. Ltd | |
| 指导老师： | 刘建华教授 | |
| 中文关键字： | 食用盐；盐业改革；营销策略 | |
| 英文关键字： | edible salt; salt industry reform; marketing strategy | |
| 中文摘要： | 食盐是百味之首，是人类生存最为重要的食材之一，是关乎国计民生的重要物资。自古以来我国就一直施行食盐专营的制度。从2001年到2011年，我国曾六度提出食盐专营制度的改革，但都因为种种原因最终未能成功推行，直至2016年5月国务院印发了《盐业体制改革方案》，正式拉开了盐业体制改革食的大幕，2017年1月1日起，盐行业开始正式步入改革的进程之中。 如今已经是《盐业体制改革方案》实施的第六年，H盐场有限责任公司在由“专营计划生产”向市场化的改革进程中取得了不少喜人的成绩，但市场风云万变，各地盐企竞争激烈，企业仍处于转型期间，依然在探索经营模式的突破和创新。本文围绕H盐场有限公司目前的经营状况，结合当前的市场发展局势，针对其未来市场的营销策略展开研究。 本文总共分为七个章节。通过对分析工具和传统营销理论的知识回顾，寻找为本论文提供理论支持的依据。然后对H盐场有限公司的宏观环境、竞争环境、优劣势态及现状进行分析，介绍了H盐场有限公司当前所面临的环境情况。紧接着对其所面临的市场情况进行了市场定位、市场战略选择及营销策略选择。最后为营销策略能得以顺利实施，提出与保障相关的因素和要求。本文通过文献分析、归纳演绎、调查研究的方法对H盐场有限公司进行了系统的分析，希望可以通过研究得出一套适合其当前发展的完整市场营销方案。 | |
| 英文摘要： | Salt is the first of all flavors, one of the most important ingredients for human survival, and an important material for the country's livelihood. Since ancient times, China has been implementing a salt monopoly system. From 2001 to 2011, China proposed six times the reform of the salt franchise system, but for various reasons ultimately failed to implement, until May 2016 the State Council issued the Salt Industry System Reform Program, officially opening the curtain of the salt industry system reform food, January 1, 2017, the salt industry began to officially step into the process of reform. Now in its sixth year of implementation of the Salt Industry Reform Program, H Salt Farm Co., Ltd. has made a lot of good achievements in the reform process from "exclusive planned production" to market-oriented, but the market is changing and the competition among salt enterprises is fierce, and the company is still in transition, still exploring breakthroughs and innovations in its business model. This paper focuses on the current business situation of H Salt Farm Ltd. and the implementation of its future marketing strategy in the context of the current market development situation. The paper is divided into seven chapters. A review of analytical tools and traditional marketing theory is used to find the basis for the theoretical support of this paper. Then the macro environment, competitive environment, strengths and weaknesses, and current situation of H Salt Farm Ltd. are analyzed to introduce the current environmental situation faced by H Salt Farm Ltd. This is followed by market positioning, market strategy selection, and marketing strategy selection for the market situation it faces. Finally, the factors and requirements related to the guarantee for the successful implementation of the marketing strategy are presented. This paper presents a systematic analysis of H Salt Farm Limited through literature analysis, induction and deduction, and survey research in the hope that a complete marketing implementation plan suitable for its current development can be derived from the study. | |
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