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论文编号：	13673
作者编号：	2320200303
上传时间：	2022/12/5 22:06:13
中文题目：	P公司常规非GM玉米种子市场营销策略研究
英文题目：	Research on the Marketing Strategy of P Company’ Normal corn seeds
指导老师：	许晖
中文关键字：	玉米种子；转基因；营销策略；
英文关键字：	Corn seed；Genetically Modified；Marketing strategy
中文摘要：	粮食安全是重要的国家战略，玉米作为重要的主粮作物，在国家粮食安全中占据重要地位。GM技术在玉米种子研发育种上的应用，对提高玉米单产和粮食品质意义重大。我国近期关于该技术的各项法律法规已做出修订，GM玉米种子的产业化应用具备了充分的条件。这对玉米种子行业来讲，迎来的是市场营销环境的重大改变。而外资背景的种子企业，不具备GM种子研发选育与生产的资质。 本研究以美资背景的P公司为研究对象，运用市场营销相关理论作为依据，分析GM玉米开放种植后行业的宏观环境变化以及竞争态势和P公司内外部竞争环境情况，针对其现有市场营销策略中存在的主要问题，依据市场营销战略制定理论、市场营销组合策略理论，对其市场营销策略的重新制定进行了研究，同时就营销策略实施的相关保障措施进行了分析。以期为种子行业同类企业，在面临行业技术变革时的市场营销策略制定提供参考。 首先，本文在中国玉米种子市场现状基础上，运用PEST模型对GM玉米开放种植后的宏观环境进行了展开分析，得到两个关键的宏观影响因素；利用波特五力模型的理论，分析了P公司在这次技术变革中的竞争态势，认为其主要竞争威胁来自于行业企业的竞争产品迭代威胁。使用SWOT模型工具对P公司的内外部竞争环境进行了研究，发现了P公司在本次技术变革中的市场机会与挑战，并需要做出扭转型战略（WO）或防御型战略（WT）的调整。同时，对P公司现有营销策略存在的问题进行了分析，并就其在本次技术变革中市场营销的可行性进行了研究。然后，利用市场营销策略制定的STP理论，对P公司的玉米种子市场进行了三级细分市场的构建，找到其三类目标市场，并针对这两类市场进行了产品的市场定位分析。根据4P组合营销策略理论，对P公司进行了4P营销组合策略的重新构建，提出了两大类产品的开发策略和产品线管理策略，并对定价方法、定价策略进行了论述，提出了多渠道类型、细分市场覆盖度、新渠道模式及其渠道利润分配的建议，提出健全技术服务体系等系列推广策略。最后，对新构建的市场营销策略，从组织设计、周期化流程、人力资源、风险控制等方面进行了实施保障措施的研究分析。
英文摘要：	Cron occupies an important position in national food security as an important staple crop，and the food security is an important national strategy. The application of GM technology in corn seed’s R&D and breeding take a great contribution to improve corn yield per unit area. Recently, China's laws and regulations on this technology have been updated, and the industrialization of GM corn seeds has sufficient conditions. This is a major change in the marketing environment for the corn seed industry. Seed enterprises with foreign capital background do not have the qualification of GM seed’s R&D and breeding and production. P company has been researched as a foreign capital background seed company which is from USA. The relevant marketing theories have been used to analyze the changes in the industry environment after GM corn was planted, the changes in the competitive situation and the internal and external competitive environment of P company have been researched. In view of the main problems in its existing marketing strategy, according to the marketing strategy formulation theory and the marketing combination strategy theory, and P company’s marketing strategies has been reconstruction, and the implementation of the marketing strategy has been analyzed. Hope this research can provide reference for the seed industry enterprises to formulate marketing strategies when facing the industrial technological changes. Firstly, based on the current situation of China's corn seed market, the macro environment factors after GM corn open planting have been analyzed by PEST model in this paper, and two key influencing factors have been obtained. Using the theory of Porter's Five Forces Model, the competitive situation of P company has been analyzed in case of this technological change, and considers that the main competitive threat comes from the competitive product iteration threat of the industry enterprises. Using the theory of SWOT Tool, the external and internal competitive factors of P company have been studied, and the main market challenges and opportunities of P company in this technological change were discovered, and think that it is necessary to make adjustments to the reverse strategy (WO) or the defensive strategy (WT). At the same time, the existing problems of P company's marketing strategy has been analyzed, and the principles and the train of thoughts of its marketing strategy construction in this technological transformation have been proposed. Then, using the STP theory formulated by the marketing strategy, the three-level market segmentations of P company's corn seed market is constructed, the Three major target markets are found, and the market positioning analysis of products is carried out for these two types of markets. According to the theory of 4P combined marketing strategy, the 4P combined marketing strategy of P company has been reconstructed in this paper, puts forward the development strategy and product line management strategy of two categories of products, discusses the pricing method and pricing strategy, puts forward suggestions on multi-channel type, market coverage, new channel mode and channel profit distribution, and puts forward a series of promotion strategies such as improving the technical service system. Finally, The implementation of the new marketing strategy has been analyzed, include the aspects of organizational design, periodic process, human resources, risk control and so on.
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