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论文编号：	14901
作者编号：	2320223846
上传时间：	2024/12/5 20:34:19
中文题目：	YKT公司玉米种子成膜剂业务中国市场营销策略研究
英文题目：	Research on the Marketing Strategy of YKT Corn Seed Film Forming Agent Business in the Chinese Market
指导老师：	杜建刚
中文关键字：	玉米种子；种衣剂；成膜剂；营销策略
英文关键字：	corn seeds；seed coatings；film-forming agents；marketing strategies
中文摘要：	粮安天下，种筑基石。作为农业生产的基石，农作物的种子对保障我国的粮食供应及推动农业持续进步具有关键作用。目前，种子处理已经成为了防治害虫与疾病的主要手段，而通过使用种衣剂来处理种子则被视为一种有效的策略，可以提升种子的品质并促进产量增长，这正是我国种子项目的重要环节和战略重点。近年来我国种衣剂市场取得了快速的增长，与此同时，行业对优质种子包衣的需求也在不断提升，新技术的应用和新的产品也在不断涌现。种衣剂中成膜剂的选择应用是种子包衣质量的关键所在。玉米作为重要的粮食作物，其产量和质量的提升受到广泛关注。随着中国农业现代化的不断推进，近年来玉米种子已实现工厂化包衣的全面覆盖升级，玉米种子种衣剂作为提高种子质量和作物产量的重要手段，其发展策略的研究具有重要意义。 本文选取了外资企业YKT作为研究目标，并基于市场营销相关的理论框架来对行业内的整体环境变化、竞争格局及YKT公司的内部外部竞争状况进行深入探讨。在此基础上，将重点关注该公司现有的市场营销策略中的主要缺陷，结合市场营销战略制订原理和市场营销组合策略理念，对此进行优化调整。此外，也进一步讨论了执行这些策略所需的支持手段及其可能带来的影响。希望此项研究能为理解我国玉米种子种衣剂产业的长远发展有所启示。 论文基于中国玉米种子种衣剂的市场现况，通过应用 PEST 模型来深入探讨玉米种子工业化的包衣过程后所带来的宏观环境的影响，从而得出两项重要的宏观要素。接着，依据波特五力模型的理念，评估了 YKT 公司在这场技术改革下的竞争力状况，发现其最主要的竞争压力来自同业企业的新品更新威胁。本文将 SWOT 模型运用于 YKT 公司的内部外部竞争环境的研究上，揭示了在此次技术改革下面临的市场机遇及挑战，并且可能需要作出转变型的策略 (WO) 或者防守性的策略 (WT) 的调整。此外，也对 YKT 公司的当前销售策略存在的不足之处做了分析，并在此次技术改革下对其市场营销的可能性进行了探索。最后，借助 STP 营销理论，对 YKT 公司的玉米种子市场进行了三个层次的细分市场的建立，找出了其中的三种目标市场，并针对这三个市场进行了产品的市场定位分析。依照4P组合营销策略的原则，为 YKT 公司设计了一套新的营销组合策略，包括两种商品的研发策略和产品线的管理策略，同时也讨论了价格设定的方法和策略，提议采用多种渠道类型、细化市场覆盖率、新型渠道模式以及渠道收益分配的方式，还提供了完善的技术支持系统等相关推销策略。最后，对新建立的市场营销策略进行了实施保障措施的深入研究和分析，包括组织设计、周期性流程、人力资源和风险控制等各个方面。
英文摘要：	Food security is crucial for the stability of the world, and seed treatment has become the mainstream method for pest control and disease prevention in agricultural production. Applying seed coating agents to seeds is an effective measure to improve seed quality and increase crop yields, and is an important part of the national seed engineering project and a strategic breakthrough point. The seed coating agent market in China has achieved rapid growth in recent years, and at the same time, the industry's demand for high-quality seed coating has also been constantly increasing. New technologies and products are also emerging continuously. The selection and application of film-forming agents are the key to the quality of seed coating. Corn, as an important food crop, has attracted widespread attention for its yield and quality improvement. With the continuous promotion of agricultural modernization in China, corn seeds have achieved full coverage and upgraded factory-based coating in recent years. As an important means to improve seed quality and crop yields, the development strategy of corn seed coating agent has significant practical significance. This study takes YKT, a foreign-funded company, as the research object and uses marketing-related theories as the basis to analyze the macro environmental changes and competitive landscape of the industry after the popularization of corn seed factory-based coating, as well as the internal and external competitive environment of YKT company. Based on the existing marketing strategy of YKT, this study identifies the main problems and uses marketing strategy formulation theory and marketing mix strategy theory to study the re-formulation of its marketing strategy. At the same time, it analyzes the related support measures for the implementation of marketing strategy. The aim is to provide reference for the sustainable development of corn seed coating industry in China. Firstly, this paper analyses the current situation of China's corn seed coating agent market based on PEST model, and conducts macro-environmental analysis after the popularization of corn seed factory-based coating, obtaining two key macro-influence factors. Using Porter's five forces model theory, the paper analyses YKT's competitive position in this technological revolution, concluding that its main competitive threat comes from the threat of product iteration by industry enterprises. Using the SWOT model tool, the paper studies the internal and external competitive environment of YKT Company, identifies the market opportunities and challenges faced by the company in this technological revolution, and suggests that YKT needs to adjust its transformative strategy (WO) or defensive strategy (WT). At the same time, the paper analyzes the problems in YKT's current marketing strategy and studies the feasibility of its marketing in this technological revolution. Next, by applying the STP marketing strategy formulation theory, the study creates a segmented market for YKT's scorn seed market at three levels, pinpointing three specific target markets and completing market positioning analysis for these products. Based on the 4Pintegrated marketing strategy theory,the paper reconstructs YKT's4Pi .The marketing mix strategy proposes two distinct product development and line management strategies, as well as pricing methods and strategies. It also offers advice on channel types, the extent of subdivided markets' coverage, new channel models, and channel profit allocation. Additionally, it suggests a range of promotion strategies, such as creating an effective technical service system. At long last, this paper examines the assurance of the newly formed marketing strategy from organizational design, periodic workflow, human resources, and risk management perspectives.
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