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论文编号：	15833
作者编号：	2320213772
上传时间：	2025/12/10 17:56:56
中文题目：	M公司氨基酸产品市场营销策略研究
英文题目：	Thesis on Amino Acid products marketing strategy of M Company
指导老师：	胡望斌
中文关键字：	国际化；营销策略；氨基酸
英文关键字：	Internationalization；Marketing Strategy；Amino Acid
中文摘要：	在全球百年未有大变局的大背景下，一方面，中国企业通过持续努力，在行业规模、技术发展、市场占有率上取得了极大的成功，另一方面国际贸易保护主义呈上升趋势，市场内卷式竞争趋于白热化，原材料供应端市场价格变化剧烈，客户质量、客户稳定性面临挑战，企业内部市场营销活动管理效率、效果需要提升，传统市场营销模式面临深刻变革，企业亟需探索适应新型市场环境下的营销策略以提升竞争力。本文以M公司为研究对象，针对其在新型市场环境背景下的市场营销策略展开系统研究。研究目的在于揭示M公司当前营销策略的现存问题，提出优化路径，为企业构建更优的市场营销体系提供理论支持与实践指导。 研究采用综合方法，首先通过PEST、波特五力模型对M公司的宏观环境政策以及市场竞争格局进行全面分析，结合4P理论梳理其产品、价格、渠道与促销策略的当前特征与问题，识别出公司存在品牌视觉系统有待升级、定价模式系统化科学性不够、客户流失风险较大、海外渠道不完善、推广形式单一，销售人员营销效率效果较差等核心问题；进而，围绕上述问题及分析，提出针对性优化策略：通过重新设计并发布品牌VI视觉提升品牌认知度，通过构建完善的市场定价模型及有效的定价机制增加定价的系统性、科学性有效性；通过建立多维度客户衡量标准，并结合客户分类，做出有针对性的营销策略，避免客户流失；通过积极应对海外保护主义政策、战略性调整海外渠道布局，增强海外营销团队等的方式增强海外销售竞争力，并通过目标牵引，计划落地、辅以数字化提升业务人员管理效率、效能。同时，为了达到以上目标M公司还在组织建设和管理上给与了大力的支持，最终促进了M公司市场营销策略优化的更好执行。 研究结果表明，M公司新型背景下市场营销策略的优化紧密结合国际国内市场环境变化，并快速反应给予针对性的策略调整，同时建立完善的客户管理标准并实施，基于系统化的模型及公司营销目标建立产品定价策略，运用数字化手段对于营销活动业务管理进行赋能、提效。同时策略实施需配套组织架构调整、制度规范完善、人才梯队建设、激励政策及技术工具支持等保障措施，确保营销策略的可持续运行。本研究理论意义在于丰富了新型市场环境背景下传统企业营销策略优化的理论框架，实践价值在于为M公司及同类企业提供可操作的营销策略转型路径，助力其在市场竞争中实现营销效能提升与业务增长。未来研究可进一步探讨人工智能、元宇宙等新兴技术对营销策略的深远影响，为企业动态适应技术变革提供前瞻性指导。
英文摘要：	Amidst unprecedented global transformations not witnessed in a past century, Chinese enterprises have, on the one hand, attained remarkable achievements in industrial scale, technological advancement, and market share through sustained efforts. On the other hand, the rise of international trade protectionism, intensifying involuted market competition, significant volatility in raw material supply prices, and challenges related to customer quality and stability present considerable obstacles. Internally, enterprises face the imperative to enhance the efficiency and effectiveness of marketing activity management, as traditional marketing paradigms undergo profound change. Enterprises urgently need to develop marketing strategies that are well-suited to the evolving market environment to strengthen their competitive position. This thesis focuses on Company M as the research subject, conducting a systematic examination of its marketing strategies within the context of the new market environment. The objective of the research is to identify existing deficiencies in Company M’s current marketing approaches and to propose optimization pathways, thereby offering both theoretical insights and practical guidance for the development of a superior marketing system for enterprises. This thesis adopts a comprehensive methodology. Initially, it performs an in-depth analysis of Company M’s macro-environment and industry competition utilizing the PEST and Porter’s Five Forces frameworks. Integrating the 4P marketing theory, this thesis evaluates the current status and challenges associated with the company’s product, pricing, distribution channels, and promotional strategies. Key issues identified include the necessity to upgrade the brand’s visual identity system, a lack of systematic and scientifically grounded pricing models, elevated risks of customer attrition, underdeveloped international distribution channels, and limited, inefficient promotional methods. In response to these findings, this thesis proposes targeted optimization strategies: redesigning and launching a new brand visual identity (VI) to enhance brand recognition; establishing a comprehensive market pricing model alongside an effective pricing mechanism to improve systematization, scientific rigor, and operational effectiveness; developing multidimensional customer evaluation criteria combined with customer segmentation to implement targeted marketing initiatives and mitigate customer churn; proactively addressing overseas protectionist policies by strategically adjusting international channel configurations and strengthening overseas marketing teams to enhance global sales competitiveness; and improving the efficiency and effectiveness of business personnel management through goal-oriented planning and digital transformation. At the same time, to facilitate the realization of these objectives, Company M has also committed substantial support to organizational development and management, thereby enabling more effective implementation of the optimized marketing strategies. The findings of this thesis demonstrate that the optimization of Company M's marketing strategies within the new context is closely aligned with shifts in both international and domestic market environments, enabling prompt and targeted strategic adjustments. Concurrently, the company establishes and enforces comprehensive customer management standards. Utilizing a systematic framework in conjunction with the company’s marketing objectives, it formulates product pricing strategies and employs digital tools to strengthen and improve the efficiency of marketing activity management. Simultaneously, the successful implementation of the strategy necessitates supportive measures, including adjustments to the organizational structure, enhancement of institutional regulations, development of talents team, formulation of incentive policies, and provision of technical tool support, to ensure the sustainable execution of the marketing strategy. The theoretical contribution of this thesis lies in enriching the conceptual framework for optimizing marketing strategies of traditional enterprises within the context of the evolving market environment. Practically, it offers Company M and similar enterprises a viable pathway for transforming their marketing strategies, thereby improving marketing effectiveness, and fostering business growth amid competitive market conditions. Future studies may further investigate the significant influence of emerging technologies, such as AI and the metaverse, on marketing strategies, providing forward-looking guidance for enterprises to adapt dynamically to technological advancements.
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