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论文编号：	4748
作者编号：	2120102746
上传时间：	2012/12/11 13:21:12
中文题目：	CF公司项目营销策略研究
英文题目：	The Study Of The Project Marketing In CF Corporation
指导老师：	牛建波
中文关键字：	CF公司，咸味食品香精，项目营销，项目协同销售，经销商
英文关键字：	CF company, savory food flavor, project marketing, project sales, distributors
中文摘要：	随着经济的飞速发展，中国食品工业空前繁荣，食品添加剂行业作为食品工业的一个分支在推动食品工业的发展中起着至关重要的作用，可以说，没有食品添加剂就没有现代食品工业。技术和资本不断集中，食品企业间的竞争不断加剧，大型食品企业对质量和风味的需求越来越高，同时对其原料供应商的要求也越来越严格，质量、安全、供货及时性、技术难题的合作攻关等等，食品企业间的竞争越来越表现为整体供应链间的竞争。营销工作在企业中的地位举足轻重，整个公司的经营成果最终都要体现在营销上，营销工作的业务模式直接决定着工作效率的高低，因此营销工作业务模式的转变成为众多企业关注的焦点。项目营销是一种全新的营销模式，同时兼具项目管理与市场营销的优点，通过组建项目团队，能够将企业的诸多优势有效结合，对于客户出现的各项变化反应及时，准确决断，大大提高客户攻关的成功率。本文以具有20年历史的CF公司作为研究对象，CF公司是一家专业生产咸味香精的食品添加剂生产企业，是中国咸味香精行业的龙头企业，文章回顾了CF公司的发展历程，对CF公司的成功要素进行了总结，同时指出CF公司沿用了20年的“跑单帮”的推销方式已经与快速发展的大型食品企业脱节。大型食品企业的研发项目越来越向项目管理方向靠拢，传统意义上单枪匹马的销售精英越来越无力应对这种变化。论文对CF公司引入项目营销的必要行进行了阐述，对CF公司在引入项目营销过程中可能产生的问题进行了预测，制定了必要保障措施，同时总结了CF公司项目营销的落地实施方案。
英文摘要：	With the rapid economic development, China national food industry is unprecedented prosperity. As a branch of the food industry, food additives industry plays a vital role in promoting the development of the food industry, we can say no food additives, no modern food industry. With the constantly concentration of technology and capital, the competitions between food enterprises is growing. For large food enterprises, their demands in quality and flavor increasing higher and higher, and their requirements of its raw material for suppliers are more and more strict. Quality, safety, timely delivering, cooperates to overcoming the technical problems etc. Competitions between food enterprises reflect the whole supply chain competitions. Marketing plays a decisive role in the enterprise, the firm operating results will eventually be reflected in the marketing, marketing business model directly determines the efficiency of the work, thus marketing business model transformation become the focus of many enterprises. Project marketing is a new marketing mode, it has both the project management and marketing advantages, It can combine the many advantages of the enterprise, arise in the response to the change, improve the customer success rate. This article selects CF, a 20 years old private enterprise, as the research object. CF is specialized savory flavor manufacturer, and it is also the leading company in China savory flavor industry. The article reviews the development of CF, summarizes CF’s successful factors. Through questionnaire investigation and interviews on CF’s staff and some key customers, to analyzes its current operating status. “To travel around trading on one's own”, which has been followed for 20 years, has been be divorced from large food enterprises’ the rapid development. From research, R & D projects of large food enterprises move closer to the project management, traditionally single-handed top sales unable to cope with this change, the sales opportunities often rely on team strength to fight, in this case, we find ways to solve problems - project marketing. The article reviews the points of traditional project marketing, as well as with project marketing promotion, to reform and optimize the department organizational structure of the marketing center, according to the specific characteristics of the industry, to draft a detailed project marketing implementation plans.
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