联系我们

论文查询结果	返回搜索

论文编号：	5720
作者编号：	2220110489
上传时间：	2013/12/3 15:30:07
中文题目：	云天化复合肥产品营销策略研究
英文题目：	Study of marketing strategy for Yuntianhua compound fertilizer
指导老师：	周建
中文关键字：	云天化 复合肥 营销策略 保障措施
英文关键字：	Yuntianhua,compound fertilizer,marketing strategy,assurance measures
中文摘要：	我国复合肥起步虽晚，但发展很快，复合肥产业将成为化肥行业的一个重要的发展方向之一。云天化涉足复合肥产业，是想抓住产业发展趋势，在 “转方式、调结构”战略实施中的一次重要尝试。在国内复合肥竞争异常激烈的大环境下，云天化复合肥产业处于经营困难的境地，面临着产品定位不准确、市场定位不清晰、营销策略不完善、策略保障不充分等诸多营销现实问题。 作者对云天化复合肥营销现状进行了深入的调查，查看了云天化复合肥的相关调研报告，与云天化的营销人员和客户进行了深入的交流，梳理了云天化复合肥的营销策略问题，同时查阅了营销方面的理论资料和业界研究成果。本文借助营销相关理论与方法，以云天化复合肥产品作为研究对象，以营销策略作为研究内容，分析了云天化面临的市场营销环境，运用SWOT分析工具分析了云天化复合肥的优势、劣势、机会和威胁等因素，通过目标市场和消费群体分析进行市场细分，系统地制定了云天化复合肥产品的营销组合策略。提出重点目标市场应放在云南腹地，产品应突出可靠性，高中低搭配的产品组合，中低浓度产品针对大田作物，高浓度产品瞄准种植基地和经济作物，采取复合渠道分销系统，多品牌运作以减少渠道冲突，促销策略因地制宜综合运用。为了保证营销策略的实施，还提出了包括组织、资源和制度在内的多种保障措施。未来复合肥行业仍将在竞争中发展，复合肥行业的营销策略创新将成为未来各厂商博弈的焦点。云天化结合自身特点调整和制定复合肥产品营销策略是有助于解决当前面临的营销问题的，同时可以通过测土配方平衡施肥等农化技术服务手段来升级复合肥营销体系。复合肥产品的市场营销更是一门实践性的学问，必须注重理论和实践的结合，本文适用价值存在局限性，不足之处是没有对农化技术服务策略展开深入而系统的研究。 关键词：云天化 复合肥 营销策略 保障措施
英文摘要：	Although the compound fertilizer industry is initiated late in China, it enjoys rather rapid development and will be one of important development directions of fertilizer Industry. Yuntianhua involves in compound fertilizer to seize the development trend, which is important step for implementing its strategy of “Changing Mode & Adjusting Structure”. Due to the severe competition in compound fertilizer Industry, Yuntianhua’s compound fertilizer is faced with various difficulties, such as incorrect product positioning, unclear market positioning, incomplete marketing strategy, insufficient assurance measure and etc. The author deeply investigated the present situation of Yuntianhua’s compound fertilize marketing, reviewed relevant investigation and research reports, communicated with the sales personnel and customers, analyzed the problems in marketing strategies of Yuntianhua’s compound fertilizer, read the marketing principles and research results. In this article, the market situation of Yuntianhua compound fertilizer is analyzed by using marketing theories and methods. The advantages, disadvantages, opportunities and threats are analyzed by using SWOT analysis tool. The marketing strategy combination is proposed for Yuntianhua compound fertilizer through analyzing the target market and consumers. It’s proposed that central Yunnan market is aimed, the products should be reliable and properly combined with low, medium and high concentrations, of which, the low and medium concentration products are for big field plants while high concentration product targets the planting base and economic plants. Complex channel distribution system and multi brands are applied to avoid channel interference. Assurance measures are taken to effectively implement the marketing strategies. The compound fertilizer industry will develop in competitions, the compound fertilizer producers will focus on the innovation of marketing strategy to win the competition. The marketing strategy set up and adjusted on the basis of Yuntianhua’s characteristics is helpful in solving the marketing problems. Meanwhile, Yuntianhua should also upgrade its compound fertilizer marketing system through technical services for customers, such as improving the recipe and etc. Compound fertilizer marketing is a practical acknowledge, it is essential to combine the theory with practice. The practical value of this article is somewhat limited as the technical service strategy is not deeply researched. Key Words: Yuntianhua,compound fertilizer,marketing strategy,assurance measures
查看全文：	预览  下载(下载需要进行登录)