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论文编号：	8942
作者编号：	2120142611
上传时间：	2016/12/12 8:01:08
中文题目：	AX盐业有限公司营销战略研究
英文题目：	Study on Marketing Tactics of China Salt Group
指导老师：	郑琦
中文关键字：	AX盐业有限公司，盐产品，市场细分，营销战略
英文关键字：	AX Salt Industry Co. Ltd. , Seawater salt, market segmentation, marketing strategy
中文摘要：	本文以盐业专营体制改革为研究背景，以AX盐业有限公司（以下简称企业）为主要研究对象，分析阐述盐改放开后的营销战略问题。通过对企业的宏观环境、竞争环境、优劣势环境、市场需求等方面进行分析，得出在积极促进中国盐业总公司总成本领先战略上，开展以海盐为特色的差异集中化营销战略的战略规划。 面对即将从专营体制向市场转变的盐业体制改革，企业面临着各个方面改革的压力，产品同质化程度高，供大于求的市场现状，加剧了未来的市场竞争，再加上缺乏全国化营销网络的建设经验，产品线相对单一，缺乏客户粘性，市场掌控能力相对偏弱，给未来的全国化经营带来了巨大的压力。 为了解决以上难题，本文提出了通过详细分析不同客户群体的购买需求，对比不同群体的差异化，给出了一系列的营销策略解决方案，分别从产品策略、价格策略、渠道策略、促销策略与服务组合策略五大方面进行阐述。并结合营销策略给出了从人员、组织机制、信息化角度的实施保障方案，确保策略实施的有效性。 本文的创新点在于能够紧跟当前的政策形势，结合公司整体出发，从市场需求着手，制定营销策略，其针对性更强，同时给其他以盐产品销售为主的盐业企业提供了相对可行的营销参考方案。 当然本文也同样存在一些不足之处，本文从当前给出的改革方案进行分析未来的市场竞争，具体细则还需要根据政策的逐步下达而进行调整。此外，本文只考虑了企业之间的竞争，并未对企业间的合作进行考量，企业间的竞合关系也应成为企业制定营销战略的主要考虑因素。
英文摘要：	In this paper, the reform of the salt monopoly system as the research background, AX Salt Industry Co. Ltd. (hereinafter referred to as enterprises) as the main research object, analyzes the change of Salt marketing strategy. Through the macro environment of the enterprise, the competitive environment, the advantages and disadvantages of environment, market demand and other aspects of the analysis, we can draw the following conclusions :promote total cost leadership strategy and carry out the differences strategy in seawater salt. In the face of the upcoming transition to market from the franchise system of salt industry reform, enterprises are faced with various aspects of the reform pressure, high degree of product homogeneity, market oversupply situation, exacerbated the market competition, coupled with the lack of experience in the construction of national marketing network, single product line leads to customer loyalty is not high and market control ability is relatively weak, has brought tremendous pressure to the national management of the future. In order to solve the above problems, this paper puts forward the detailed analysis of different customer groups to buy demand, comparing the differences between different groups, given a series of marketing strategy solutions, from product strategy, price strategy, channel strategy, promotion strategy and service combination strategy five aspects. And combined with the marketing strategy gives the personnel, organization mechanism, the implementation of information technology to ensure the implementation of the program, to ensure the effectiveness of the implementation of the strategy. The innovation of this paper lies in the formulation of policy based on the current political environment and the company operating conditions. The marketing strategy is high feasibility and targeted. It can provide a relatively feasible marketing reference for other salt company. Of course, this article also has some shortcomings. this article according to the current reform program is given to analyze the future market competition, the specific rules also need to be adjusted according to the policy of gradually issued. In addition, this article only considered the competition between enterprises, but did not consider the cooperation between enterprises. The cooperation between enterprises should also become the main consideration of enterprise marketing strategy.
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