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论文编号：	9868
作者编号：	2120152742
上传时间：	2017/12/20 18:15:38
中文题目：	中国食用盐行业改革背景下的天津汉沽盐场营销战略研究
英文题目：	Research on Marketing Strategy of Tianjin Hangu Saltpan under the Background of China''s Edible Salt Industry Reform
指导老师：	刘建华
中文关键字：	食盐改革 营销战略 汉沽盐场 食用海盐
英文关键字：	salt reform,marketing strategy,hangu saltpan,edible sea sal
中文摘要：	食盐，是人类重要的食材，对人类的生存和国家发展都至关重要。在中国，自古以来都是施行食盐专营制度的。新中国以来，食盐专营制度主要由国务院1990年发布的《盐业管理条例》以及1996年发布的《食盐专营办法》进行规范与调整。随着社会经济的快速发展，食盐的垄断专营体制也暴露出问题。2016年5月5日，国务院印发了《盐业体制改革方案》（以下简称“《方案》”），对推进盐业体制改革做出总体部署，明确了改革的指导思想、基本原则和主要任务。2017年1月1日，《方案》正式实施。食用盐行业走入体制改革的历史进程。 面对历史性的盐业体制改革，食用盐企业如何应对政策巨变所带来的一系列风险，成为摆在中国食盐行业和企业面前的一道大考题。本文以天津汉沽盐场为例，针对行业改革，和企业面临战略转型期（2017.1.1－2018.12.31）的新型竞争格局与市场发展要求，开展营销市场定位和战略研究。 全文共分七个章节。第一章主要叙述本文研究的历史背景和研究意义。第二章主要回顾环境分析工具和STP理论。第三章主要对汉沽盐场的经营环境进行分析。第四章主要以消费者偏好调查为基础，对汉沽盐场进行准确的市场定位，并由定位进行相应的战略选择。第五章主要给出具体实施路径。第六章为战略的实施提出了保障相关因素和要求。第七章是结论和对未来的展望。本文通过归纳演绎、系统研究和案例分析等方法系统深入的对天津汉沽盐场进行分析，并给出一个合理的整体营销战略解决方案。
英文摘要：	Salt, is an important human food, the survival of mankind and national development are essential. In China, since ancient times is the implementation of salt franchise system. Since the new China, the salt franchise system mainly by the State Council issued in 1990, "Salt Management Regulations" and the 1996 "Salt franchise" to regulate and adjust. With the rapid socio-economic development, salt monopoly franchise system also exposed the problem. On May 5, 2016, the State Council issued the "Salt System Reform Program" (hereinafter referred to as the "Program") to make an overall plan for advancing the reform of the salt industry and clarified the guiding ideology, basic principles and main tasks of the reform The On January 1, 2017, the "program" was formally implemented. Edible salt industry into the historical process of institutional reform. In the face of the historical reform of the salt industry, how to deal with the salt industry enterprises to cope with a series of risks brought about by changes in the Chinese salt industry and enterprises in front of a big test questions. In this paper, the Hangu saltworks in Tianjin, for example, for the industry reform, and enterprises face strategic transition period (2017.1.1-2018.12.31) of the new competitive landscape and market development requirements, to carry out marketing market positioning and strategic research. The full text is divided into seven chapters. The Chapter 1 mainly describes the historical background and significance of this study. The Chapter 2 mainly reviews the environmental analysis tools and the STP theory. The Chapter 3 mainly analyzes the business environment of Hangu saltworks. The Chapter 4 is based on the consumer preference survey, the Hangu salt field for accurate market positioning, and by positioning the corresponding strategic choice. The Chapter 5 mainly gives the concrete implementation path. Chapter 6 puts forward the relevant factors and requirements for the implementation of the strategy. Chapter 7 is the conclusion and outlook for the future. This paper systematically analyzes the Hangu Salt Field in Tianjin, and gives a reasonable overall marketing strategy solution by means of induction, system research and case analysis.
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