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论文编号：	9903
作者编号：	2220150496
上传时间：	2018/5/28 14:20:23
中文题目：	YTH公司花卉园艺肥营销组合策略研究
英文题目：	The marketing combine strategy research of YTH flower special fertilizer products
指导老师：	李莉 教授
中文关键字：	营销组合策略；消费者需求；差异化产品
英文关键字：	marketing combine strategy；consumer demand；product differentiation
中文摘要：	摘要 YTH公司是一家以生产和销售高浓度磷复肥、氮肥为主的公司，拥有产品、设备、工艺等核心技术和储量丰富的磷矿、煤矿等资源，具有较强的产品质量和品牌保障，在肥料市场上具有独特竞争力。 近年来，随着国际、国内经济环境的变化，我国化肥行业产能严重过剩，行业亏损面不断扩大。在这样严峻的形势下，YTH公司原本规模换效益的竞争优势变成了劣势：基础产品产能过大、产品单一、渠道单一、服务滞后等。2015年，公司结合云南省花卉园艺产业发展需求，研发、生产并向市场推出的花卉园艺肥，经过了一年多的推广销售，我们发现销量、价格、经济效益等均远远低于预期。症结何在？如何才能找到切实可行的花卉园艺肥营销组合策略，实现精准营销，提供满足消费者需求的差异化产品和服务，成功破冰目前的营销困境，确保公司花卉园艺肥能在市场占领一席之地、获得良好的收益，并且还将营销组合策略的研究、规划模式复制到其他新、老产品的营销策略设计。 本文主要在经典市场营销理论STP理论、4P结合4C理论的指导下，采用理论研究和实证分析相结合的方法，通过数据分析为后续营销组合策略奠定理论基础；通过营销组合策略案例分析提取成功案例的关键要素；通过对经销商、消费者（花卉种植企业、农户等）代表性人物的调研、走访、跟踪，了解了花卉园艺肥市场及营销的现状和不足，为本文研究积累充分论据；通过SWOT、行业竞争力矩阵（GE）等分析方法对公司现状、花卉园艺肥市场、消费者行为进行分析，从宏观角度确定产品的差异化营销战略及营销组合策略，并结合其他分析结论对产品的营销组合策略和实操方案进行论证及实践。 结合YTH公司优劣势分析及市场调研结论，本文提出YTH公司花卉园艺肥营销当前的主要任务是重新进行营销组合策略调整，具体措施包括：选择目标市场并细分市场并进行准确的市场定位；针对细分市场的不同需求，研发差异化的产品组合方案；确定细分市场的产品策略及定价策略；选择细分市场的营销渠道和促销策略；产品配套设施提供；密切关注其中的相关性和灵活性，加强企业的应变能力，注意公司内部资源协作，构建协调的营销保障系统。 关键词：营销组合策略；消费者需求；差异化产品
英文摘要：	Abstract YTH corporation (hereinafter called YTH) is a comprehensive chemical listed enterprise which mainly takes phosphate and nitrogen fertilizer industry as the core, based on its advantage of phosphate rock and coal resources. YTH is one of the most outstanding manufacturers which own the core technology and competitiveness, so that it may has unique competitiveness to provide strong guarantee on quality and brand. In recent years, Chinese fertilizer industry encountered great deficits, due to over-capacity problem. To face such severe situation, the advantage of scale of YTH contrarily became as many disadvantages (i.e. the overcapacity of primary products, the products simplification, the sales channel simplification and service lag). In 2015, base on the leading technology and market demand, YTH launched the specialty fertilizer products for the flower industry in Yunnan province. However, with nearly a year practice of marketing and promotion, it was found that the sales volume, revenues and earnings were far less than expected. What is the reason? How to find a feasible marketing strategy which can provide differentiated products and services? So that it can guarantee YTH to occupy a space in the market, and has a good earning, and even put the research into the application of other new and inherent products. Under the guide of classical “STP theory”, and “4P / 4C theory”, this paper took the method of combination of theoretical research and empirical analysis, and laid a foundation of following marketing strategy through the data analysis. To extract the key elements from successful cases through analysis, and to collect the information of the flower special fertilizer products market through the investigation, visit and following-up to the representative figures of the distributors, consumers (flower planting enterprises, farmers and so on), it accumulated abundant of argument for this paper. It also made an analysis to the current status of YTH, flower specialty fertilizer market, and consumer behavior through SWOT and GE matrix method. It determines to take differentiation marketing strategy from the view of macroscopic, and combined with other analysis conclusion and practical demonstration of the product marketing strategy and implementation plan. Combined with the advantages and disadvantages of YTH company and market research conclusions, the main task of YTH company's flower specialty fertilizer products is to re-adjust the marketing strategy. It specifically included: to choose the correct target market and make market segmentation, to design differentiated products according to the different needs of market segments, to make the process of product positioning and pricing strategies for each segmented market, to choose sales channel and make trial for promotion strategy, to provide facilities for matching products, to build up a coordinated marketing guarantee system. Keywords: marketing combine strategy；consumer demand；product differentiation
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