摘要
“盐”自古至今被认为是“生命之源”，是生命必不可少的构成元素，是
人民群众生活必需品，与水、电一样须臾不可缺少，据统计 2016 年甘肃省食盐
消费量达到 12 万吨。新中国成立后食盐实行计划管理，1995 年 5 月 18 日起食
盐实行专营管理。虽然 20 多年的食盐专营体制发挥了积极作用，但也显示出其
弊端。主要表现在以下三个方面。其一，采取划地分治的办法割裂全国市场，
造成货无二价的状况；其二，长期实行专营，缺乏市场意识，形成了浓厚的计
划色彩；其三，产销脱节，生产企业和市场没有直接关联，形成盐行业整体竞
争力不强、资源浪费严重等问题。
中盐甘肃公司是甘肃省食盐专营的国有公司，长期专营管理的食盐销售现
状是产品结构单一，价格政府定价，销售渠道固定，促进销售不明显，与消费
者关系疏远，产品品牌影响力弱，形成了显著的独家卖方市场。
《国务院关于印发盐业体制改革方案的通知》于 2016 年 5 月 5 日发布
[1]
,
意味着拉开了盐业体制改革的大幕。2017 年 1 月 1 日，方案正式实施，改革方
案的核心是市场化改革，其内容是：其一，允许食盐定点生产企业进入批发销
售环节；其二，取消食盐批发销售区域限制，允许跨区域销售；其三，放开食
盐出厂、批发与零售价格；其四，建立政府和企业双重储备体系。这些改革措
施的发布实施，对中盐甘肃公司的影响巨大，面临市场全失的风险，机遇和挑
战并存，公司身份发生变化，由过去的坐商经营要参与市场竞争，由过去的垄
断经营转变为竞争经营，企业在改革后如何持续保持竞争优势，如何持续保持
高的市场占有，是非常值得研究的问题，制定出适合市场化条件的营销战略显
得十分迫切和重要。
本文以中盐甘肃公司为研究对象，在回顾了现代市场营销相关理论和分析方
法的基础上；首先分析了中盐甘肃公司市场营销存在的问题；其次运用 PEST 分
析了宏观环境、波特五力模型分析了行业竞争态势，结合内外部环境分析建立了
SWOT 战略分析矩阵，得出了企业的竞争优势大于竞争劣势，机会大于威胁；再
次运用 STP 理论分析了细分市场、目标市场、市场定位，为营销战略制定和选择
奠定了坚实的基础，在此基础上制定了差异化的营销战略。最后，尝试提出新的
产品策略、价格策略、渠道策略、促销策略，并从优化公司组织架构、强化企业
文化功能、加快专业化营销队伍建设等三方面提出了营销战略实施的保障措施。
希望本文的研究结论能为中盐甘肃公司的转型发展、开拓市场、提高企业竞MBA 学位论文 作者：张宏伟 中盐甘肃公司营销战略研究
II
争力带来一些帮助和指导，为消费者提供更好的食盐产品和服务，并为其他食盐
批发销售企业的营销提供借鉴。
关键词：食盐；中盐甘肃；目标市场战略；4P 营销组合策略MBA 学位论文 作者：张宏伟 中盐甘肃公司营销战略研究
III
Abstract
Salt, one of Source of Life in all ages is the essential component element of the
life and is the necessities of life, which is indispensable like water and electricity.
According to the statistics, in 2016 salt consumption quantity in Gansu Province is
0.12 million tons. Since the founding of People’s Republic of China salt has carried
out plan management.
Since May 18
th
1995, salt carried out monopoly management. Although the
monopoly system of more than 20 years played a positive role, it still showed its
defect. There are mainly three points. Firstly, apply the method of dividing the area
to manage separately to isolate the market, which leads to the single price. Secondly,
the long-term monopoly management results in the lack of marketing awareness to
form the dense planning color. Finally, production is divorced from sales, there is no
direct connection between production companies and market, which leads to some
problems like the weak competition ability of the whole salt field, badly resource
waste, etc.
China Salt Gansu Branch is a state-owned company of Gansu Province salt
monopoly sales. The status of long-term monopoly management is that product
structure is simple, the price is decided by government, sales channel is fixed, sales
promotion is not obvious, the relationship with consumers is far, the brand influence
power is weak, which forms prominent exclusive seller market.
The Notice on Salt Field System Reform Scheme from State Council is
published on 5
th
of May 2016, which means to open the act curtain of salt field
system reform. On 1st of January 2017, the plan is formally implemented. The
essence of reform plan is marked-oriented reform, of which the main contents are
that firstly, permit salt fixed production company to come into wholesale process.
Secondly, cancel the sales territorial limitation of salt wholesale, permit the
trans-region sales. Thirdly release salt manufacturing price, wholesale price and
retail price. Fourthly, build the dual storage system in government and company. The
implement of these reform measures gives great influence to China Salt Gansu
Branch. Face the risk of losing market, opportunities and challenges coexist. The
company status is changing from the past shopkeeper business changing into
participating in market competition and from the past monopoly business changingMBA 学位论文 作者：张宏伟 中盐甘肃公司营销战略研究
IV
into competitive business. After the reform how the company keeps the competitive
advantage continuously, how the company keeps the high market sharing is a key
problem quite worth to do some research. It is quite urgent and important to make
the marketing strategy to fit marketization condition. Gansu Branch regarded as the
object of study, on the basis of looking back the modern marketing relative theories
and analysis methods, firstly make analysis on the marketing problems of China Salt
Gansu Branch, then apply PEST method to analyze macro environment, apply Port
Five Force model to analyze industry competition status, combine SWOT analyze
company strength, weakness, opportunity and threat, afterwards, apply STP theory to
analyze segment market, target market, market positioning, which make massy basis
for formulating and choosing sales strategy. Finally, attempt to raise new product
strategies, price strategies, channel strategies, and raise supporting measures for
implementing sales strategies from three aspects of optimizing company ’s
organizational structure, strengthening the culture function, accelerate the
construction of specialized marketing team.
Hope the research result of this thesis could bring some help or guidance for the
transformation development of China Salt Gansu Branch, expanding market and
enhancing company competition ability, supply better salt product and service for
consumers and supply marketing experience for other salt whole sale companies.
Key words：Salt; China Salt Gansu Branch; STP strategy;4P marketing mix
strategyMBA 学位论文 作者：张宏伟 中盐甘肃公司营销战略研究
V
目录
中文摘要 ................................................I
ABSTRACT .............................................. III
一、绪论 ................................................1
（一）研究背景与研究意义 ........................................1
（二）研究内容与研究方法 ........................................3
（三）研究思路与技术路线 ........................................5
（四）相关概念与理论综述 ........................................6
（五）本文的创新之处 ...........................................23
二、中盐甘肃公司市场营销现状与问题分析 ..................24
（一）公司简介 .................................................24
（二）中盐甘肃公司市场营销现状 .................................24
（三）中盐甘肃公司市场营销问题诊断与分析 .......................29
三、中盐甘肃公司市场营销环境分析........................32
（一）外部环境分析 .............................................32
（二）内部环境分析 .............................................44
（三）营销战略 SWOT 分析 ........................................47
四、中盐甘肃公司市场营销战略制定........................50
（一）营销战略指导思想与原则 ...................................50
（二）市场研究与市场细分 .......................................51
（三）目标市场评估与选择 .......................................56
（四）市场定位与差异化竞争优势 .................................62
（五）营销战略确定 .............................................64
五、中盐甘肃公司营销组合策略设计......................