研究生签名： 时间： 年 月 日
导师签名： 时间： 年 月 日I
摘要
新疆作为全国最大的商品棉生产基地，却至今未经营好棉花价值。新疆要把棉花资源优势真正
转化成产业优势和经济价值，就必须向纺织下游靠拢，了解终端客户需求，用科学方法选择适宜的
营销策略，在把握国内市场的同时，积极向西拓展更广阔的国际市场，借助产业基础和政策机遇逐
步打造区域品牌。新疆唐成棉业有限公司已初具生产规模，具备一定技术基础，已居全国纺企前列，
但近几年的发展遇到了瓶颈。基于此，文章对新疆唐成棉业有限公司的营销策略进行研究，以期熟
悉新疆唐成棉业有限公司的现状及存在的问题，并找出其本质原因，最后提出新的营销策略组合和
相应的保障措施

研究用调查法对新疆唐成棉业有限公司所处的行业宏观环境、行业竞争环境和内部营销环境等
进行了分析，并对存在的产品营销理念、产品促销渠道和营销模式四个方面存在问题进行了识别并
分析其背后原因；其次，研究结合市场营销理论和行业的特性，用比较分析的手段，总结了唐成棉
业营销策略的构成，包括产品营销策略、质量营销策略、渠道营销策略、合作营销策略、互联网营
销策略和政策营销策略；接下来，研究针对唐成棉业营销策略的实施保障进行了设计，包括完善组
织结构、匹配相应的人才队伍、建立目标管理与绩效激励和加强营销策略的动态管理

研究结果表明，要有效提升唐成棉业市场营销的管理策略，应当从人才需求、培训、市场管理、
绩效分配等几个方面，强化人才需求计划、加强培训和提升各层次人员的能力、建立有效的营销目
标管理和绩效激励措施，并加强目标管理责任制的建设和管理，并且，要在营销团队建设方面强化
市场营销策略的动态控制等，才能真正实施好优化的营销策略组合

研究的管理启示表现在：对新疆唐成棉业有限公司管理变革的影响，以及对行业内其他企业解
决产品营销策略、销售渠道策略等问题的借鉴作用等方面。同时，研究结果（尤其是针对唐成棉业
有限公司的优化原则和唐成棉业公司纺织业营销组合策略）对棉纺企业运营管理、营销管理、战略
管理等方面的改进同样具有一定的借鉴意义，它能够使得公司能够最大化利用自己的优势和机会，
获得最佳的市场地位

关键字：唐成棉业；营销策略；动态管理II
Abstract
Xinjiang as the country&39;s largest commodity cotton production base, but has not really strong. If Xinjiang
wants to turn the advantage of cotton resources into real industrial and economic advantages, it is necessary to
adopt a more scientific and effective marketing strategy, and gradually establish its own brand. Has formed the
production scale of Xinjiang Tang Cheng textile industry limited company, have a technology base, has been
ranked the forefront of textile enterprises, but in recent years the development bottlenecks encountered. Based
on this, the paper makes research on the marketing strategy of Xinjiang Tang Cheng textile industry Co. Ltd, in
order to understand the status quo of Xinjiang Tang Cheng textile industry Co. Ltd and the existing problems,
finally puts forward the new marketing strategy combination and corresponding measures.
Study on investigation of Xinjiang Tang Cheng textile Industry Co., the company&39;s industry macro
environment, industry competition environment and internal marketing environment is analyzed, and the
existence of the four aspects of product marketing, product promotion and marketing channel mode problems
were identified and analyzed the reasons behind; secondly, combined with the characteristics of the theory of
marketing and industry, by the way of comparative analysis, summarized a Tang Cheng textile industry
marketing strategy, including product quality, marketing strategy, marketing strategy, marketing channel
marketing strategy cooperation strategy, Internet marketing strategy and policy marketing strategy; next,
research and design for the implementation of security Tang Cheng textile of sound industry strategy, including
the organizational structure, matching the corresponding personnel, establish the target management and
performance incentive and strengthen the dynamic marketing strategy management Daniel.
The results show that, in order to effectively improve the Tang Cheng textile industry marketing
management strategy, should from the requirement of talent, training, performance management, market
allocation and other aspects, strengthen the talent demand plan, strengthen the training and promotion of
personnel at all levels of ability, establish effective marketing target management and performance incentives,
and strengthen the construction and management of the target management responsibility system, and to
strengthen the dynamic control of the marketing strategy in the marketing team building, marketing strategy to
implement good optimization.
The management implications of the study show: the impact on Xinjiang Tang Cheng textile industry
limited company of management reform, and other enterprises in the industry to solve the product marketing
strategy, sales channel strategy issues such as the role of reference. At the same time, the research results
（especially the optimization principle for Cheng textile Tang Industry Co. Ltd and Tang Cheng textile
industry company of textile industry marketing strategy） also has certain reference significance for the
improvement of cotton spinning enterprise operation management, marketing management, strategic
management, which enables the company to maximize the use of their own advantages and opportunities for
the best position in the market.
Keywords: Tang Cheng textile industry; marketing strategy; dynamic management;Dynamic management.III
目录
摘要..I
Abstract ........... II
第一章 绪论...1
1.1 研究背景与意义 ....... 1
1.1.1 论文研究的背景 ........ 1
1.1.2 论文研究的意义 ........ 2
1.2 相关研究概述........... 2
1.2.1 国内研究现状2
1.2.2 国外研究现状4
1.2.3 对现有研究的评述 ... 5
1.3 研究主要内容、思路和方法 .......... 5
1.3.1 研究主要内容与思路5
1.3.2 研究方法........ 6
第二章 相关理论概述...........8
2.1 市场营销理论的发展过程 ... 8
2.2 市场营销策略理论基础 ...... 8
2.2.1 市场细分理论8
2.2.2 目标市场营销理论 .... 9
2.2.3 市场定位理论 .......... 10
2.2.4 4P 营销策略理论........
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