摘要
2015年2月,习近平主持召开中央财经领导小组第九次会议已经强调,提到要
合理统筹水资源需要用系统思维把控水的全治理过程,把主次分清、理清因果关系,当
前的对我们来说的关键环节是合理节水,说到底还是要从观念、意识、措施等重要的几
个方面都要突出把节水放在优先位置。习总书记把节水摆在了治水工作的首位,体现了
中央的节水意志。节水灌溉是现代农业的一个重要发展方向,也是传统设施农业机械化
和智能化的发展过程,以计算机软件系统、网络为控制平台,通过有线或者无线网络对
设备进行远程遥控并完成农业灌溉活动,即将农业灌溉活动机械化、网络化。广西JJR
公司应运而生。JJR公司自创建以来,一心一意专研于智能水肥一体化技术、集成和服
务。集公司智慧推出的“智能水肥一体化管理系统”,成功为全国的大型农场主、农产
品投资企业和大型国有企业下涉农子公司等客户,提供有关水肥一体化的服务,例如:
灌溉系统设计、施工、技术推广、咨询等等,而且快速涉及到了水肥一体化货物的销售

由于国内行业技术起步较晚,并且受限于行业标准体系不够完善、农业技术人才短缺等
不利因素,从而使得行业内多数企业仍停留在低端设备、技术的提供阶段。国内农业种
植市场仍以个体农户为主,个体占有农地面积有限。虽然多年来国家大力支持农村发展
建设,但由于管理制度体系不完善,国家的支持并没有充分得到落实,行业市场上消费
群体的经济实力不足,从而影响到市场需求。行业标准体系不够完善。使得有些企业在
项目承揽过程中容易钻空子,破坏市场良好的竞争秩序。另一方面,市场中部分客户对
行业技术情况的理解不足而受低价诱惑,导致由于产品设备质量过低在使用过程效用不
明显,而最终影响行业市场信誉,从而影响到市场的推广。另外,广西JJR公司经营规
模较小、融资渠道较为单一,发展也面临着自身的问题。本文将基于STP理论营销策略
对广西JJR公司进行研究并提出有益建议

关键词:企业营销;目标营销;STP理论营销策略
1 Guangxi JJR company marketing strategy research
—based on STP theoretical
ABSTRACT
In February 2015, xi jinping hosted the 9th meeting of central finance leading group
(stressed that must use system thinking as a whole the whole process of water treatment, and
distinguish between primary and secondary, causal relationship, the current is the key links in
water,saving,from conception,consciousness,measures and so on various aspects to put
water in a priority. General secretary xi put water conservation at the top of the water
treatment work, which embodies the central water saving will. Water-saving irrigation is an
important development direction of modem agriculture, is the traditional agricultural
mechanization and the development of the intelligent facilities, with the computer software
system, the network as the platform, through wired or wireless network to remote control and
complete the agricultural irrigation equipment, the mechanization of agriculture activities,
network. Guangxi JJR company came into being. Since its establishment, the company has
focused on the r&d3 integration and service of intelligent water and fertilizer integration
technology. Company independent research and development of intelligent integrated water
management system&39;’,as the national large-scale farmers,agricultural investment enterprises
and large state-owned enterprises under the agricultural subsidiary customers with cucumber
in irrigation system such as design, construction, technology promotion, consulting services,
as well as cucumber in the sale of goods. Due to the domestic industry technology starts late,
and restricted to the system of the industry standard is not perfect enough, agricultural
technology talent shortage, such as adverse factors, so as to make the industry most
enterprises is still in low-end equipment and technology to provide stage. The domestic
agricultural planting market is still dominated by individual farmers, with limited area of
farmland. Although the state strongly support the development of rural construction for many
years, but because of incomplete management system, the support of the country are not fully
i
implemented, industry market consumption group&39;s economic strength is insufficient, so as to
i
II affect the market demand. The industry standard system is not perfect. It makes some
enterprises easy to drill down in the process of project undertaking and destroy the good
competition order. In the market, on the other hand, part of the customers&39; insufficient
understanding of the industry technology situation and by low price temptation, as low quality
of products equipment in use process effect is not obvious, and ultimately industry market
credibility,which affect the promotion of the market. In addition^ guangxi JJR company has a
small business scale and a single financing channel,and its development faces its own
problems. Based on STP theory marketing strategy, this paper conducts research on JJR
company in guangxi and puts forward useful Suggestions.
Key words: Enterprise marketing; Target marketing; STP theoretical
marketing strategy.
i
hi 目录
摘要 I
ABSTRACT II
m-m i
n研究背景和意义l.i.i研究背景1.1.2研究的意义1.2国内外研究现状1.2.1国外研宂现状1.2.2国觸宄现状1.2.3研究述评1.3研究目标与研究内容1.3.1研宄#标1.3.2研究内容1.4研宄方法与框架1.4.1研究方法1.4.2研究框架第二章STP营销理论基础2.1相关概念 8
2.1.1市场营销的含义2.1.2市场营销的起源和发展2.1.3STP理论的含义2.22.2.1市场细分的含义2.2.2市场细分的步骤2.2.3市场细分的作用2.3 g标市场选择2.3.1目标市场选择的相关内容IV
I 2.3.2目标市场选择策略2.4市场定位 11
第三章广西JJR公司发展环境分析3.1广西JJR公司发展及其经营现状3.1.1广西JJR公司发展历程3丄2广西JJR公司经营现化3.2广西JJR公司的营销发展环境分析3.2.1宏观环境分析3.2.2微观环境分析3.3广西JJR公司SWOT分析3.3.1 JJR企业的优势因素(strength) :3.3.2广西JJR企业的劣势因素(Weaknesses) :3.3.3 JJR 企业的机遇因素(Opportunities) :3.3.4 JJR企业的威胁因素(Threats)第四章广西JJR公司市场定位
22
4.1广西JJR公司市场细分
22
4.1.1地理齡
22
4丄2人口细分
22
4.1.3心理细分
22
4.1.4行为细分
23
4.2广西JJR公司目标市场策略分析
23
4.2.1目标市场选择依据
23
4.2.2目标市场选择
24
4.3广西JJR公司市场重新定位
26
4.3.1广西JJR公司目前市场定位及存在问题
26
I
4.3.2广西JJR公司市场重新定位
27
第五章广西JJR公司市场营销策略及保障措施
29
5.1JJR公司在市场营销中的创新策略
29
5.1.1服务营销策略
29
5.1.2体验式营销策略
29
V
I
I 5.2保障措施 30
5.2.1组织架构
30
5.2.2企业文化
31
5.2.3薪酬制度
31
B六＊结论与展望 32
6.1主要结论 32
6.2 MM
32
参考文献 33
1IC W
36
VI 广西大学商级管理人员工商着理硬士学位论文
广西ITR公司基于STP理论营销策略研究
第一章绪论
1.1研宄背景和意义
l.i.i研宄背景
在上个世纪六十年代初,有位以色列的务农人员在劳作当中无意看到这样一种情
况,有一块田地的庄稼生长情况比其他田地的庄稼生长情况要好,经过仔细观察后,他
发现庄稼生长情况好的那块田地里有一个破漏的水管,得出这样一个结论,长得好是由
于庄稼处经常得到适应的水的滋润。这也是他经过反复认真地观察后,悟出了土壤的水
分能够继续保持才有利于庄稼成长,为了能够在以色列这个土地稀少的地方产出更多的
粮食,经过不断试验,他研发出一种十分可靠的方法,通过这种方法,可以有效的提高
灌溉效率,使得化肥和农药的使用量适中,节约水的用量。从那以后,以色列的在农业
用水总量保持不变的基础上,农业收成产出了以往的5倍之多。自从那时起,以色列利
用农业技术创新领先的不断在农业上有新突破,全世界的人民也因为以色列国土面积
小,并且建立
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