Abstract
II
Research on marketing optimization strategy of
Jiangsu SG biochemical equipment enterprise
Abstract
With the emerging biochemical industry gradually replacing the traditional
chemical industry, in the national economy products, fermented products occupy a
certain proportion, and play a significant role in the development of national economy.
This has also led to the rapid development of China's fermentation equipment
industry. With the increase of the demand for fermented products, the competition of
the whole fermenter equipment industry is fierce gradually. In order to develop
steadily in the market, fermenting equipment companies gradually put the adjustment
on the marketing market at the core of the business. In this paper, Jiangsu SG
biochemical fermentation equipment company as the research object(the following is
called SG company) , research and analysis of the company's marketing strategy and
further optimize the marketing strategy analysis.
Based on the related theory of marketing strategy management, this paper uses
the STP theory to subdivide the target market of SG company, analyze the market
selection, and find the market position accurately. In the analysis process, Potter five
force model is used to analyze the competitive environment of SG company. SWOT
analysis is used to analyze the strengths and weaknesses, opportunities and threats of
the competition. Combined with the trend of the industry and the characteristics of the
products, the company's existing marketing situation and strategies, including the
problems exposed, are comprehensively sorted out. Finally, the marketing strategy is
formulated and safeguards are made for marketing strategy.
Through research, we believe that SG can achieve the optimization of SG's
marketing strategy through product strategy, price strategy, channel strategy,
promotion strategy and cost leadership strategy. At the same time, effective measures
such as improving after-sales service, improving personnel's organization
Abstract
III
construction and establishing brand awareness of enterprises should be effective
measures to ensure the implementation of marketing strategy optimization, so as to
improve the viability and competitiveness of enterprises in the market.
Key words: Market strategy; market segmentation; Overall cost leadership
目录
IV
目录
中文摘要I
Abstract ........... II
第一章 绪论 ......... 1
第一节 选题背景与研究意义 .. 1
一、 选题背景 ..........1
二、 选题目的和意义 ....2
第二节 文献综述 ........... 2
一、 国外市场营销研究现状 ..........2
二、国内市场营销研究现状 ...........4
第三节 研究内容和方法 ...... 6
一、研究内容 ...........6
二、 研究方法 ..........7
第四节 论文创新之处 ........ 8
第五节 本章小结 ........... 9
第二章 市场营销相关理论综述 ..... 10
第一节 企业战略 .......... 10
第二节 市场营销理论 ....... 11
一． STP理论 .......... 11
二、 产品策略 ......... 12
三、 价格策略 ......... 12
四、 渠道策略 ......... 12
五、 促销策略 ......... 13
第三节 主要分析工具 ....... 13
目录
V
一、 波特五力模型 ..... 13
二、 SWOT模型分析 ..... 15
第四节 本章小结 .......... 16
第三章 SG公司营销策略的市场环境分析 ........ 17
第一节 SG公司波特五力模型分析 ........ 17
一、 同行业同领域主要竞争者分析 .... 17
二、 替代品威胁 ....... 18
三、 供应商讨价还价能力 ........... 19
四、 购买商讨价还价能力 ........... 19
第二节 SG公司的竞争优势分析 .......... 21
一、 地理位置的优越性 . 21
二、 产品种类增多 ..... 22
三、 部分产品性价比高 . 22
四、 技术的提高 ....... 23
五、 一站式服务 ....... 23
第三节 SG公司竞争劣势分析23
一、 综合实力一般 ..... 23
二、 企业管理欠缺 ..... 24
三、 生产协调能力欠缺 . 24
四、 技术力量不足 ..... 24
五、 尾款回笼困难 ..... 25
六、 国外市场涉足不深 . 25
第四节 SG公司外部机会分析25
一、 市场需求扩大 ..... 25
二、 国家和政府的扶持 . 27
三、 国际客户群的扩大 . 28
第五节 SG公司的外部威胁分析 .......... 28
一、 国家和国际经济变动的影响 ...... 28。