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现代林业迅速发展,林业产品日益广泛,产品的竞争也日趋激烈,如何利用 自身优势树立良好的品牌形象,开展市场营销活动,制定科学有效的市场营销策 略对于企业的发展更为关键。 本文针对 HS 绿色食品公司的营销问题进行了研究,在研究中首先对 HS 公司 面临的竞争背景、国内外对于市场营销研究的情况进行了概述;其次对本文应用 的营销理论知识进行了简要介绍;然后在对 HS 绿色食品公司的总体发展情况、市 场营销情况进行介绍的基础上对其在市场营销中存在的问题及原因进行了分析, 根据公司的实际情况制定了新的营销策略,同时制定了相应的保障措施。 关键词:绿色食品;森工企业;市场营销;营销策略-II- Abstract Modern forestry is developing rapidly, forestry products are becoming more and more extensive, and product competition is becoming increasingly fierce. How to use its own advantages to establish a good brand image, carry out marketing activities, and formulate scientific and effective marketing strategies are more critical to the development of enterprises. This paper studies the marketing problems of HS Green Foods Co., Ltd. In the research, it first summarizes the competition background faced by HS companies and the domestic and international research on marketing research. Secondly, it briefly introduces the marketing theory knowledge applied in this paper. Then, based on the introduction of the overall development and marketing of HS Green Food Company, the problems and causes in marketing were analyzed. According to the actual situation of the company, a new marketing strategy was formulated and a new marketing strategy was formulated. The corresponding safeguards. Keywords: Green food; Forest Industry Enterprise; Marketing; Marketing strategy-III- 目录 中文摘要...........................................................................................................................I Abstract.............................................................................................................................II 绪论...................................................................................................................................1 一、研究的背景.......................................................................................................1 二、研究的目的及意义...........................................................................................1 三、国内外研究现状...............................................................................................2 四、研究内容和研究方法.......................................................................................8 第一章 相关概念和理论.............................................................................................10 第一节 绿色食品...................................................................................................10 一、绿色食品定义.........................................................................................10 二、绿色食品标准.........................................................................................10 第二节 相关理论...................................................................................................11 一、STP 理论.................................................................................................11 二、4P 理论....................................................................................................12 三、发展战略理论.........................................................................................14 四、SWOT 分析.............................................................................................15 本章小结.................................................................................................................15 第二章 HS 公司营销发展现状及问题.........................................................................16 第一节 HS 公司概况...........................................................................................16 一、HS 公司的发展现状...............................................................................16 二、HS 公司机构设置及部门分工...............................................................17 第二节 HS 公司营销策略现状及问题.................................................................19 一、HS 公司产品策略...................................................................................19 二、HS 公司渠道策略...................................................................................21-IV- 三、HS 公司价格策略...................................................................................22 四、HS 公司促销策略...................................................................................22 五、HS 公司营销策略存在问题...................................................................22 第三节 营销策略存在问题原因分析...................................................................24 一、资金投入不足导致品牌建设滞后.........................................................24 二、缺乏独立加工厂导致产品统一管理难度大.........................................25 三、制度建设滞后导致各项问题频出.........................................................25 四、加盟店管理不足导致各自为政.............................................................25 本章小结.................................................................................................................25 第三章 HS 公司营销环境 SWOT 分析........................................................................26 第一节 外部环境分析...........................................................................................26 一、机遇.........................................................................................................26 二、威胁.........................................................................................................27 第二节 内部环境分析...........................................................................................28 一、HS 公司发展的优势...............................................................................28 二、HS 公司发展的劣势...............................................................................30 本章小结.................................................................................................................31 第四章 HS 公司营销策略的优化.................................................................................32 第一节 市场细分与精准定位...............................................................................32 一、市场细分.................................................................................................32 二、目标市场选择.........................................................................................33 三、市场精准定位.........................................................................................33 第二节 HS 公司营销策略的具体改进措施.........................................................34 一、产品策略改进措施.................................................................................34 二、促销策略改进措施.................................................................................36 三、价格策略改进措施.................................................................................39-V- 四、渠道策略改进措施.................................................................................40 本章小结.................................................................................................................42 第五章 HS 公司营销策略优化的保障措施.................................................................43 第一节 机制改革建设保障措施...........................................................................43 一、进行企业整合重组增强控制权.............................................................43 二、推进股份制改制吸纳资金.....................................................................43 三、强化制度建设吸纳人才.........................................................................44 四、加强物流仓储建设保证供货.................................................................44 第二节 店面管理制度完善保障措施...................................................................45 一、强化店面统一管理.................................................................................45 二、加强店铺经营管理.................................................................................46 本章小结.................................................................................................................46 结论.................................................................................................................................47