中国饲料产量自 2011 年开始，已经赶超美国成为世界第一 [1] 。饲料行业历经 40 年 的发展，行业竞争也已经进入白热化阶段，一大批缺乏竞争力的企业面临着被整合淘汰。 中小型饲料企业必须顺应行业发展趋势，找到适合自己的快速发展道路，在行业整合阶 段保持屹立不倒并实现企业目标；再加上大环境的影响（环保、病害、消费端需求变化 等），如何增加水产品养殖的单位产量是整个行业面临的重大问题，而作为养殖环节中 最重要的一环——饲料，在其中的作用尤其突出。但目前市场上还有很多养殖户无法改 变其落后养殖观念，使用低档颗粒饲料，养殖效果参差不齐，收益得不到保障。要改变 目前行业现状，高端饲料的推广和普及是必然趋势。 本文通过绪论介绍了案例的研究背景、目的及意义、文献综述、研究思路及技术路 线、研究方法等，阐述了 AH 公司鱼安康营销案例研究的重要性和可行性；通过对三水 市场的概况分析、以及运用 STP、4P 营销组合策略对市场营销战略及策略现状进行的分 析，运用总体环境分析（政治、经济、社会、技术）、波特五力模型竞争环境分析、以 及客户需求分析，对市场营销环境现状进行了详细分析，得出AH公司的整体竞争优势； 通过运用 SWOT 分析得出最适合 AH 公司的发展战略；再通过综合分析总结出 AH 公司 在三水市场取得的成效和成功原因；最后介绍了 AH 公司“鱼安康”营销案例研究的应用、 优化及未来营销的财务预测内容。 AH 公司在三水市场短短两年时间就做到了市场占有率第二，三年内市场占有率达 到第一。本文通过对其鱼安康在三水市场的营销案例研究的分析，不仅对 AH 公司高端 饲料推广有实践意义，对同行业找出自己的竞争优势战略也提供了经验和借鉴，同时对 AH 公司鱼安康在市场的未来发展也做了预测和展望。 关键词，鱼安康；三水市场；营销策略II Abstract Since 2011, China's feed production has surpassed the United States to become the world's largest feed country [1]. After 40 years of development of the feed industry, industry competition has also entered a increasingly acrimonious stage, and a large number of uncompetitive enterprises are facing a situation that would be integrated or even eliminated. Small and medium-sized feed enterprises must follow the development trend of the industry, find a rapid development path that suits themselves, maintain their standing in the industry integration stage and achieve corporate goals. Besides, under the impact of that background (environmental protection, disease, changes in consumer demand, etc.), how to increase the unit yield of aquaculture is a major problem facing the whole industry, and feed, as the most important part of the farming process, is playing an particularly prominent role. However, there are still many farmers on the market who cannot change their backward farming concept. They use low-end pellet feeds, which have mixed farming effects, so the benefits are not guaranteed. To change the current status of the industry, the promotion and popularization of high-end feed is an inevitable trend. This paper introduces the research background, purpose and significance of the case, literature review, research ideas, technical routes, research methods, etc. in the introduction section, and expounds the importance and feasibility of the AH company Fish Ankang (a kind of feed that accelerate fish's growth speed) marketing case study. Through a series of analyses including the analysis of the Sanshui market overview, analysis of marketing strategy and the current situation of strategy by using STP and 4P marketing combination strategy, the detailed analysis of status quo of the marketing environment by using overall environmental analysis (political, economic, social, technical), Porter's five-force model competitive environment analysis, and customer demand analysis, the overall competitive advantage of AH Company is obtained. Through SWOT analysis, development strategy that is most suitable for AH company is obtained. Through comprehensive analysis, the results and success reasons of AH Company in Sanshui market are concluded. Finally, the application, optimization of AH's Fish Ankang marketing case study and financial forecasting content are introduced. AH company achieved the second market share in the Sanshui market in just two years, and the market share reached the first place within three years. Through the analysis of the marketing case study of Fish Ankang in Sanshui market, this paper not only has practical significance for AH company's high-end feed promotion, but also provides experience andIII reference to find out its own competitive advantage strategy in the same industry, meanwhile, also makes predictions and prospects for the future development of Fish Ankang of AH company in the market. Key words:Fish Ankang; Sanshui Market;Marketing strategyIV 目录 摘要.............................................................................................................................................I Abstract .................................................................................................................................... II 图表清单................................................................................................................................VII 第一章绪论................................................................................................................................1 1.1 研究背景 ......................................................................................................................... 1 1.1.1 饲料行业概述........................................................................................................... 1 1.1.2 饲料发展趋势........................................................................................................... 1 1.1.3 三水市场概述及发展趋势....................................................................................... 3 1.2 研究目的及意义 ............................................................................................................. 4 1.2.1 理论意义................................................................................................................... 4 1.2.2 实际意义................................................................................................................... 5 1.3 文献综述 ......................................................................................................................... 5 1.3.1 研究综述................................................................................................................... 5 1.3.2 理论综述................................................................................................................... 6 1.4 研究的思路和方法 ......................................................................................................... 7 1.4.1 研究思路及技术路线............................................................................................... 7 1.4.2 研究方法................................................................................................................... 8 第二章 AH 公司“鱼安康”在三水市场的概况和营销现状...................................................9 2.1 AH 公司背景介绍及三水市场概况 ............................................................................... 9 2.1.1 背景介绍................................................................................................................... 9 2.1.2 市场基本情况........................................................................................................... 9 2.1.3 营销团队情况......................................................................................................... 12 2.2 AH 公司“鱼安康”在三水市场的营销战略现状.......................................................... 13 2.2.1 市场细分（S） ...................................................................................................... 13 2.2.2 目标市场选择（T） .............................................................................................. 14 2.2.3 市场定位（P） ...................................................................................................... 16 2.3 AH 公司“鱼安康”在三水市场的营销策略组合现状.................................................. 16 2.3.1 产品策略现状......................................................................................................... 17V 2.3.2 价格策略现状......................................................................................................... 19 2.3.3 渠道策略现状......................................................................................................... 20 2.3.4 促销策略现状......................................................................................................... 22 2.4 本章小结 ....................................................................................................................... 23 第三章 AH 公司“鱼安康”在三水市场的营销环境分析.....................................................25 3.1 外部环境分析 ............................................................................................................... 25 3.1.1 总体环境分析......................................................................................................... 25 3.1.2 竞争态势分析......................................................................................................... 28 3.1.3 客户需求分析......................................................................................................... 34 3.2 内部环境分析 ............................................................................................................... 35 3.2.1 资源分析................................................................................................................. 35 3.2.2 能力分析................................................................................................................. 38 3.3 本章小结 ....................................................................................................................... 41 第四章 AH 公司在三水市场的 SWOT 分析及战略选择...................................................42 4.1 AH 公司在三水市场的 SWOT 分析 ............................................................................ 42 4.2 AH 公司在三水市场的战略选择 ................................................................................. 43 4.3 本章小结 ....................................................................................................................... 44 第五章 AH 公司“鱼安康”三水市场营销成效及其原因分析.............................................45 5.1 营销成效 ....................................................................................................................... 45 5.1.1 成果总结................................................................................................................. 45 5.1.2 成功经验总结......................................................................................................... 47 5.2 原因分析 ....................................................................................................................... 48 5.2.1 营销战略的成功原因分析..................................................................................... 48 5.2.2 营销策略组合的成功原因分析............................................................................. 49 5.2.3 团队成功的原因分析............................................................................................. 60 5.3 本章小结 ....................................................................................................................... 62 第六章 AH 公司“鱼安康”营销案例研究的应用、优化及未来营销的财务预测 ............64 6.1 应用 ............................................................................................................................... 64 6.2 优化 ............................................................................................................................... 64 6.3 未来营销的财务预测 ................................................................................................... 65VI 结论..........................................................................................................................................68