中图分类号：F274密级：公开
UDC：本校编号：
工商管理硕士(MBA)学位论文
论文题目：青岛HT 贸易有限公司棉花营销策略
研究
研究生姓名：宋丹丹学号：2719094
学校指导教师姓名：万炎职称：副教授
论文提交日期：2022.04.01论文答辩日期：2022.05.28
工商管理硕士(MBA)学位论文
青岛HT 贸易有限公司棉花营销策略研究
Research on Cotton Marketing Strategy of Qingdao HT Trading
Co.,Ltd.
作者姓名：宋丹丹
研究方向：市场营销
学号：2719094
导师姓名：万炎
完成日期：2022.03.01
兰州交通大学
Lanzhou Jiaotong University
兰州交通大学工商管理硕士(MBA)学位论文
摘要
我国是棉花种植、生产、销售、加工大国，棉花更是众多农民的主要收入来源，在
整个家庭收入当中占据重要地位。棉花价格的高低，将会对我国农民的整体经济收入造
成一定的影响，对其生活水平的好坏造成直接影响。因此，棉花对于我国国民经济发展、
社会稳定等具有十分重要的作用。进入二十一世纪以来，我国经济迎来了快速发展的机
遇期，同时伴随世界经济一体化程度加快，中国加入世贸组织等，这些都导致中国经济
与世界经济的联系程度加深。正因为如此，我国的棉花企业开始面临更多的挑战和机遇，
出现机遇和挑战并存的局面。我国的棉花种植不同于高度机械化的美国等发达国家，受
限制于小农经济的影响，面我国的棉花种植呈现出小规模的特点，大面积、高机械化的
程度较低，这也就导致棉花在质量、价格方面不具备太多的优势，尤其是国际市场当中，
这方面的短板更是比较明显。这样一来就形成了同等类型的棉花，国外市场质量更好、
价格更低，而国内的棉花市场则是质量较差、价格也更高。除此之外，在棉花的加工工
艺上也不具备太多优势，加之人工成本较高，综合下来棉花的优势就低。青岛HT 贸易
有限公司自然也不能幸免于这一状况，既面对着挑战，又有着无限的机遇。
本文首先对国内外有关棉花营销以及企业营销的资料进行查阅和整理，并根据选题
对营销策略有关理论进行归纳。在此基础上分析青岛HT 贸易有限公司市场营销外部环
境，通过分析内外部环境，得出其目前面临的机会和威胁。对青岛HT 贸易有限公司进
行营销现状分析，总结其在营销策略当中存在的问题，主要表现为为企业品牌意识淡薄、
对营销策略缺乏足够的重视、产品的开发力度不够、以及渠道延伸力度不够等。本文针
对青岛HT 贸易有限公司所存在的问题进行梳理、整合和研究，结合青岛HT 贸易有限公
司实际情况，从产品策略、价格策略、渠道策略、促销策略等方面来进行改进。为了促
使最终的营销策略能够顺利实施，在组织架构、法定程序约束、增强人才贮备、建立激
励保障这四个方面建立保障制度。
总之，希望本研究能为青岛HT 贸易有限公司提供营销策略方面的有效措施，帮助
其解决营销策略问题，促使公司能够快速发展，也能够为我国其他棉花贸易公司提供一
定的借鉴意义，为棉花贸易公司的蓬勃发展做出一定的贡献。
关键词：棉花规范；棉花贸易；营销策略
论文类型：应用研究
I
青岛HT 贸易有限公司棉花营销策略研究
Abstract
my country is a big country in the cultivation,production,sales and processing of cotton.
Cotton is the main source of income for many farmers and occupies an important position in
the income of the entire family.The price of cotton will have a certain impact on the overall
economic income of Chinese farmers,and will have a direct impact on the quality of their
living standards.Therefore,cotton plays a very important role in my country's national
economic development and social stability.Since the beginning of the 21st century,my
country's economy has ushered in a period of opportunity for rapid development.At the same
time,with the acceleration of world economic integration and China's accession to the WTO,
all these have led to the deepening of China's economy and the world economy.Because of
this,my country's cotton enterprises have begun to face more challenges and opportunities,
and a situation where opportunities and challenges coexist appears.Due to the small scale of
my country’s cotton enterprises and the high cost of raw materials,there is a huge gap with
similar foreign enterprises in terms of variety,quality,and price.After joining the WTO,they
will face similar foreign cotton enterprises with low prices and good quality imported cotton.,
my country's cotton enterprises are obviously at a disadvantage in competition.In particular,
it will have a greater impact on some small-scale,technologically backward enterprises,and
create new competitive pressures on cotton consumption.This situation is both an opportunity
and a challenge for Qingdao HT Trading Co.,Ltd.
This article first consults and sorts out domestic and foreign related materials on cotton
marketing and corporate marketing,and summarizes the relevant theories of marketing
strategies based on the selected topics.On this basis,it analyzes the external environment of
Qingdao HT Trading Co.,Ltd.'s marketing,and obtains the opportunities and threats it
currently faces by analyzing the internal and external environments.Analyze the marketing
status of Qingdao HT Trading Co.,Ltd.and summarize the problems existing in its marketing
strategy.The main manifestations are the lack of corporate brand awareness,insufficient
attention to marketing strategies,insufficient product development,and insufficient channel
extension..This article sorts out,integrates and studies the existing problems of Qingdao HT
Trading Co.,Ltd.,combining with the actual situation of Qingdao HT Trading Co.,Ltd.,
makes improvements in terms of product strategy,price strategy,channel strategy,and
promotion strategy.In order to facilitate the smooth implementation of the final marketing
strategy,a guarantee system has been established in the four aspects of organizational
structure,legal procedural constraints,enhancement of talent reserves,and establishment of
incentive guarantees.
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