宁夏H公司发挥宁夏所在的西部地域和少数民族特色,利用清真特色,结合宁夏靠近西部

的区域优势资源,利用宁夏作为牛羊肉的特色核心竞争优势,将“涝河桥”牌清真牛羊肉产销

量逐年扩大并走向全国和阿拉伯地区,H公司的快速发展的同时也带动了宁夏地区清真牛羊肉

产业的快速发展。但在日趋严峻的市场竞争中,清真牛羊肉的品牌日益增多,H公司的营销管

理体系面临困难,市场竞争手段单一,市场竞争策略相对简单,致使销售管理成本上升,公司

获利能力下降。

本文从H公司目前的发展状况出发,仔细分析目前公司存在的部分问题,运用STOT分析法,

分析H公司的优势、劣势、机会、威胁,从而制定出相对应的营销策略。分别从产品、价格、

渠道、促销这四个方面对H公司市场营销策略进行深入分析,在此基础上,为之制定出一套有

效的市场营销策略,相信对H公司加速形成核心竞争力,实现跨越式发展,有借鉴意义。

关键词:H公司,营销现状,对策研究

Abstract

The H Company folly developed area advantages and national features. Which is mainly focusing on

national features, rapidly conformity national area advantages and gathering the core competitiveness of

Ning Xia, the place of origin. The band of Lao He Qiao Muslims' bf and mutton, who pushed the band

healthy and rapidly developing all over the country and the world. In fierce daily market competition,

Muslims' beef and mutton company became more and more, the H company,s marketing and sales

management faced the difficulty which is trade competitiveness becoming fierce and descending of

earnings-generating capacity. Even that with improving capacity and simple market competition, it made

the sales management cost rising and profit descending. Otherwise some company developed the sales

management of the product,who using price-off promotions. Market and consumer became mature and

rational, that causing the H company profit descend.

This thesis tells that the developing of H company, which is using SWOT analysis, from strengths,

weakness, opportunity, to threats. To ttiis questions, it developing from products, price,channel to sales,

that deeply analysis sales marketing strategy for the H company. It would made useful effect to conforming

core competitiveness and great-leap-forward development leapfrog develop.

Key words: H Ci.,Ltd., current situation, countermeasures study