维生素是维持人和动物正常生理功能所必须的一类有机化合物。自 2001 年以来， 中国维生素产业高速发展，经历了崛起、整合、技术革新和市场竞争激烈等相应阶段。 中国维生素行业已走出上世纪因资金、技术短缺而受制于人的困境，在技术、生产、 营销、市场等方面积累了宝贵的运营经验，同时也具备了与国外企业竞争的金融资本。 然而，当前环保督察呈“常态化”“具体化”，众多落后产能遭遇淘汰；全球汇率波 动明显，人民币升值，维生素价格下跌，企业利润进一步受到压缩；当前全球贸易摩 擦不断且贸易保护主义盛行；近两年维生素产品利润高，产业资本和金融资本活跃， 新进入者增加，新上马维生素企业众多，行业竞争格局进一步分散。在此复杂的国内 外市场环境下，维生素企业能否基于自身的客观情况并从战略的角度合理地调整自身 的营销策略，决定着其今后的生存与发展。 本文在市场调查、实地调研的基础上，利用 PEST 分析法、波特五力模型、SWOT 分析法及市场营销组合理论，对集生物发酵技术、化工合成技术于一身的国内大型维 生素生产企业 AHTG 公司进行亚洲国际市场营销现状分析，并由此找出其在亚洲国 际市场营销策略方面存在的诸多不足：产品结构不健全、定价策略不合理、人员激励 不足以及销售渠道设计不佳等问题。针对这些问题，基于 AHTG 公司的国际市场宏 观环境、行业与竞争环境、价值链角度的优劣势分析，本文对 AHTG 公司亚洲国际 市场营销策略的优化提出相关建议：产品结构上，采取纵向一体化战略，增加产品组 合的深度，在当前的行业竞争红海中，寻找利基产品；定价策略上，发挥规模优势， 对企业价值链各环节采取成本节约措施，降低生产成本。同时，根据各产品市场占有 率的不同制定相应的定价策略；促销策略方面，做好人员推销，提高销售人员素质， 建立有效的激励制度及业绩考核制度；销售渠道方面，采取直接销售的短渠道策略并 加强对现有渠道的维护工作。最后，为 AHTG 公司亚洲国际市场营销策略的实施制 定保障措施，从而使得各优化策略得以高效落实。 本文在综合分析维生素行业整体竞争环境的基础上，分析 AHTG 公司当前营销 体系存在的问题，并提出相应解决方案，从而使得 AHTG 公司进一步发展并成长为 世界领先的维生素企业。同时，由于国内外鲜有关于维生素行业的国际市场营销类论 文，故，本文也为同行业其它企业提供了国际市场营销方面的建议，具有一定的参考 价值。 关键词：国际市场营销；营销策略；维生素I ABSTRACT Vitamins are of organic compounds vital for maintaining physiological functions of both human and animals. Since 2001, Chinese vitamin industry has developed rapidly and gone through several stages like rising, integration, technological innovation and fierce market competition, etc. Currently, Chinese vitamin industry has emerged from predicament of being restricted in capital and technology, accumulating valuable operation experience in aspects of technology, production, marketing, sales channel, etc and also possessing enough financial capital to compete with foreign enterprises. However, at present, market environment is quite complicated. Environmental protection inspection tends to be common and specific, which has eliminated backward production capacity in large amount. The global currency exchange rate fluctuates obviously and RMB has appreciated, causing vitamins price to decline and reducing profit of Chinese manufacturers accordingly. Current global trade friction and trade protectionism prevail. Due to high investment returns in vitamin industry, industrial and financial capital are active and attracted to invest on new plants, which is quite numerous and make the whole industry competition pattern further dispersed. Considering the above negative factors, survival and development of Chinese vitamin enterprises are decided by whether they can reasonably adjust their marketing strategies based on their own objective conditions and also from strategic perspective. Based on market investigation and on-site research of AHTG, this paper analyze its present situation of international marketing in Asia. AHTG is a large domestic vitamin manufacturing enterprise holding biological fermentation technology and chemical synthesis technology. The analysis methods include PEST, Michael Porter’s Five Forces Model, SWOT, Marketing Mix, etc. Many shortcomings have been found out in existing marketing strategies of AHTG in Asia, like single product structure, unreasonable pricing strategy, insufficient personnel incentives and unsatisfactory sales channel design, etc. To solve these problems, based on analysis of macro environment, industry and international environment, advantages and disadvantages in value chain, this paper put forward relevant suggestions on optimization of international marketing strategies of AHTG in Asia. On product structure, vertical integration strategy should be taken to increase product portfolios and Niche products should be found in the current Red Sea vitamin industry. In terms of Pricing Strategy, AHTG should give full play to its scale advantage and takeII cost-saving measures in every link of its enterprise value chain to reduce production costs. Meanwhile, AHTG should formulate corresponding pricing strategies according to market share of each product. As to Promotion strategy, personnel promotion should be recommended while quality of sales person needs to be improved with effective incentive and performance evaluation system established. Regarding Place Strategy, short sales channel strategy should be adopted and maintenance of existing sales channel. In the end, guarantee measures are formulated for the implementation of international marketing strategies of AHTG in Asia, so that relevant optimization strategies can be effectively put into effect. Based on the comprehensive analysis of the overall competitive environment of vitamin industry, this paper is to find out problems existing in current marketing system of AHTG and put forward corresponding solutions, so that AHTG can develop into a leading vitamin enterprise in the world. Also, this paper will provide suggestions on international marketing strategies for other vitamin enterprises, which to some extent holds reference value. KEYWORDS: International Marketing Marketing Strategies Vitamin1 目 录 第一章 绪论...................................................................................................1 第一节 选题背景 ............................................................................................................1 第二节 研究目的与意义 ................................................................................................2 第三节 国内外市场营销策略研究现状 ........................................................................2 第四节 研究思路和研究内容 ........................................................................................5 第五节 研究方法 ............................................................................................................7 一、文献研究法............................................................................................................7 二、问卷调查分析法....................................................................................................7 三、案例分析法............................................................................................................7 第二章 相关基本理论...................................................................................8 第一节 营销体系优化的分析工具 ................................................................................8 一、PEST 分析..............................................................................................................8 二、波特五力模型分析..............................................................................................10 三、SWOT 分析..........................................................................................................10 第二节 市场营销组合理论 ..........................................................................................11 一、4Ps 营销组合理论 ...............................................................................................11 二、4C 营销组合理论 ................................................................................................12 第三章 AHTG 公司亚洲市场营销环境分析.............................................14 第一节 AHTG 公司亚洲市场营销宏观环境分析 ..........