D公司营销策略研究毕业论文.docVIP

毕业论文 （2011届） D公司营销策略研究 摘 要 市场营销策略是企业营销过程中必要的手段，一个企业想要在激烈的市场竞争中立稳脚跟，就必须选择切实有效的市场营销策略。桐乡杭白菊产业近年来得到大力发展，已经成为桐乡市农业的支柱产业。本文研究的新和杭白菊有限公面临着同行业的挑战和市场竞争压力。新和杭白菊应如何面对这种内外环境的变化所带来的挑战，制定适合自己公司的市场营销策略，从而在竞争中立于不败之地，本文对此研究具有很大的现实意义。 本文运用市场营销策略有关的理论知识，对新和杭白菊的经营现状、内外部环境进行充分了解和调查的基础上，从营销现状着手，分析公司在营销策略方面存在的问题，并对内外部环境进行分析找出公司的优劣所在。同时应用理论与实际结合的方法，针对公司的主要产品制定产品、价格、促销、渠道等方面的策略。以确保新和杭白菊能够适应激烈的市场竞争和环境变化，并且有效的实施。 关键词：杭白菊；营销策略；农产品营销Abstract Plastic Marketing strategy is the process of marketing the necessary means to an enterprise wants to neutral in the fierce market competition stable foothold, they must choose an effective marketing strategy. In recent years Tongxiang chrysanthemum industry has got a well development, which has become a pillar industry of agriculture in Tongxiang. In this paper, the Tongxiang Xinhe chrysanthemum company faces the challenges of the industry and market competition. How to change the face of such internal and external environment the challenges to develop appropriate marketing strategies your company to an invincible position in the competition, which this study has great practical significance. This paper uses marketing strategy about the theoretical knowledge of current situation of management, the sage internal and external environment, fully understand and based on the investigation of present situation, from marketing to analysis the company in marketing strategies exist, and internal external environment analysis to find the company quality lies. At the same time application of the method of combining theory with practice, according to the companys main product formulated product, price, promotion and channels of strategy. To ensure the wise can adapt to the fierce market competition and environmental changes, and the effective implementation. Keywords: chrysanthemum; marketing strategy; agricultural marketing 目 录 1 绪论 1 2 相关理论概述 2 2.1 营销策略 2 2.2 农产品营销 3 3 新和杭白菊营销现状分析 4 3.1 新和杭白菊概况 4 3.1.1 企业简介 4 3.1.2 杭白菊市场概况 4 3.2 新和杭白菊营销策略分析 6 3.2.1 产品系列分为三大