S有限公司营销现状及对策的研究.pdfVIP

摘 要 随着我国经济快速发展，人们对健康和养身越来越关注，而枸杞作为我国重要的药食两用的 特种经济植物，更是别受重视。近年来，宁夏枸杞产业不断壮大，枸杞加工及深加工行业竞争近 乎残酷，企业作为市场经济的主体，企业的营销策略已经成为当今企业立于不败之地的关键所在。 科学地分析企业面临的竞争环境和自身营销环境，制订科学、合理的发展营销策略是企业参与市 场竞争、实现可持续发展的需要。 本文从 S 有限公司自身的发展现状出发，通过 4Ps 理论，分别从产品、价格、渠道、促销这 四个方面对 S 有限公司市场营销策略进行深入地分析，并结合中国枸杞市场的整体发展环境以及 公司内部自身的环境体系，运用 SWOT 分析法，分析 S 有限公司的优势、劣势、机会、威胁，为 S 有限公司未来在枸杞领域的营销决策提供了可操作的依据，并为之制定出一套行之有效的市场营 销策略，从而摆脱被动应付的局面，形成自身的核心竞争力，保证 S有限公司营销优势得以最大 化的发挥，实现飞跃发展。 关键词：S 有限公司，营销现状，对策研究 Abstract S Co., Ltd. was established in 2003, the registered capital is 15 million yuan. It is located in the Yinchuan Desheng Industrial Park-National Economic and Technological Development Zone. After several years of rapid and stable development, it has become a professional wolfberry development, production and sales of high-tech private companies. The company has independent import and export right, class R D, production and sales team. Lycium is further broken down as the target market and market expansion, the increasing number of product brands, growing a large sales force, S the original marketing management system the company has been unable to adapt to compete in future market and development needs. From the S Co., Ltd. current situation of their own development, analyzing the current common problems exist wolfberry company, combined with the overall development of the Chinese wolfberry market environment and environmental systems within the company itself, the use of SWOT analysis, analysis of S Co. strengths, weaknesses , opportunities and threats to develop appropriate marketing. Based on this, based on marketing through 4Ps theory, respectively, from product, price, channel, promotion of these four aspects of m