上海丰黎棉花贸易公司市场营销策略探究.pdf

上海丰黎棉花贸易公司市场营销策略研究 摘 要 棉花对我国国民经济发展而言，是至关重要的经济作物，其产值占中国经济 作物的 50% 以上。我国快速的经济增长和逐渐向市场经济转化已经导致了纤维 生产、消费及贸易方式的极大变化。伴随着世界经济一体化，我国经济将更大程 度地融入世界经济潮流。世贸组织的加入，给国内的棉花企业带来了很多的挑战， 对不同行业的影响差异也比较大。由于我国棉花企业规模偏小，原料成本偏高， 在品种、质量、价格等方面与国外差距较大。入世后，面对价格低、质量好的进 口棉花，我国棉花企业竞争明显处于劣势，特别是对一些规模小、工艺技术落后 的企业冲击更大，对棉花消费形成新的竞争压力。对于上海丰黎棉花贸易公司而 言，既是机遇更是挑战。 本文总结了我国棉花市场发展的现状和特点，对公司进行内外部环境分析， 找出公司存在的问题，根据问题对现有的策略进行革新。让公司充分重视分析国 家政策的对棉花市场的规定，调整价格策略、拓展营销渠道、搞好公共关系，运 用关系营销理论来指导公司的营销运作，促使公司由松散型的营销方式向联合型 的营销方式发展，从而使公司在面对我国加入WTO 后抓住机遇化解风险有着现 实的指导意义。 关键词 棉花/关系营销/营销策略/WTO I ON THE MARKETING TRATEGY OF SHANGHAI FENGLI TRADE COTTON COMPANY ABSTRACT Cotton is a crucial economic crop in the development of our economy, it occupies above 50% of the output among the economic crops. The fast growth of economy and transformed gradually to the market economy causes the great changes in fiber production, consumption and trade patterns. With the economic integration, our national economy will be in harmony with the world tidal current. After joining in the WTO, It has brought many challenges for the domestic cotton enterprise; the influence among different professions is also impact. For the enterprise is small, the material cost is high; the gap exists on variety, quality and price between domestic and overseas. After entering the WTO, our national cotton enterprise competition with the overseas is obviously in the inferiority when facing the import cotton with higher quality and lower price, especially when comes to the small scale and craft technology enterprise, the shock is even bigger, and even forms new competition pressure to the cotton consumption. It is not only a opportunity but challenge to the FengLi cotton trade compa