沃夫特品牌营销研究毕业论文初稿.docVIP

SHANDONGＵＮＩＶＥＲＳＩＴＹ　ＯＦ　ＴＥＣＨＮＯＬＯＧＹ 毕业论文 沃夫特品牌营销研究 学 院 商学院 专 业 市场营销 学生姓名： 王夫康 学 号： 0712104293 指导教师： 王松柏 2011 年 5 月摘要 本文通过报刊、网络、杂志搜集大量关于沃夫特公司的营销资料和信息，根据市场营销学理论对沃夫特品牌建立和推广进行系统的研究，以此为我国的化肥同行提供较有价值的品牌建设方面的案例。本文为使读者能够尽可能详尽的了解沃夫特品牌的品牌建设和推广的特点，简介了沃夫特品牌现状，对沃夫特进行了市场分析，分析了沃夫特面临的市场环境，沃夫特的市场定位和细分。本文着重分析了沃夫特的营销策略和推广措施，沃夫特的营销策略包括广告策略、价格策略、渠道策略和服务支持，最后提出了自己对沃夫特品牌未来发展的几点建议。本文希望通过的沃夫特品牌的解析，能够让中小化肥企业得到启发，走上规模化、正规化得发展道路，从而促进化肥行业的良性发展。 关键词 沃夫特 市场分析 营销策略 ABSTRACT In this paper, newspapers, internet, magazines, large collection of data on the Wo Fute the companys marketing and information, according to marketing theory brand building and promotion of Wofu Te systematic study of this as our counterparts to provide a more valuable fertilizer Brand-building case. This article is as detailed as possible so that readers can understand Wofu Te brand brand building and promotion of the characteristics of the Wo Fute brand profile status of the Wo Fute conducted market analysis, analysis of market environment facing Wofu Te, WO Swifts market positioning and segmentation. This paper analyzes the Wo Fute marketing strategies and promotion measures, Wo Fute marketing strategies include advertising strategy, pricing strategy, channel strategy and service support, and finally put forward their own brand of Wofu Te Suggestions for future development. This article hopes the resolution adopted by the Wo Fute brand, enabling small and medium fertilizer business inspiration, took the scale, standardization was the path of development, thereby promoting the sound development of the fertilizer industry Key word: wofute Marketing Analysis Marketing Strategy 目录 摘要 英文摘要 一、导言 1.1 课题研究的意义 1.2 化肥行业现状 二、沃夫特品牌简介 2.1隶属于金正大集团 2.2沃夫特技术优势 三、沃夫特面临的市场环境分析 3.1宏观环境 3.2微观环境 四、沃夫特市场细分和定位 4.1消费者需求分析 4.2市场细分和定位 五、沃夫特营销策略和推广 5.1推广策略 5.2价格策略 5.3渠道策略 5.4服务支持 结论 参考文献 致谢