会宁县甲佳有限责任公司饲料在白银地区的营销策划方案.doc

摘要 目前，面对竞争激烈的市场，饲料行业已逐步从产量竞争、质量竞争、价格竞争转向服务竞争与品牌竞争。在此情况下，我就会宁县甲佳有限责任公司作为研究对象，从传统饲料厂面对新环境冲击的角度为切入点，运用波特的竞争力模型对饲料厂的周边环境进行分析，以开发新市场为主线，以白银市为我们的目标市场，结合企业的实际情况，制定相应的营销战略，应用4p理论对甲佳饲料产品、价格、渠道和促销策略进行了论述，最后提出了营销实施方案。 关键词 波特的竞争力模型 SWOT分析 策划效果 4P 目标市场 Abstract In recent years, feed industry and market changes, a variety of factors including raw material prices, global purchasing, as well as the state of all kinds of farming epidemic degree of attention, both on the whole feed industry for the development of the new requirements .According to the changing environment and market forms timely adjustment of the development strategy of the enterprise and sale strategy, each enterprise is facing the important issues .At present, the face of fierce competition in the market, feed industry already gradually from the quantity competition, quality competition, price competition to service competition and brand competition .In this case, I will be a good county limited liability company as the research object, from the traditional feed factory in the face of the new environment impact angle as the breakthrough point, using Potters model of competitiveness of feed factory periphery environment were analyzed, in order to develop new markets as the main line, taking baying as our target market, combined with the actual situation a prices, formulate corresponding marketing strategy, the application of 4P theory to a good feed product, price, channel and sales promotion strategy are discussed, finally put forward the marketing plan. Key word Potters competitiveness model SWOT analysis planning effect of 4P target market 会宁县甲佳有限责任公司饲料 在白银地区的营销策划方案 1 企业及产品概况 1.1 公司简介 会宁县甲佳饲料有限责任公司，成立于2008年，选址在会宁县农业产园区，占地面积25亩，总投资5000万元，加工车间占地5000平方米，是兰州正大和会宁县甲佳饲料有限责任公司合资的一家公司。公司每年的产值可达2000万元，创利税300万元。自成立以来，经济和社会效益显著。 在四年经营下，公司的实力逐渐扩大，曾先后被评为“诚实守法企业”“重合同企业”，“全县饲料行业龙头企业”，“最具影响力和发展潜力的企业”“白银市重点农业产农业产业企业”等荣誉称号。公司一直秉承“先做人，后经商的企业精神，励精图治，跨行业涉足养殖、农副食品加工等领域多元化发展，坚持双赢双效，走科技发展战