水产品营销策划案例分析——以蓝冰集团为例.pdfVIP

2007年第6期 中国渔业经济 贸易经济 No 6，2007 rChinese Fisheries Economics TradeEconomics 水产品营销策划案例分析 以蓝冰集团为例 聂晓杰 (大连水产学院，辽宁 大连 116023) 摘 要：在商业环境中，当公司试图开发一个新的目标市场或向市场推出新产品时，市场营销计划是其用以寻找 商机和达到既定目标的有力工具。本文以冰岛水产品公司蓝冰集团的中国市场开发计划的制定作为案例来阐述营销计 划的编制过程，从而使管理者掌握营销计划的编制方法并深入了解营销工具是如何在国际商业环境中作用于市场的。 关键词：营销策划；场环境分析；目标市场；营销策略 中图分类号：F326．46 文献标识码：A 文章编号：1009一(2007)06—0046．04 International business has become a part of our daily their alms in business environment． 1ife．Countries and companies trade with one another for A marketing plan is the central focus for all the goals， various reasons，they can trade by raw material and process proposals and missions．In fact，much of a company’s it at lower prices or they benefit by other ways．For those business plan is the marketing plan，such as deciding what reasons many companies try to expand their markets， products to offer,at what price and to which market internationally．When they do so，they meet all kinds of segments are functions．There are general key questions of restrictions and hindrances．Some are set by government， marketing plan．As the key questions to be answered one others are because of cultural differences and others