东方红枣业公司的现状分析及营销战略研究.docVIP

本科毕业论文(设计) 论文题目：东方红枣业公司的现状分析及营销战略研究 学生姓名： X X X 学 号： 0502140140 专 业： 市 场 营 销 班 级： 营 销 0501 指导教师： X X X 完成日期： 2009年5月25日 目 录 序言 1 东方红枣业有限公司简介 1 东方红枣业有限公司外部环境分析 2 （一）公司的外部宏观环境 2 1.政治环境 2 2.经济环境 2 3.技术环境 2 （二）东方红枣业公司行业现状及竞争力分析 2 1.潜在的进入者威胁 3 2.替代产品的威胁 3 3.来自用户压力 3 4.同行业现有企业的竞争 3 5.供应商压力 4 东方红枣业公司经营的优劣势分析 4 （一）东方红枣业公司的经营优势 4 1.资源优势 4 2.科技优势 4 3.文化优势 4 4.市场优势 4 （二）东方红枣业公司的经营劣势 5 1.公司缺乏核心竞争力，产品竞争力低 5 2.公司人才短缺，管理实效 5 3.公司规模小，生产能力低 5 4.产品和市场定位不明确 5 5.销售网络不健全 5 东方红公司的营销战略研究 6 （一）东方红枣业公司应秉承的战略指导思想 6 1.应实施战略规划，增强企业核心竞争力 6 2.应实施品牌战略，打造中国水果著名品牌 6 3.应发扬“东方红”精神，促进各项事业的全面发展 7 （二）东方红枣业公司应制定STP战略 8 1.有效地细分市场 8 2.选择目标市场 8 3.进行市场定位 8 （三）公司应实施差异化竞争战略 9 1.产品差异化战略 9 2.服务差异化战略 9 3.区域市场差异化战略 9 4.营销渠道差异化战略 9 5.市场形象差异化战略 10 结论 10 参考文献 11 Operating Status Analysis and Marketing Strategy Research of Oriental Dates Company Abstract As Chinas economic development, what the peoples needs for healthy food and functional foods increases gradually, vigorous development of domestic dates industry and the creation of food processing technology, as well as domestic and foreign markets the huge demand for the dates products after the WTO accession, a large number of dates processing enterprises’ emerge in the Chinas major producing areas. However, the dates processing industry is still in its initial stage, it is not only an opportunity but also a challenge as for the Oriental dates Company, the company should seize the opportunity to jump out of the circle of the same products, and implement the strategies of differentiation. In this paper, it analyzes the dates processing industry through the external macro-environment and industry analysis, as well as the Orient date Companys internal strengths and weaknesses of the operation, drawing the companys strategy guiding ideology. Regulate the companys STP strategy, and finally make the companys competitive strategy of differentiation to create differentiation