天龙禽业营销策略探析.docVIP

单位代码 03 学　　号 分 类 号 C93 密 级 毕业论文 天龙禽业营销策略探析 院（系）名称 商贸学院管理系 专业名称 市场营销 学生姓名 指导教师 2012 年 5 月 10 日 天龙禽业营销策略探析 ????摘 要 天龙禽业是一家集畜禽产品加工、饲料生产、孵化、养殖于一体的产业化禽业加工企业,成立以来，天龙禽业得到快速的发展，但是随着我国禽业的不断发展，消费者需求的变化，以及天龙禽业自身向产业化的转型，产业链的不断加长，企业面临着更加复杂的市场环境。本论文研究发现天龙禽业营销中存在以下问题：营销队伍建设不足；企业缺乏核心竞争力；统一品牌策略不符合企业发展策略；分销渠道狭窄。面对上述问题，本文提出以下对策：加强企业营销队伍建设；增加服务营销策略，融入绿色营销策略来打造自己的核心竞争力；实施主副品牌策略；加强分销渠道的建设。 论文基本思路是，通过在天龙禽业的实习调研，结合自己的理论知识，找出天龙禽业在营销中存在的问题，再根据自己查阅资料和所学的相关营销策略，对天龙禽业的问题提出自己的对策，从而对自己的理论知识进行了实践，提高了自己对营销知识的灵活运用，同时也希望自己的建议能够为天龙禽业这一家乡的企业提供一些帮助。 关键词：天龙禽业 ，禽业，营销策略 Tianlong Poultry Marketing Strategy Research Author:GengFeng Tutor:Zhang Hongyu Abstract Tianlong poultry business is one poultry processing enterprise with a collection of livestock, poultry products processing, feed production, hatching, breeding industry. In recent years, Tianlong poultry industry has been rapidly developed, but with the continuous development of waterfowl industry in China, the change of consumer demand and Tianlong poultry industry transtering to industrial transition and industry chain lengthening ceaselessly, the enterprise is facing more complicated market environment, this thesis finds Tianlong poultry business facing the following problem: marketing team construction is insufficient; the lack of the core competitiveness; unified brand strategy does not conform to the enterprise development strategy; distribution of narrow channels. Faced with these problems, the paper puts forward the following countermeasures: strengthening the construction of team of sale ; increasing the service marketing strategy, integrating the green marketing strategy to create its own core competitiveness; implementation of the brand strategy; strengthening the construction of distribution channels. The basic idea