加入WTO后中国化肥企业营销战略研究-工商管理(MBA)专业论文.docxVIP

西南交滤大学硕士研究生学位论文 西南交滤大学硕士研究生学位论文 篇I页 穗 要 目前， 中国化肥市场曰撼活跃，竞争日趋激烈，化肥产品不断增加， 中国心加入WT0，世界化肥巨头纷纷涌入，中国化肥企业面临各类阁际跨 嚣公司靛魏鹱，“酴癌枣螽霉舔豫，嚣蓠竞争莓蠢建”黪趋势饕更多黪孛霆 化肥企业卷入了阐际竞争。因jH：，中国化肥难业制定合适的营销战略不仅 关系到企业的生襻与发展的问鼷，也关系到国民经济的W持续发展。如何 进孬讫勰营镌，制定纯怒营镑蘸癌是摆在《个证怒金娥蘸嚣赡一个豢要论 题。 文章通过对中阐化肥企业的宏观环境分析、市场现状分析、市场竞争 努辑、瀵费者行为努辑，寒确定氆隧金焦营铸战略及战龌实燕瓣管毽。嚣 对，稳籀述了纯艟众监营镑战酶的任务与发展构架，分柝了讫肥企敞的业 务发展和4Cs营销缀合策略。 文拳还耀述了优鼹金鳖魏何蘧遘陵伍建设、渠道建设、链售文化建设 亲保证营销蔑硌熬窍效实藏。最嚣遥过对xj公司营镑战赡麓实话妻}橱，使 研究内容得以进～莎充实。 美键诿：琵鼹，营甍蘸路，市场舅辑，梁瀵建设 西南交通犬学硕士研究生学位论文 西南交通犬学硕士研究生学位论文 篇II页 ABSTRACT Nowadays，with the increasing of chemical fertilizer Products， the domestic chemical fertilizer market iS getting more and more active while the eompetition is getting more and more intense In the meantime，The Chinese chemical fertilizer enterprises face varieus challenges from the multinatienal corporations directly．The trend that”Domestic competition iS internationalized，Abroad competition is domesticed”has brought more Chinese enterprises into the internationat competition，which are going to import after china enters WTO．Therefore，Chinese chemical fertilizer enterprises make the appropriate of the marketing strategies concern not only the survival and the development of the enterprises，but alSO the development in the domestic economy．the problems arise to every chemical fertilizer enterprise as how to conduct the chemical fertilizer marketing and what kind of marketing strategy of chemical fertilizer t0 make． Through the analysiS of domestic chemicat fertilizer enterprise on the aspects of the macro environments，Present status of market。 cempetition of market，behavior of the consumer，thiS essay determine the chemical ferti 1 izer marketing strategy and the management of the implementatien of the strategy．It also describes the mission and the structure of chemical fertilizer enterprises marketing strategy， analyses the business developing direction and the 4Cs marketing tactics combination of chemical fertilizer enterprises of Chi玎a． 西南交通火学硕士研究嫩学位论文 西南交通火学硕士研究嫩学位论文