三星集团长寿花玉米油的营销策略研究应用.docVIP

三星集团长寿花玉米油营销策略研究 摘要 多年来，伴随大家生活水平提升和健康保健意识增强，越来越多人开始关注玉米油，玉米油行业蓬勃发展，竞争十分猛烈。本文以长寿花玉米油为例，利用营销策略理论，综述一个企业怎么在猛烈行业竞争中稳步发展。本文关键结构：第一部分介绍了营销策略概念和内容；第二部分介绍了市场营销对企业发展关键意义；第三部分介绍了长寿花玉米油基础概况；第四部分是对长寿花玉米油进行SWOT分析,依据企业本身条件，对企业优势、劣势及外部机会和威胁进行分析；第五部分依据威胁和劣势提出对应处理策略，最终是总结。 关键词：玉米油；市场营销；推广；策略 The Changshouhua Corn Oil Marketing Strategy Of Three-Star-Group Abstract Nowadays, Peoples living standard and awareness of health have had a perceptible improvement. more and more people begin to pay close attention to corn oil, corn oil industry has a vigorous development, the competition is very fierce in this business.In this passage, based on longevity Changshouhua corn oil company, by using the theory of marketing strategy and review how an enterprise in the fierce competition in the steady development. This paper’s main structure is that the first part introduces the concept and content of marketing strategy,the second past introduces the importance of marketing to the enterprise development, the third part introduces the basic situation of the corn oil, the fourth part is using the SWOT to analyze was the longevity Changshouhua corn oil, according to their own conditions, to the enterprise strengths, weaknesses and enternal opportunities and theats for analysis. the fifth part, according to threats and weaknesses, put forward the corresponding solution strategy.The last part is conclusion. Keywords:Corn oil;marketing;expand;strategy 目录 TOC \o 1-3 \h \z \u 1营销策略基础概述 3 1.1营销策略概念 3 1.2营销策略内容 3 2市场营销对企业发展关键意义 3 2.1满足用户和消费者需求 3 2.2确立市场定位，有效控制风险 3 2.3确保企业销售渠道通畅无阻 4 2.4加紧新产品研发，掌握市场主动权 4 3长寿花玉米油基础概况 4 3.1玉米油概况 4 3.2山东三星玉米产业科技介绍 5 4长寿花玉米油SWOT分析 6 4.1机会（O）分析 6 4.2威胁（T）分析 7 4.2.1猛烈市场竞争 7 4.2.2传统观念难以改变 8 4.3优势（S）分析 8 4.3.1充足原料供给和专业技术支持 8 4.3.2倪萍亲情代言，三低更健康 8 4.4劣势(W)分析 9 4.4.1厂家库存压力较大 9 4.4.2宣传力度不够 9 5长寿花玉米油营销策略 10 5.1目标市场营销 10 5.1.1市场细分 10 5.1.2差异化市场营销 10 5.2产品策略 11 5.2.1加大新产品研发力度 11 5.2.2热心公益，打造民族品牌 11 5.3促销