摘要
本文以A种业公司营销策略为研究对象,采取发现问题——分析问题一一解决问
题的研宄思路,分析公司营销实践中存在的问题,并根据问题提出相应的对策建议,
以期为公司今后的营销方向提供参考。
全文共分为六个章节,第一章为绪论,主要介绍本文的研宄背景、国内外研宄现
状、研宄的目的与意义、研究的内容与方法以及研宄路线设计。
第二章为市场营销策略理论概述,主要阐述有关营销策略的相关理论,诸如市场
细分理论,市场定位理论,4P、4C、4R理论等。
第三章为A种业公司营销环境分析,在对公司情况介绍之后,对公司的营销环境
分别做PSET分析、波特五力分析以及SWOT分析,认清公司的营销环境。
第四章为A种业公司营销策略现状及存在的问题,先简单阐述公司的营销现状,
之后重点分析公司营销实践中存在的问题,诸如服务不到位等。
第五章为A种业公司营销策略的方案设计,即根据上述问题,列举公司所应当采
用的营销策略,包括市场细分策略、基于产品特性的营销策略、消费者定位的营销策
略、产品营销策略、组合式营销策略等。
第六章为A种业公司营销策略的实施,先确定营销策略实施所要遵循的原则,然
后确立营销策略所要实现的目标,以目标为指导,确定营销策略实施的步骤,最后阐
述营销策略的具体实施,也就是针对上面的问题如何釆取针对性的对策。
关键词:种业;营销;营销策略

ABSTRACT

Based on the marketing strategy of A seed company as the research object, take the

found problems — research thought to analyze the problem — solve problems,analysis of the

existing marketing problems in practice, and puts forward corresponding countermeasures

according to the problems in the future direction of the market,in order to provide reference

for the company.

The full text is divided into six chapters,the first chapter is the introduction, mainly

introduces the research background,the research status at home and abroad, the research

goal and the significance, the content and method of the research and research route design.

The second chapter is the summary of theory of marketing strategy, mainly expounds

the related theories of the marketing strategy, such as market segmentation theory, the theory

of market positioning,4P,4C,4R theory.

The ihkd chapter is the analysis of A seed company marketing environment, in the

description of the company, the company's marketing environment, PSET analysis were

Potter's five forces analysis and SWOT analysis, understand the company's marketing

environment.

The fourth chapter is the present situation of the marketing strategy of A seed company

and the existing problems, first introduced the company!s marketing situation, then mainly

analyzes the existing marketing problems in practice,such as the service is not in place.

The fifth chapter is the design of the marketing strategy of A seed company scheme,

namely according to the above problems, listed company shall adopt the marketing strategy,

including market segmentation strategy, based on the characteristics of the product

marketing strategy, consumer positioning marketing strategy, marketing strategy,marketing

strategy combination.

The sixth chapter for the implementation of the marketing strategy of A seed company,

first determine the principles of marketing strategies to follow, then establish marketing

strategy to achieve the goal, the goal as guidance, determine the marketing strategy

implementation steps, finally, tiie specific implementation of the marketing strategy, which is

based on the question of how to take corresponding countermeasures.

Key Words: Seed Industry; Marketing; marketing strategy