宁夏厚生记食品有限公司是一家专业化生产加工宁夏当地优势特色农产品的大型清真食品生产

企业。目前,公司拥有先进的生产设备,员工1000多人,占地16779.36平方米。公司主要生产

以“厚生记”为品牌的乡村豆、乡间豆、怪味豆、香瓜子、核桃、开心果、膨化食品等休闲食品和枸

杞、枸杞能量饮品。

众所周知,宁夏厚生记食品有限公司是一家生产加工宁夏当地优势特色农产品的大型清真食品

生产企业,也是国家级农业产业化重点龙头企业,拥有中国驰名商标“厚生记”。但是这样的大企业

在市场中保持良好的竞争力也并非易事,在市场同质化、竞争日益加剧的环境下,“厚生记”也面临

着营销观念、营销战略与策略变革的严峻考验。本文所研究的营销策略涉及到品牌管理学、市场营

销学、组织行为学、公共关系学、传播学等方面理论,涵盖面广泛,理论知识丰富。上述理论在营

销策略的制定中某些方面发挥着重耍的作用,用于指导市场营销活动。本文通过运用市场营销相关

理论,以“厚生记”为切入点,通过对其营销环境的分析,充分了解其所处营销环境的复杂性和未来

发展的多种可能,对营销现状进行分析,掌握影响消费者购买行为的各种因素,找出营销中存在的

问题。通过借鉴国内外企业的成功营销经验,为其制定营销策略,使其价格策略、产品策略、促销

策略、渠道策略形成一个有机的整体,使“厚生记”在食品市场竞争的营销环境中,扬长避短,提高

自身的竞争力并不断加强优势所要做出的营销策略实施上的改进。最后总结通过对“厚生记”的实证

分析所得到的对于该公司营销策略制定的启示,对公司高层决策提供一些参考依据,准确迅速地解

决目前存在的问题,使企业可以更加高效的配置资源,最终实现企业的成功和可持续的发展。

关键字:市场营销策略 厚生记

Abstract

Ningxia Houshengji Food Limited Company is a professional food production enterprise which processes

the local agricultural products advantaged ofHalal food. Currently, the company with advanced production

equipment, tiie company has more flian 1,000 employees and covers an area of 16,779.36 square meters.

The company mainly produces Hon Sheng Ji brand of country beans, beer beans, Russian olive, Peanuts,

melon seeds, black seeds, apricot firuit, wolfberry, dried sweet potatoes, crispy rice, fermented bean curd,

spices and other twelve categories of snack foods.

As we all know, Ningxia Hou Sheng Ji Food Co., Ltd., is not only a production and processing of local

agricultural products in Ningxia advantage of the large local halal food production enterprise, but also the

national agricultural industrialization leading enterprise, which has Well-known Brand in China called

Hou Sheng Ji. However, it is not easy for such a large enterprise to maintain a good competitive edge in

the market. Under the market homogeneity and the increasingly competitive environment, Hou Sheng Ji

also faced wifli the severe challenges of marketing concept, marketing strategy and tactics. This papa:

studied marketing strategies related to brand management, marketing, organizational behavior, public

relations, communication theory and it covers a wide range of rich flieoretical knowledge. The theory above

plays an important role in the development of certain aspects of the marketing strategy to guide marketing

activities. According to the use of marketing theory to Hou Sheng Ji as the starting point, and by analysis

of its marketing environment, the paper focuses on fully understanding the complexity and variety of the

fixture development of the marketing environment and grasping the impact of various factors of consumer

buying behavior to identify the problems of marketing. Drawing on flie successful expience of domestic

and international marketing companies developing their marketing strategies, we can make the pricing

strategy, product strategy, marketing strategy, channel strategy into an organic whole, so that the Hou

Sheng Ji can improve their competitiveness and continue to be made to strengthen the advantages of

marketing strategy in flie food market. Finally, after concluding the revelation for the development of the

company's marketing strategy of “ Hon Sheng Ji, we will provide the Empirical Analysis of the obtained

high-level decision as references for quickly and accurately solve the existing problems. Thus the enterprise

can be more efficient allocation of resources, ultimately successful and sustainable development of

enterprise.

Key words: Marketing Strategies Hou Sheng Ji