I 摘要 新疆种植瓜果的历史超过2000年，它是我国著名的瓜果之乡，该地区种植的 甜瓜、红枣等瓜果闻名全国。进入新时期后，新疆政府制定并实施一系列政策，以 此来推动当地林果产业的发展步伐，截至当前，该地区林果产业种植面积超过千万 亩，当地建立了多个林果产业带，包括天山北坡、吐哈盆地等产业带。随着经济全 球化进程逐步加快，XJ果业集团将面临更加严峻的挑战，作为新疆本地龙头企业 更应该主动转变企业战略，尤其是所处欧亿·体育（中国）有限公司是林果生产销售欧亿·体育（中国）有限公司，更加需要注重营 销策略的转型，为企业的可持续发展和在竞争中处于领先地位而调整，以便XJ果 业集团公司能够在复杂多变的激烈市场中能够做大做强。 本文研究的目的是寻找XJ果业集团公司市场营销策略在当前阶段存在的主要 问题及问题的原因所在，进一步解决XJ果业集团公司在市场营销策略发展上存在 的问题与不足之处。本研究课题利用实证研究、理论分析等多种分析方法开展研究 活动。 本文首先提出了XJ果业集团公司的发展以及本文研究的目的和意义，在此基 础上表明论文的研究方法和研究内容；其次接着对本文用到的相关概念和理论进 行论述，主要包括市场营销、市场营销策略以及PEST、SWOT、STP和4P营销理论， 为下文分析提供理论依据；第三，对XJ果业集团当前市场营销环境使用PEST分 析以，通过使用SWOT分析XJ果业集团公司的市场营销策略；第四，综合以上分析 内容，根据4P营销理论，给出相应的对策；第五，为了实现营销策略的实施，给 出了保障营销策略实施的保障建议，分别从企业组织架构、资金支持、人力资源、 企业文化建设等方面阐述保障的重要性。 关键词：市场营销策略;PEST; SWOT; STP;4P Abstract II Abstract Xinjiang has a history of cultivating fruits and melons for more than 2000 years. It is a well-known hometown of melons and fruits in China. The melons and melons grown in this area are famous all over the country. After entering the new era, the Xinjiang government has formulated and implemented a series of policies to promote the development of the local forest and fruit industry. As of now, the area of the forest and fruit industry in this area has exceeded 10 million mu, and many forest and fruit industry belts have been established locally, Including industrial belts such as the northern slope of the Tianshan Mountains and the Tuha Basin. With the gradual acceleration of economic globalization, XJ Fruit Industry Group will face more severe challenges. As a leading local enterprise in Xinjiang, it should actively change its corporate strategy, especially in the industry where the forest fruit production and sales industry is concerned. Transformation, adjustment for the sustainable development of the enterprise and leading position in the competition, so that XJ Fruit Industry Group can be bigger and stronger in the fierce and complex market. The purpose of this study is to find the main problems and causes of XJ Fruit Industry Group's marketing strategy at the current stage, and to further solve the problems and deficiencies of XJ Fruit Industry Group's marketing strategy development. This research topic uses a variety of analytical methods such as empirical research and theoretical analysis to carry out research activities. This paper first puts forward the development of XJ Fruit Group Corporation and the purpose and significance of this paper, on this basis, shows the research method and research content of the thesis, and then discusses the relevant concepts and theories used in this paper, including marketing, marketing strategy and PEST, SWOT, STP and 4P marketing theory. To provide a theoretical basis for the analysis below, third, a comprehensive analysis of the current marketing strategy status of XJ Fruit Group, the current external environment of XJ Fruit Group by using the PEST method, and the marketing strategy of XJ Fruit Group by using SWOT, and fourth, a comprehensive analysis of the above analysis, According to the 4P marketing theory, the corresponding countermeasures are given, and fifthly, in order to realize the implementation of marketing strategy, the guarantee suggestions are given to ensure the implementation of the marketing strategy, and expound the importance of guarantee from the aspects of enterprise organization structure, financial support, human resources, enterprise culture Abstract III construction and so on. Key Words: Marketing strategy; PEST;SWOT; STP;4P 目 录 IV 目 录 第1章 绪论 .................................................................................................................. 1 1.1 选题背景、研究目的及意义 ............................................................................ 1 1.1.1 选题背景 .................................................................................................. 1 1.1.2 研究目的 .................................................................................................. 2 1.1.3 研究意义 .................................................................................................. 2 1.2 国内外研究综述 ................................................................................................ 3 1.2.1 国外研究综述 .......................................................................................... 3 1.2.2 国内研究综述 .......................................................................................... 4 1.2.3 国内外研究述评 ...................................................................................... 7 1.3 研究目标、内容和方法 .................................................................................... 8 1.3.1 研究目标 .................................................................................................. 8 1.3.2 研究内容 .................................................................................................. 8 1.3.3 研究方法 .................................................................................................. 8 1.4 研究思路与研究框架 ........................................................................................ 9 第2章 相关概念与基础理论 ....................................................................................... 11 2.1 相关概念界定和内涵 ....................................................................................... 11 2.1.1 市场营销 ................................................................................................. 11 2.1.2 市场营销策略 ........................................................................................ 12 2.2 PEST分析 ......................................................................................................... 12 2.3 SWOT分析 ....................................................................................................... 14 2.4 STP策略 ........................................................................................................... 14 2.5 4P营销理论 ...................................................................................................... 15 第3章 新疆特色林果业以及XJ果业集团的现状分析 ............................................ 17 3.1 新疆特色林果业现状分析 .............................................................................. 17 3.1.1 新疆特色林果业种植面积分析 ............................................................ 17 3.1.2 新疆特色林果业产量分析 .................................................................... 18 3.2 XJ果业集团的现状分析 .................................................................................. 19 3.3 基于PEST的外部宏观环境分析 ................................................................... 19 3.3.1 XJ果业集团企业政治环境分析 ............................................................ 20 3.3.2 XJ果业集团经济环境分析 .................................................................... 20 3.3.3 XJ果业集团技术环境分析 .................................................................... 21 目 录 V 3.3.4 XJ果业集团社会文化环境分析 ............................................................ 22 第4章 XJ果业集团的市场营销策略选择 ................................................................. 24 4.1 基于STP营销理论的XJ果业集团公司产品目标市场分析 ....................... 24 4.1.1 市场细分（Market Segmentation） ...................................................... 24 4.1.2 目标市