摘要
摘要
河南省南召县是“中国柞蚕之乡”，柞蚕是南召对外开放的一张名片。TC
公司作为县域内规模最大的柞蚕精深加工企业，其兴衰荣辱一定程度上代表了
南召柞蚕产业的现状。近年来，TC公司抓住了乡村振兴的时机，借助于南召县
独有的地理位置与柞蚕养殖历史，快速扩张公司规模，创新研发柞蚕特色产品，
使得企业市场份额有了一定的增长。但是企业随着同类产品的冲击，人们消费
需求的不断变化以及疫情的影响，发展速度明显放缓。南召的柞蚕特色产品想
要墙内梅花墙外香，就需要深入剖析企业发展的瓶颈和原因，并通过优化营销
策略助力企业走上新台阶，从而助力县域经济的发展。
本文以STP、4P营销理论为基础，以TC公司作为研究对象，通过文献研究
法、案例分析法、实地调研法，借助SWOT分析，厘清企业优劣势以及面临的机
遇与挑战，提出产品策略、价格策略、促销策略、渠道策略等多方面的相应优
化方案及相应保障措施，从而有针对性的利用优势和外部环境机遇，调整优化
现在的销售策略，扬长避短，帮助企业摆脱困境。希望通过上述方案和措施，
可以切实改变TC公司的营销困境，促进企业的健康有序发展。
本文通过对县域龙头企业TC公司营销现状的分析，以小见大，剖析出目前
县域经济体共有的困境，并借助理论与实践的结合，寻找一条优化公司营销策
略的解决路径。首先通过科学分析，总结归纳出本土柞蚕文化历史悠久、柞蚕
养殖绿色环保有机低碳特点、以及本土养殖环境优越等优势特色；在此基础上，
梳理目前柞蚕产业发展面临的营销机会，如良好的政策扶持环境、契合当前绿
色生态健康消费理念，能够有效借助农家乐度假山庄经济浪潮兴起等良好机会，
下一步，以问题为导向，通过比较分析研判出在柞蚕产品营销方面存在诸如对
柞蚕文化挖掘不充分、品牌知名度过低、营销队伍建设不完善、目标市场定位
不准，营销手段较为缺乏等劣势及问题；同时，通过市场调查和产品观察，得
出国内同类产品竞争激烈以及营销推广渠道成本上升等营销潜在威胁因素。针
对以上问题，笔者认为，对TC公司营销策略的优化，实际也是企业自身加强品
牌建设，增加品牌软实力，赋值产品价值的过程。通过深挖柞蚕文化，为产品
赋值增加筹码；通过多样化的定价方式，合理细分产品市场，更准确的对接不
I

摘要
同消费者，设计出符合市场预期的产品，才能有更加科学的价值定位；通过多
种促销模式，加强与服务型欧亿·体育（中国）有限公司合作，打破欧亿·体育（中国）有限公司壁垒，同时拓宽分销渠道，利
用互联网、自媒体，让产品出现在意想不到的场景，高频率多场景刺激消费者
感官；加强对营销专业人员的培育，同时赋予企业文化建设，增加企业、产品
与消费者的互动，增加黏性，通过上述行为，切实打破制约企业营销困境，打
造更适宜企业良性发展的新天地。本文的研究成果也适应于其他类型的县域经
济体。
关键词：柞蚕；特色产品；STP理论；4P理论
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Abstract
Abstract
Nanzhao County, Henan Province is the "Hometown of Chinese Tussah", and
Tussah is a business card of Nanzhao's opening to the outside world. As the largest
tussah deep-processing enterprise in the county, TC company's rise and fall, to a
certain extent, represent the status quo of the tussah industry in Nanzhao. In recent
years, TC Company has seized the opportunity of rural revitalization. With the help of
Nanzhao County’s unique geographical location and the history of tussah breeding,
TC has rapidly expanded the company’s scale and innovated and developed tussah
special products, making the company’s market share a certain increase. However,
with the impact of similar products, the continuous changes in people's consumer
demand and the impact of the epidemic, the development speed of enterprises has
slowed down significantly. If Nanzhao's tussah special products want to be fragrant
inside the wall and outside the wall, it is necessary to deeply analyze the bottlenecks
and reasons for the development of the enterprise, and help the enterprise to a new
level by optimizing the marketing strategy, thereby helping the development of the
county economy.
This paper takes STP and 4P marketing theories as the theoretical basis, takes
TC company as the research object, through literature research method, case analysis
method, field research method, with the help of SWOT analysis, to clarify the
advantages and disadvantages of the enterprise, as well as the opportunities and
challenges it faces, and propose product strategies, Corresponding optimization plans
and corresponding safeguard measures in terms of price strategy, promotion strategy,
channel strategy, etc., so as to make targeted use of advantages and external
environmental opportunities, adjust and optimize the current sales strategy, promote
strengths and avoid weaknesses, and help enterprises get rid of difficulties. It is hoped
that through the above programs and measures, the marketing dilemma of TC
Company can be effectively changed and the healthy and orderly development of the
enterprise can be promoted.
Based on the analysis of the marketing status of TC Company, a leading
enterprise in the county, this paper analyzes the common predicament of the county
economy, and seeks a solution to optimize the company's marketing strategy with the
help of the combination of theory and practice. First of all, through scientific analysis,
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