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標題: | 新型肥料產品行銷戰略研究與優化
—以生物科技企業FD為例 The study on the marketing strategy of new fertilizer product and its improvement—The case of FD |
作者: | Wei Chen 陳巍 |
指導教授: | 曾智揚 |
關鍵字: | FD公司,新型肥料,水溶肥,行銷戰略,市場競爭, FD Company,New Fertilizer,Water-soluble fertilizer,Marketing strategy,Market competition, |
出版年 : | 2019 |
學位: | 碩士 |
摘要: | 隨著我國農業生產模式日益規模化和集約化發展,低碳、環保經濟與現代化農業經濟的發展要求,以高效、環保生態為兩大優勢的新型肥料迅速進入我國新型肥料市場,給我國新型肥料企業帶來了前所未有的機遇,同時也引發了一系列行業問題,如市場秩序混亂魚龍混雜、產品品質標準不統一、產品品質參差不齊、誇大宣傳、行銷推廣困難等。
近年來,國內新型肥料行業發展迅速,越來越多的農民、生產基地等使用者開始認知並認可新型肥料產品。新型肥料正在逐漸取代傳統肥料,成為各大小型肥料企業在激烈的競爭環境中謀求生存的核心。在發展機遇與投資挑戰並存的市場環境下,一些新型肥料企業抓住機會順利實現轉型,在較短的時間裡創立自己的品牌並實現了銷量的增長;也有不少企業在競爭激烈的市場環境中迷失方向或錯失機遇,就需要其對我國新型肥料市場發展歷程進行深度的研究探討,準確認知其自身企業定位與核心競爭力,從而集中發揮其優勢資源、打造合理有效的行銷戰略,在市場競爭中迎頭趕上。 本文以生物科技企業FD公司作為研究物件,通過對文獻、資料及資料的整理和分析,對FD公司在業務拓展過程中存在的問題進行了分析,並從多個維度去解讀FD公司可能遇見的機會和風險,從公司長遠持續發展的角度給出建議。 本文在國內外關於新型肥料產品、行業等相關文獻資料的基礎上,綜合了各個領域對於新型肥料產業的研究成果,並利用系統研究法針對國內新型肥料行業整體宏觀環境、行銷現狀分析等方面內容進行歸納闡述。在對FD公司的分析過程中,本文運用了一系列戰略及行銷學模型(如波特五力模型、SWOT模型等)去探究FD公司是否具備拓展市場的資源條件及發展能力,進一步對其在華行銷現狀進行分析,並在此基礎上規劃相應行銷戰略。提出調整及改進建議,以應對新型肥料市場的激烈競爭,對FD公司和國內絕大多數新型肥料企業都具有一定的現實指導意義。 Along with the increasing scale and intensive development of agricultural production mode, as the development of modern agricultural economy and low carbon economy required, new fertilizer, with high efficiency and environmental protection as two major advantages, is rapidly entering the fertilizer market in China, bringing unprecedented opportunities to Chinese new fertilizer enterprises, but also triggered a series of problems, such as mess market order, low standard of product quality, marketing difficulties, etc. In recent years, the new fertilizer industry has been developing rapidly, more and more farmers, production base and other users begin to cognitive and approved the new fertilizer products. New fertilizer is gradually replacing traditional fertilizer, becoming the core of fertilizer enterprise in the fierce market environment for survival and the development. Under the market environment of both opportunities and challenges, some new fertilizer enterprises seize the opportunity to successfully achieve the transformation and upgrading, creating their own brand in a short time and achieving the growth of sales. On the other hand, there are many enterprises lost or missed opportunities in the fierce competition. They need to do deep research about new fertilizer in China market development, accurately positioning their own core competitiveness, to make reasonable and effective marketing strategy. Taking biological science and technology enterprise FD company as the research object, the writer has done a lot of documents, data and literatures to analyze the developing process of FD company from multiple perspectives, provides countermeasures for its long-term sustainable development. On the basis of a lot of reading about new fertilizer products and industry, the writer combines the research results of new fertilizer researches in various fields and uses systematic approaches to summarize the contents in this paper. During the analysis of FD company, the writer used the porter five competitive structure model, SWOT model and other methods to explore the resources of FD company, market condition and development capacity, further analyzing the marketing status and strategy. Directing at FD company's own advantages and disadvantages, the writer put forward suggestions on the adjustment and improvement of marketing strategic direction to cope with the fierce competition in new fertilizer market, providing certain realistic significance for both FD company and most of other new fertilizer enterprises. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/73395 |
DOI: | 10.6342/NTU201900829 |
全文授權: | 有償授權 |
顯示於系所單位: | 臺大-復旦EMBA境外專班 |
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