發(fā)布時間：2018-10-24 19:57

【摘要】：變性淀粉行業(yè)是近一個世紀以來興起的新興行業(yè),也被稱為朝陽行業(yè),變性淀粉的使用量和范圍非常廣,可以用在諸多的領(lǐng)域,不但在食品配料與添加劑行業(yè)廣泛應用,也是許多不可再生能源的潛在替代品。隨著人們生活質(zhì)量的不斷提高以及不可再生資源的日益貧乏,加上社會對環(huán)境保護的日益重視,變性淀粉的應用領(lǐng)域越來越廣泛。所有這些為以主要生產(chǎn)變性淀粉的S企業(yè)帶來了機遇和挑戰(zhàn)。因此如何能正確的分析國內(nèi)變性淀粉行業(yè)的當前環(huán)境和競爭態(tài)勢,并且采用正確的市場營銷策略成為了S企業(yè)的重要課題。本文將從以下幾個方面對這個課題進行調(diào)查分析,希望能給S企業(yè)以及其他已經(jīng)或者準備在變性淀粉行業(yè)開展業(yè)務的企業(yè)提供有益的借鑒。本論文研究思路：第一,提出論文研究的背景、意義和論文的總體思路；第二,對相關(guān)的理論進行綜述,例如：4C、4P、4R理論以及市場營銷理論；第三,對S企業(yè)的現(xiàn)狀級存在問題進行分析；第四,對S企業(yè)的營銷環(huán)境進行進一步分析；第五也是最重要的,以S企業(yè)為例對S企業(yè)自身的營銷策略和經(jīng)營狀況進行優(yōu)勢、劣勢、機會和威脅的SWTO分析,最后制定營銷策略,以期能夠為S企業(yè)的營銷提供幫助。
[Abstract]:The denatured starch industry is a rising industry in the past century. It is also called the sunrise industry. The use and scope of modified starch are very wide and can be used in many fields, not only in the food ingredients and additives industry, but also in the industry of food ingredients and additives. It is also a potential alternative to many non-renewable sources of energy. With the continuous improvement of people's quality of life and the increasing poverty of non-renewable resources, and the increasing attention of society to environmental protection, the application of modified starch is becoming more and more extensive. All these bring opportunities and challenges to S enterprises which mainly produce modified starch. Therefore, how to correctly analyze the current environment and competition situation of domestic modified starch industry and adopt the correct marketing strategy has become an important subject of S enterprise. This paper will investigate and analyze this subject from the following aspects, hoping to provide useful reference for S enterprises and other enterprises that have or intend to do business in the denatured starch industry. The main research ideas of this thesis are as follows: first, the background, significance and general idea of the thesis are put forward; second, the relevant theories are summarized, such as: 4CX 4PU 4R theory and marketing theory; third, The existing problems of S enterprise are analyzed; fourth, the marketing environment of S enterprise is further analyzed; the fifth is the most important, taking S enterprise as an example, the advantages and disadvantages of S enterprise's own marketing strategy and management condition are analyzed. SWTO analysis of opportunities and threats, and finally develop marketing strategies, in order to help S enterprise marketing.
【學位授予單位】：蘭州大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F426.82;F274

【參考文獻】

相關(guān)期刊論文 前3條

1 宋晶,孔文;論品牌意識與品牌運營[J];財經(jīng)問題研究;2001年12期

2 張友松 ,胡克祥;我國變性淀粉生產(chǎn)現(xiàn)狀及發(fā)展方向[J];精細與專用化學品;2003年18期

3 胡新宇,寧正祥;玉米的綜合加工與利用[J];玉米科學;2000年03期

，

本文編號：2292396