mpc公司原药市场营销策略研究

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'mpc公司原药市场营销策略研究'
分类号 F713.50 密级 UDC TL 学号 MPC公司原药市场营销策略研究学位申请人: 王宇 指导教师: 王桂林副教授学科领域: 工商管理硕士(MBA)学位类别: 工商管理硕士2007年10月硕士学位论文MPC公司原药市场营销策略研究申请人:王宇学科(专业):工商管理指导教师:王桂林副教授2007年10月Research on Marketing Strategy of MPC Companyoriginal pesticide MarketThesis Submitted toXi9an Jiaotong UniversityIn partial fulfillment of the requirementfor the degree ofMaster of Business AdministrationByYu Wang(Business Administration)Supervisor: Associate Prof. Guilin WangOctober 2007论文题目:MPC公司原药市场营销策略研究 学科(专业):工商管理申请人:王宇指导教师:王桂林副教授随着经济全球一体化进程的加快,为我国农约企业参与国际竞争提供了更广阔 的市场发展空间,同时农药企业也面临着越来越严峻的挑战。MPC公司是由国有事 业单位改制而成的股份制公司,经过近十年的发展,已经拥有了以“代森镒锌” 为主的“拳牌”系列产品并具有一定规模的销售渠道。面对国内外越來越激烈的竞 争环境,该公司一方面要加强信息化建设,另一方面更耍强化市场营销的作用。MPC 公司目而的市场营销策略是2003年制定的,经过近几年的发展,企业的市场结构 和产品结构都发生了较大的变化,现冇的营销策略已经不再适于企业发展的需要。 表现为新产品开发不足、定价策略不合理、营销渠道绩效不高、促销手段缺乏售前、 售后、现场服务不能满足客户需求等。木文针对MPC公司在市场营销屮存在的问题,在分析公司内外部环境以及口 标市场的基础上,研究了公司原药市场营销策略。论文提出了开发新型环保除草剂、 杀虫剂等产品策略,差异化及理解定价策略,强化人员促销及产品服务等沟通策略, 以及加强了易货贸易等完善现行营销渠道的措施。本文的研究对MPC公司改善营销工作具有现实意义,同时也可为农药行业中 其他企业捉供参考。关键词:农纱行业;SWOT分析;营销策略 论文类型:应用研究Title: Research on Marketing Strategy of MPC Company original pesticide Market Speciality: Business AdministrationApplicant: Yu WangSupervisor: Associate Prof. Guilin WangABSTRACTWith the accelerated process of economic integration throughout the world, Participation in international competition has provided opportunities for the development of China's pesticide businesses. At the same time, China's pesticide businesses are facing an increasingly challenges. MPC is all enterprises by the state to change the system of forming joint-stock company. After almost a decade of development, MPC companies already have uMancozebH and "punch cardM series products and a certain level of sales channels. Faced with increasingly fierce domestic and foreign competition, The company on the one hand to step up information construction, on the other hand more sales channels to strengthen the after-sales service and product management. Marketing strategy of MPC current is formulated in 2003. After the development of the past few years, their market and product structures have taken place in the larger changes. The existing marketing strategy is no longer suitable for business development needs? Performance inadequate for the development of new products, pricing strategies unreasonable and marketing channel performance is not high, and the lack of means of pre-sale marketing, after-sales, Service can't meet customer needs.This dissertation analyzes the MPC company problems exist in Marketing. The analysis of the external environment as well as the company's target market on the basis of the original research pesticide Market of MPC company Marketing Strategy. This dissertation presents the development of new environmentally friendly herbicide, insecticide product strategy, differential pricing strategies, Staffs marketing and product services strategy, Strengthen the barter trade.This diss
关 键 词:
mpc 公司 市场营销 策略 研究
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