AD公司食品添加剂公司市场营销策略研究

华中科技大学硕士学位论文AD公司食品添加剂公司市场营销策略研究姓名：齐鸿林申请学位级别：硕士专业：工商管理指导教师：云虹20060426I“”8%ADADADADADADSWOTADADSOADADADADIIAbstractWiththedevelopmentofmodernfoodindustry,asanecessarypartoffoodindustryfoodadditivesdevelopsveryfastaswell.Inthefifteenth-five-year-plan,theincreaseratiooffoodindustryproductivevaluekept8%.Asanimportantcomponentoffood,thefoodadditiveindustryisinfaceofopportunity.Soitisabigproblemhowtomakefulluseoftheopportunityandbringintoplayingthesuperiorityofthecompanyandcombinethecharacteristicofthemarkettoexplorethemarketingmixstrategy.Thepaperisdividedintofiveparts.Fromfirsttothirdpart,itintroducedthecorrelativeconceptsofadditivesandthedevelopmentsituationofdomesticandinternationalfoodadditives,andthenanalyzedthemarketcharacteristic.Infourthpart,intermsofthedemandsofthemarket,throughtheanalogyanalysisofthesimilarfoodadditives,thepaperpredictedthedemandandsupplyofthedomesticmarketandfurtherresearchedthenecessityandfeasibilityofadjustingmarketingstrategy.Finally,intermsofADCompany’smarketingproblems,itanalyzedtheinternalandexternalenvironmentthroughSWOT,andthensubdividedthemarketofADCompanysoastodeterminetargetedmarketforADCompanyasaconsequence.Onthebasisofit,thispaperanalyzed4Psmarketingmixstrategyfurther,andthenputforwardthemarketingstrategycorrespondingtoconsumers’demandsshouldbedeveloped.Keywords:FoodadditivesMarketingenvironmentMarketingmixstrategyMarketsegmentII______111.1“”8%11400050002198815020001602003200200425010100020“”2AD200310503010ADATBHQ2004502005160ADADAADADA20057ADAADAD1.23ADADSWOTADADADADADAD1-11-1ADADSWOTADAD4232.12.1.1FAOWHO“CFR19954,,,————ADA52.1.2201400050002000200015001600702003532FAOWHO2330GB2760—19962262.1.319081959FDA6“”“”FDAFCCFDAFDA719801981GB2760—811996GB2760—961994“”GB14880—1994198619921995102.1.48“”“”732.1.5“”“”“”“”2.22.2.1140005000198815020001602003200200425030%13%12%6%5%5%5%2%1%9101000850%140/23005004044824040010vc9β-2.2.21987145001250001619861660022160019981372003287200433419991702004345200330015%20053801110CIS09002IS014000FCC60305“”“”1230014CMC11()1320041450050200─3003020“”123ADAD3.1“”8%20061.83.1.1“”133.1.2“”“”150202345146173.2116040047070002500“”“”15209020057ADA“”“”“”WTO3.33.3.13.3.216133.3.3143.3.4VC10VC3.3.5173.3.6152003200435%20%200530%184ADADADAD4.1ADADADATBHQ6AD4-14-1AD:20052004ADA141.038003000860840TBHQ6506404.1.1AD——1920043000200538004-1200642004.1.2“”20041.020051.44-1ADA20061.84.1.3“”“”200484020058604-14.1.4TBHQTBHQ200464020056504-120AD4.2ADAD4.2.12004120,1902004180120,30550%(20)(12)(10)(8)(7)16,,,20%,200410000370%800300600218001200200538003400424-280012008003006004.2.2281420049BHATBHQ200410,100,115,(2/3)200420,6000,(1/2)16BHA5080——8001000250100150300100222005TBHQ1000104002001005001004-320058606505004-34002001005001001001501002503004.2.3ADAADA200571ADA23200560ADAADADA50ADADA150AD245ADADADADAD5.1ADADAD5.1.1AD5.1.21AD226.————ADA——TBHQAD2518AD——65/52/20/AD15/ADADAD265.2ADSWOTADADSWOTSWOT5.2.1ADAD20045272.812%201012.7%18220%26427.2%1500012%34515%11“”5.2.2ADAD50ADADADA27ADAD5-15-1ADSWOT-O-TO1O2O3O4O5WTOO6O7O8O9O10T1T2T3T4T5——S——WS1S2S3S4S5S6S7S8W1W2W3W4W5SOSTWOWT28AD————ADAADSO5.3ADADAD5.3.1AD1920ADADAADADADAADAADAADADAD295.3.2ADADADADADADADADADAADAD5.3.3ADADADAD“”19ADADAADAD30AD21ADADAADAADADAADAADADADAADADAD5.4AD“”225.4.14PSProductPricePlacePromotion4PS2050.12“”“”3160“4P’s”“”2490904P4C“”Consumer(Cost)(Convenience)(Communication)5.4.2ADADAAD65-2325-2AD1ADAADA“”ADADADAADAADADA2ADAD3ADA()TBHQ33ADADADADA5.4.3ADADADAAD25ADAD1-2AD5%5.4.4AD“”34136%5-35-320072464020184%36232010922ADADADAD5-4355-4AD5.4.5251AD2ADADAD36“”AD37“”ADADADSOADADADADADADADADADA38MBAMBA2003MBA2003MBA39[1].“”.[2]..[3]..2003117[4]..20021014[5]..19941016[6]...2004615[7][]JohnEldred..,2004,415[8]..,2006,12729[9]...2005,4(15)59[10]..,2001,32021[11].2004.,2005,22026[12].[13]..[14],..,2005,14952[15]..,20035:14[16]...2005317075[17]..20063259293[18]..,2000234—237[19][]M·J·B·J·W·J..20048127137[20][]·E··L·..().2005515816240[21]..19979285292[22]..,20061230250[23]..200581525[24][]·...20031231[25]OK.[26][]·S·...,20039247251[27]..1998918[28]..2005,1-22526[29]..200611819[30]..20062358378[31][]John.Quelch...20056120[32].200592325[33]..200414047[34]BartonA.Weitz,SandyD.Jap.RelationshipMarketingandDistributionChannels.JournalofAcademyofMarketingScience,1995,23(2):305320[35]SwaminathanM.S.EnvironmentandGlobalFoodSecurity.FoodTechnology,1992,46(7):8990,95[36]Crigg,D.B.TheWorldFoodProblem.Oxford:2ndBlackwell,1993[37]Edwards,C.MeetingWorldfoodneeds.NationalFoodReview,1984,NFR(26):24[38]BoyceM.C.DeterminationofAdditivesinFoodbyCapiallaryElectrophoresisReview.Electrophoresis,2001,22(8):14471459[39]Bodowsteve.TheNewMarketOrder.Civilization,2000,.7(5):105126[40]ChemicalWeeklyGroup.ConsumersInterestDriversGrowthforusFoodAdditivesDemand.Chemicalweekly,2002,48(19):151[41]PrasadNSK.AnOverviewofDevelopmentsinFoodAdditivesPartFive:theFoodAdditivesIndustry.ChemicalWeekly,2002,47(44):16516741[42]PrasadNSK.AnOverviewofDevelop