【作者】 周小顺；

【导师】 资树荣；

【作者基本信息】 湘潭大学 ， 工商管理， 2010， 硕士

【摘要】 市场开拓战略的选择,于企业的营销及发展战略至关重要,因此在选择时需要格外慎重。每一个企业都有其存活、生长的土壤。龙牌酱业作为湖南乃至中国的一个民族品牌,在新的市场环境、文化氛围及市场体制等因素的影响下需要重新恢复活力、逐步发展和壮大。本文基于市场开拓理论,对目前湖南龙牌酱业集团有限公司市场开拓环境及现状进行了分析,梳理了海天调味品有限公司的成功经验,在此基础上结合龙牌酱业的实际情况提出了其市场开拓战略。文章引言部分介绍了湖南龙牌酱业集团有限公司的发展现状及综述了目前国内市场开拓理论研究现状,并从什么是目标市场、如何确定目标市场、如何选择和选择怎样的战略进行目标市场开拓等方面阐述市场开拓理论体系;之后,分析了龙牌酱业市场开拓所面临的调味品行业市场发展环境中的有利因素和不利因素,分析整理了海天顺应市场发展需要不断推动规模化发展,以高品质多种类的产品研发和生产提高市场占有率,不断完善市场营销网络,成功的产品市场定位策略等四个方面的成功经验,在理论、现状及成功经验分析的基础上,结合湖南龙牌酱业集团有限公司现阶段的发展情况和调味品行业的市场分析,笔者提出了在市场地理区域开拓战略上可采取“滚雪球”战略,从产品研发、相关联产业发展、产品定位及市场推广、销售终端网络等四个方面来达到整体提高市场开拓能力的效果,帮助湖南龙牌酱业集团有限公司逐步做大做强。更多还原

【Abstract】 Choosing Market developing strategy is very important for the selling and expanding of a company. We have to choose a strategy very carefully.There is a special soil for a company to live and grow. As a national brand for Hunan even China, the Dragon soy sauce company want to regain its vitality and grow in the new market environment. This essay analyzes the market on the market developing theory,lay out the successful experience of Haitian and give some pieces of opinion in the Dragon’s market expanding.In the forword,the writer introduce the developing present situation of the Dragon and the researchment about market expanding which has been done before. The first part simply introduce the market expanding theoretical system from what is aim market,how to confirm aim market,how to choose and choose what kind of strategy to expand aim market. In the second part the writer introduce the soy sauce industry developing environment which the Dragon have to face. In the third part the writer analyze Haitian’s success experience. In the forth part, the writer integrates the development of the Dragon and thd market analyze of the soy sauce industry, bring up the market expanding strategy of the Dragon.更多还原