| 水产饲料营销创新的理念与方法 |
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| 引用本文： | 朱善国.水产饲料营销创新的理念与方法[J].现代渔业信息,2012,27(1):42-46. |
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| 作者姓名： | 朱善国 |
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| 作者单位： | 上海海洋大学经济管理学院,上海,201306 |
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| 摘 要： | 经过多年的高速发展,水产饲料买方市场基本形成。本文分析了水产饲料销售的现状及存在问题,指出水产饲料企业要摆脱困境,必须实施营销创新,采用顾客满意的理念,准确定位,重视品牌建设与维护,并提出具有实践意义的营销创新方向。特别在营销理念创新、产品创新、定位创新、渠道创新、促销创新、组织创新和服务营销等方面提出具体的措施与方法。建议水产饲料企业要善于分析市场,秉承顾客满意的理念,运用STP理论,努力寻找差异化,找到属于自己品牌的蓝海。
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| 关 键 词： | 营销创新 定位 品牌 营销渠道 |
On Marketing Innovation of Aquatic Feed |
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| ZHU Shan-guo.On Marketing Innovation of Aquatic Feed[J].Journal of Modern Fisheries Information,2012,27(1):42-46. |
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| Authors: | ZHU Shan-guo |
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| Institution: | ZHU Shan-guo (College of Economics ＆ Management, Shanghai Ocean Univercity, Shanghai 201306,China) |
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| Abstract: | The buyer market of aquatic feed has been formed after the high speed development of several years. This paper analyzes the present situation of aquatic feed sales and the existing problems, and points out that if the aquatic feed enterprises want to get out of business difficulty, they must carry out marketing innovation. The aquatic feed enterprises can use the concept of customer satisfaction and accurate positioning, and pay attention to the brand construction and maintenance. This paper also puts forward measures and methods of marketing innovation. Practical measures and methods of marketing innovation are also discussed in many specific fields such as marketing philosophy innovation, product innovation, positioning innovation, promotion innovation, organization innovation and services marketing innovation. Finally this paper gives advices to enterprises in industry of aquatic feed that they should be good at analyzing market, should apply philosophy of customer satisfaction, theory of STP, and try to find differentiation and find out market opportunity of brand competition. |
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| Keywords: | Marketing innovation Positioning Brand Marketing channel |
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