摘要随着我国国内消费能力的不断提升,海通公司产品的消费量亦呈快速增长的势态。近年来伴随着食品饮品加工企业不断增加,使得食品行业在国内的销售市场环境变得越来越严峻,竞争越来越激烈。各大食品饮品加工企业在不断的寻求市场的突破口,有的甚至抛弃了以往传统的业务范畴进入新的领域发展,以便在未来的发展中取得有利的市场地位。因此，本文结合海通公司的市场营销策略进行了一系列地研究。关键词：海通公司，市场营销，策略AbstractAsChina'sdomesticconsumptioncapacityofcontinuousimprovement,consumptionofcoalchemicalproductsalsoshowedrapidgrowthtrend.Inrecentyears,withthecoalchemicalproductsprocessingenterprisescontinuetoincrease,thecoalchemicalindustrysalesinthedomesticmarketenvironmenthasbecomemoreandmoreserious,moreandmoreintensecompetition.Themajorcoalchemicalprocessingenterprisesincontinuetoseekabreakthroughinthemarket,someevenabandonedthetraditionalbusinessintonewareasofdevelopment,inordertoobtainafavorablepositioninthemarketinthefuture.Therefore,basedonthemarketingstrategyofcoalchemicalindustrycarriedoutaseriesofstudies.Keywords:Coalchemicalindustry;marketing;strategy目录1绪论................................................................................................................12基本理论........................................................................................................12.1国内基本理论框架............................................................................12.2国外基本理论框架............................................................................22.3章节小结............................................................................................23海通公司营销策略的分析............................................................................33.1海通公司营销策略分析....................................................................33.1.1海通公司销售现状................................................................33.1.2海通公司营销销售的SWOT分析............................................33.2海通公司现有的营销策略................................................................43.2.1市场策略....................................................................................43.2.2产品策略....................................................................................43.2.3价格策略....................................................................................43.2.4渠道策略....................................................................................53.2.5促销策略....................................................................................53.3现有营销策略存在的问题及原因....................................................53.3.1存在的问题................................................................................53.3.2原因分析....................................................................................63.4章节小结............................................................................................64海通公司营销策略的优化............................................................................64.1目标市场的策略................................................................................64.1.1市场细分....................................................................................64.1.2市场差异化................................................................................74.2产品营销组合设计.................
