调味品企业营销困境的成因及对策分析——从我国酱油中小企业的角度出发  

Study on marketing problems of soybean Sauce Company

作　　者：章芳芳[1] 

机构地区：[1]福建师范大学经济学院,福建福州350007

出　　处：《贵州商业高等专科学校学报》2008年第3期10-12,共3页Journal of Guizhou Commercial College

摘　　要：通过介绍我国酱油市场和中小企业的现状,运用市场营销理论对企业的内外部经营环境和营销手段等诸方面进行分析,着力讨论企业如何利用自身优势,借助外部资源,结合先进的营销理论,制定适合企业自身的市场营销策略,力求寻找到适合中小企业进行市场开拓的最佳市场营销策略。This paper introduces the market of soybean sauce and the situation of the small companies, and then it tries to analyze marketing environment and marketing mix by applying 4ps＇theory. At last, it pays more attention to seek suit- able marketing strategies for small companies by analysis of the internal advantages and external resources. Hope it can find a better way for under - average scale condiment enterprise.

关 键 词：酱油市场 SWOT 营销策略 

分 类 号：G274[文化科学—档案学]