苏南盐业营销转型问题研究

【作者】 王志华；

【导师】 蒋青云；

【作者基本信息】 复旦大学 ， 高级管理人员工商管理（专业学位）， 2011， 硕士

【摘要】 应用战略分析工具、价值链管理理论和市场细分分析方法,通过对苏南盐业所在行业环境和内部资源状况的系统分析,指出公司营销转型中面临的关键问题,通过食盐和小工盐细分市场营销要素调研,借鉴行业标杆企业成功要素分析,本文对苏南盐业营销转型问题总体规划和如何实施问题,特别是目标市场定位方面进行了研究。首先,文章对苏南盐业和控股股东进行了介绍,描述了公司发展历史和成功路径以及控股股东发展构想,从系统层面得出了苏南盐业未来发展可能定位和需要解决的关键问题；其次,结合本文研究需要,对竞争战略理论、价值链管理理论和STP营销分析理论进行了必要回顾,为后面的分析奠定了理论基础；然后在宏观环境和产业环境研究的基础上,讨论了细分行业发展趋势,初步估算了市场容量和增长速度,为苏南盐业营销发展定位问题分析提供了扎实基础；再次应用价值链和市场细分理论对苏南盐业现在存在影响营销转型问题进行了系统分析,初步明确了未来转型改进和努力的方向；然后筛选出三个与苏南盐业有一定相似度的标杆企业进行对标分析,总结出其营销成功的关键要素,为苏南盐业营销转型提供参照标杆,并进行针对性细分市场调研；最后,提出了苏南盐业营销转型的总体规划和切实可行的实施方法。文章的结论是：第一、盐行业外部环境将发生重大变化,原来赖以生存的垄断环境将在一定时期内不复存在,打造适合自身特点的价值链体系对苏南盐业至关重要；第二、苏南盐业经过多年成功运营和领导居安思危引导,在资产组合、营销渠道布置、客户资料积累等方面取得了较大成绩,但必要的组织和机制改革、优秀的营销能力构建、外包模块管控等方面仍存在不足,影响营销转型推进；第三、组织应审视价值链中各环节的贡献,围绕战略选择框架中的可能性匹配,找准实施的着力点,利用杠杆效应,作出正确的调整。苏南盐业需要根据目标客户特点进行针对性价值链重构,食盐类产品突出安全和品质、小工盐类产品着重展现提供技术管理系统解决方案,借用信息技术,针对性建设网上麦德龙电子商务和农村麦德龙模式；从而获得满意的实施绩效。营销转型问题研究决定着企业战略制定和执行,是处在外部环境快速变化环境中企业生存和不断发展需要解决的重要课题。通过本文,可以为类似企业管理决策层提供从价值链构建、市场细分的视角把握企业营销转型方向的参考。同时,本文为以营销为核心竞争力的组织提供了一种系统思考营销转型模式的理论联系实践的尝试。更多还原

【Abstract】 The article made some in-depth study of overall planning and how to implement in the marketing transformation of the Jiangsu Southern Salt Corporation, especially the part of the target market positioning through the following ways:using some analysis methods as strategic analysis tools, value chain management theories and market segmentation analysis; making system analysis of the industry environment and internal resources situation of the S Jiangsu Southern Salt Corporation; pointing out the key issues faced in the company marketing transformation; making some research of the marketing elements of the salt and coolie salt market segments; and learning some success experience from the good corporate in the industry.At first, the article introduced Jiangsu Southern Salt Corporation and the controlling shareholder, described the history, the successful path and the controlling shareholder’s development concept of the company, and concluded the possible future development orientation and the key issues need to address of the company from the system level. Secondly, combined the research needs, the writer made some necessary review of the competitive strategic theories, value chain management theories and the STP marketing analysis theories, which laying the theoretical foundation to the later analysis. Thirdly, based on the research of the macro environment and industry environment, the article discussed the sub-industry development trends, made a preliminary estimate of the market capacity and growth rate, which provided a solid foundation for the analysis of the marketing positioning of Jiangsu Southern Salt Corporation. Next, using the value chain and market segment theories again to system analysis the issues which affect the marketing transformation in the company at present, so as to initial define the direction of the improvement and efforts in the future transformation. Then selected three good enterprises which have some similarity with Jiangsu Southern Salt Corporation to do the standard analysis, and summed up the key elements of their marketing success, provided a reference benchmark for the marketing transformation of Jiangsu Southern Salt Corporation, and also made some target segment market research. Finally, the article proposed the overall planning of the marketing transformation and some practical implementation methods.Based on the above analysis process, the following conclusions can be drawn. First, the external environment of the salt industry will be significant changed, the original monopoly environment will cease to exist in a given time, so it’s essential for t Jiangsu Southern Salt Corporation to build the value chain system which fits their own characteristics. Second, after years of successful operation and the leaders’ vigilant guidance, the company had made some great achievements in the portfolio, marketing channels layout, customer date accumulation. But some aspects are still inadequate, such as the necessary organizational and institutional reform, the building of excellent marketing capability and the outsourcing control module and so on, which will impact the marketing transformation. Third, the company should examine the contribution of all sectors in the value chain, around the possibility of matching in the strategic choice framework, identify the focus of the implementation, and use leverage, then finally make the right adjustments. The company needs to do some specific value chain reconstruction according to the characteristics of the target customers, which means that the salt products should outstand their safety and quality, the coolie salt products should focus on providing solutions for technology management system. And then take advantage of information technology, target to build online e-Metro and countryside Metro mode, so as to obtain satisfactory implement performance.Marketing transformation issues research determines the development and implement of the corporate strategy, it’s an important issue that need to address for the company to survival and continued development in the environment where the external environment is rapidly changing. This article can provide reference for the business management decision-making from the perspective of the building value chain and market segmentation to grasp the direction of change in corporate marketing. At the same time, this article provides a theory with practice attempt of system thinking the marketing transformation mode for the organizations which put marketing as their core competitiveness.更多还原