“小蜜蜂”走向国际化的营销战略分析

Analysis of "little bee" going to internationalization's marketing strategy

武汉小蜜蜂食品有限公司从一个普通的民营企业转变为现在的湖北省创汇大户,并且被国家农业部授予"全国农产品加工示范企业"称号,然而,随着国内外经济环境的改变,特别是加入WTO以后,武汉小蜜蜂公司也面临了新的机遇和挑战。企业如何适应市场需求和市场竞争的要求,强化管理,制定和实施高效的营销战略与营销组合策略,具有重要的理论与实践意义。本文密切联系武汉小蜜蜂公司的营销实际,提出一整套具有科学性、实用性、可操作性的营销战略方案,为企业领导统一认识,实施战略决策提供了重要的科学依据。

Wuhan Bee food company changed from a common individually-run enterprises into an exporting company as now,and be rewarded by China Agricultural Sector as ＂Nationawide paradigmatic agro-product processing company ＂, while,with the protean economic environment overseas and home,in particular,China has been the member of WTO, Wuhan Bee food company faced new chances and challenges as well. It＇s very significant in both theory and practice that the enterprise strengthenes management,establishs and implements the efficient marketing strategy and marketing-mix strategy to meet the market demand. Based on the the practice of Wuhan Bee food company,a whole set of scientific and feasible marketing strategic plan is proposed in the article.It provides important scientific proof for enterprise leaders to unificate understanding and make strategic decisions.