摘 要
食品是人类在地球上生命活动的能量来源。我国的市场经济发展迅猛，给食品
行业带来的冲击非常大。营销是一个企业生存发展的根基，与生产经营活动有
着密不可分的联系。在相关营销理论基础的指导下，本文是从永善天山食品公
司的经营现状、行业环境进行分析。考察目前永善天山食品公司使用营销策略
现状，就目前营销现状执行情况可知，公司的营销策略还存在一定的问题，然
后使用４ PS 理论和 STP 理论分析营销策略存在的问题。最后针对营销策略现状
及出现的问题，给出相应的改进建议，来扩大永善天山食品有限公司的市场占
有率，企业能健康发展。
关键词：天山食品；市场营销；问题；改进建议
Abstract
Human life activities on the earth can not be separated from food, and food is
needed as
energysupply.The rapid development of market economy in China has brough
t great impact to the food industry.Marketing is the foundation of an
enterprise's survival and development, and is closely related to production
and operation activities.Under the guidance of the relevant marketing theory,
this paper analyzes the operation status and industry environment of
Tianshan food company in Yongshan.The present situation of the marketing
strategy of Tianshan food company in Yongshan is summarized. The current
marketing situation shows that there are some problems in the marketing
strategy of the company. Then we use the ４PS theory and the STP theory to
analyze the problems of marketing strategy.Finally, according to the current
situation and problems of marketing strategy, some suggestions are given to
expand the market share of Yongshan Tianshan Food Co., Ltd., and the
enterprise can develop healthily.
Key word：Tianshan food;Marketing Management;problem;Suggestions for
improvement
目录
摘 要 I
Abstract II
第１章 绪 论 １
１．１课题背景及研究意义和目的 １
１．１．１选题背景 １
１．１．２研究意义 １
１．１．３研究目的 １
１．２国内外研究动态 ２
１．２．１国外市场营销研究动态 ２
１．２．２国内市场营销研究动态 ２
１．３研究内容与方法 ４
１．３．１研究内容 ４
１．３．２研究方法 ４
第２章 相关理论概述 ４
２．１ STP 理论 ４
