CAJ | 학술논문

经过多年的高速发展，水产饲料买方市场基本形成。本文分析了水产饲料销售的现状及存在问题，指出水产饲料企业要摆脱困境，必须实施营销创新，采用顾客满意的理念，准确定位，重视品牌建设与维护，并提出具有实践意义的营销创新方向。特别在营销理念创新、产品创新、定位创新、渠道创新、促销创新、组织创新和服务营销等方面提出具体的措施与方法。建议水产饲料企业要善于分析市场，秉承顾客满意的理念，运用STP理论，努力寻找差异化，找到属于自己品牌的蓝海。
경과다년적고속발전，수산사료매방시장기본형성。본문분석료수산사료소수적현상급존재문제，지출수산사료기업요파탈곤경，필수실시영소창신，채용고객만의적이념，준학정위，중시품패건설여유호，병제출구유실천의의적영소창신방향。특별재영소이념창신、산품창신、정위창신、거도창신、촉소창신、조직창신화복무영소등방면제출구체적조시여방법。건의수산사료기업요선우분석시장，병승고객만의적이념，운용STP이론，노력심조차이화，조도속우자기품패적람해。
The buyer market of aquatic feed has been formed after the high speed development of several years. This paper analyzes the present situation of aquatic feed sales and the existing problems, and points out that if the aquatic feed enterprises want to get out of business difficulty, they must carry out marketing innovation. The aquatic feed enterprises can use the concept of customer satisfaction and accurate positioning, and pay attention to the brand construction and maintenance. This paper also puts forward measures and methods of marketing innovation. Practical measures and methods of marketing innovation are also discussed in many specific fields such as marketing philosophy innovation, product innovation, positioning innovation, promotion innovation, organization innovation and services marketing innovation. Finally this paper gives advices to enterprises in industry of aquatic feed that they should be good at analyzing market, should apply philosophy of customer satisfaction, theory of STP, and try to find differentiation and find out market opportunity of brand competition.