SY公司营销战略的研究

上海交通大学硕士学位论文SY公司营销战略的研究姓名：王永申请学位级别：硕士专业：工商管理指导教师：王毅捷20070128MBASYSYSY,,,MBASYTHERESEARCHOFSYCORPORATIONMARKETINGSTRATEGYABSTRACTThemarketingstrategyessenceimplicationisreferstotheenterpriseaccordingtothemarketingenvironmentandthedynamicchangetendency,ownmarketingconditionandsoon,tomakeoverallimportanceandthemostadvantageousstrategy.Thisthesisaccordingtomymanyyearsfoodbackgroundsandthelecithinprofessionexperience,takestheSYcorporationasthereferencepoint,undertheeconomicalglobalizationandtheforeigncapitalbringthecompetitiontodomesticmarket,analyzedaproxyCorporationhowtoovercometheoutsideenvironmentchangeandrefiningoutcompany'scorecompetitioninordertokeeprelativecompetitionadvantage,andhowstudiedsubdividedthemarket,howlocatesthemarket,howdevelopedandthemaintenancethecompetitivepowerproduct,howusedthereasonablechannelcloseconsumer,alsohowusedtheappropriatedisseminationwayandtheconsumercommunicateslettheconsumerpurchasesourproductforalongtimeandsoon.KEYWORDS:marketing,strategy,lecithin,competitionMBASY20061218MBASY2006121820061218MBASYWTOSYDEGUSSAB-BDEGUSSAADMSOLAE/SYSYDEGUSSA30%DEGUSSA200512CARGILSYB-CB-BMBASYSYSYSYDEGUSSASYSYMBASYSYSYSYPESTSWOTBCGGEMBASY-1-1.11.1.11995199620032000200526591/3ADM,MBASY-2-2005Degussa1.80,1-12005:1.8015.002/3.5032.5041.9051.5061.1078.08/7.0Degussa1.1.2(1)WTO70003500,,()(2)20022006MBASY-3-(3)1.1.3(1)20064.3%20057.4%200520051823219.9%9.9%10.1%9.8%9.9%MBASY-4-1-2FIGURE1-2GDPandGrowthRateofthe15thPeriod(2)1.8%19.8%5231.522.6%MBASY-5-1-3FIGURE1-3NationalRevenueandIncreasesConditionofthe15thPeriod(3)200536%46%42%2005GDP14001-4FIGURE1-4IncomesoftheUrbanandRuralResidentsandEngel'sCoefficientChangeConditionofthe15thPeriodMBASY-6-5-10111.1.4116%64%50%(2)20052006697.8175015.5%200(3)200611MBASY-7-1.1.5(1)20042006497ADMDegussaADMSolae(2)50801.1.6PESTPESTPESTPoliticalEconomicSocialTechnologicalMBASY-8-PEST1-5PESTFIGURE1-5PESTAnalysesofLecithinIndustry1-5PEST1.21.2.1(1)12312312312MBASY-9-200421690000057%90%202064%1610590902001-2002200440%24%18%17608%200419702006425020052006270020061-6FIGURE1-6CustomhouseCountstheEntranceData27000MBASY-10-193500976412.160%20042004ABCDABCDADMBungeCargilLouisDreyfus80%,60%ADM80%(3)1-7FIGURE1-7SoybeanEstateEnchainsMBASY-11-1-71-8,1.2.2(1)1847MAURICEGOBLEYMBASY-12-LECITHIN,,1.03.234.219.716.015.83.610.7Degussa1-9FIGURE1-9SoybeanLecithinanditsCompositionPOLARLIPIDSINSOLULBEPHOSHPOILPISDPC=PE=PI=PA=PAPIPEPCACETONEMBASY-13-(2)(3)1-10150%225%315%410%+()MBASY-14-Degussa1-11FIGURE1-11SoybeanLecithinProducesDistribution(4),Degussa,ADM,Solae200512000200510086DegussaADMSolae1.2.3,DegussaADMSolae,1-12199920042006500/145157ADM/30708.035,943.8MBASY-15-500/164205Dupont39,130.0027730.028,491.0500223247SolaeBunge/22345.024,275.0500497Degussa8,924.30//,2005,2005Chinalecithinmarketingshare--200535%30%25%10%DegussaADMSolaeothersSY1-132005FIGURE1-13ChinaLecithinMarketingShare-20051-1390%,,(Degussa,ADM,Solae)(1)DegussaDegussa1843,100,Degussa1999LUCASMEYER70DegussaMBASY-16-2005Degussa2,600(4)Degussa1-14Degussa2002200320042005billioneuros€11.7€11.3€10.7€11.8EBITmillioneuros€953€896€931€940SummaryofRecentYearsDegussa2005(IFRS)2004(IFRS)2003(IFRS)2002(US-GAAP)2001(US-GAAP)Sales11,752€m10,740€m11,081€m11,765€m11,862€mEBITDA1,585€m1,583€m1,630€m1,747€m1,858€mEBITDA-Margin13.5%14.7%14.7%14.8%15,7%EBIT940€m931€m892€m939€m988€mROCE9.8%9.4%9.2%8.5%9.3%NetIncomeafterMinorities-491€m298€m-261€m227€m421€mEarningspershare-2.39€m1.45€-1.27€1.10€2.05€Dividendpershare0.00€1.10€1.10€1.10€1.10€Equityratio31%34%33%37%33%NetDebt2,162€m2,156€m2,381€m2,542€m3,1€mCashflowpershare*5.23€m5.42€5.50€6.95€7.28€PriceEarningsRatio-21.4-21.813.8MBASY-17-Dividendyield-3.6%4.0%4.6%3.9%,SY:35%(2)ADMArcherDanielsMidlandADM190240ADM20006--34122700830001200ADM1-15ADM2002200320042005(millions)$22611894$30708033$36151394$35943810EBIT(millions)$511093$451145$494710$1044385SummaryofRecentYears(ADM)SYDegussaMBASY-18-20052004200320022001NetSales(millions)$35,943.8$36,151.4$30,708$22,611.9$19,483.2NetIncomeafterMinorities(millions)$1,044.4$494.7$451.1$511.1$383.3Earningspershare$0.32$0.27$0.24$0.20$0.19NetDebt(millions)/////:30%(3)SolaeDuPont1802,7079,000Bunge181822000324502005$24,275.Bunge70100200341SolaeSolae300010001080ADMMBASY-19-DuPontBunge1-16SummaryofRecentYears(DuPont)20052004200320022001NetSales(millions)$26,639$27,340$26,996$24,006$24,726NetIncomeafterMinorities(millions)$2,063$1,780$973$1,103$4,339Earningspershare$1.46$1.40$1.40$1.40$1.40NetDebt(millions)$6,329$2,949$7,106$6,832$6,814SummaryofRecentYears(Bunge)20052004200320022001NetSalesmillions$24,275$25,168$22,165$13,882$11,484NetIncomeafterMinoritiesmillions$530$469$411$255$134Earningspershare$4.43$4.10$3.83$2.64$1.87NetDebtmillions$3,146$3,281$3,394$2,921$1,55925%(4)1-17DEGUSSAADMSOLAE1.brand0.1550.7530.4530.45SolaeMBASY-20-2.product:,0.1050.5030.3030.303.place:0.1540.6030.4540.604.price:0.1530.4550.7540.605.promotion:0.1030.3050.5040.406.customer:0.1040.4040.4040.407.Cost:0.1020.2050.5030.308.Convenience:0.0550.2540.2030.159.Communication:0.0550.2530.1540.2010.Rel