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本文以山东鲁花集团有限公司食用油产品为例,从鲁花食用油产品的发展与产品结构进行分析,对公司产品的市场宏观环境和市场需求简略分析,确定产品市场的发展前景,接着对市场上主要竞争对手优势与本公司优势对比分析。然后分析公司的STP战略,包括对所处的目标市场、市场定位和市场细分进行战略分析,明确公司及产品现状和存在的问题。最后结合市场营销学的4P(产品、价格、渠道、促销)理论,给出部分解决建议,让企业更深入了解目标市场,进一步合理进行市场细分,优化产品定位,制定出合理有效的产品营销组合策略。
关键词: 营销现状 目标市场 竞争 战略分析

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This article takes the edible oil production of Shandong Luhua Group Co,.Ltd as an exmaple, analyses the structrue and development of production of the edible oil production of Shandong Luhua Group, and simply analyses the demand and the micro-encironment of the market of Luhua Group, confirm the prospect of the products market. In addition, it makes an analysis and compare the advantages of major competitor on the market with the advantages of Luhua Group.Significantly, this article also analyses the STP strategy of Luhua Group, which including where the target market it stays in, and market positioning, analysis of market segmentation, clearly pointing out that the issues and the current situation of products of Luhua Group. At last, it gives some suggestions to sovle the problems combine with 4P Theory (Product, Price Place, Promotion) of Marketing, this article will assists enterprises further knowl the target market, advancing segment the market reasonably, improving the product positioning as well as formulating the efficient and reasonable marketing mix trategy.

Key words:
cunrrent situation of marketing
target market
competition
trategy analysis

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第1个回答  2012-05-26
This paper to shandong LuHua group Co., LTD. Cooking oil products, for example, from LuHua cooking oil product development and product structure is analyzed, and the products of the company and the market demand market macro environment brief analysis, determine product market prospect, then the market main competition and the company advantage compared and analyzed. And then analysis company STP strategy, including to the target market, market orientation and market subdivision carries on the strategic analysis, clear company and product present situation and the existing problems. Based on the market marketing of 4 P (product, price, place, promotion) theory, and gives some advice to solve, make enterprise a better understanding of the target market, and further reasonable fractionizing market, optimize product positioning, make a reasonable and effective product marketing mix strategy.
第2个回答  2012-05-23
This paper to shandong LuHua group Co., LTD. Cooking oil products, for example, from LuHua cooking oil product development and product structure is analyzed, and the products of the company and the market demand market macro environment brief analysis, determine product market prospect, then the market main competition and the company advantage compared and analyzed. And then analysis company STP strategy, including to the target market, market orientation and market subdivision carries on the strategic analysis, clear company and product present situation and the existing problems. Based on the market marketing of 4 P (product, price, place, promotion) theory, and gives some advice to solve, make enterprise a better understanding of the target market, and further reasonable fractionizing market, optimize product positioning, make a reasonable and effective product marketing mix strategy.
Keywords: marketing target market competition strategy analysis of the current situation
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