摘要:随着中国加入世界贸易组织，国际贸易和发展日益迅速，从而物流作为第三产业迅速发展起来了，托盘也变的尤其重要，必不可少。我选择的是林森牧业有限公司，此公司中小生产企业的代表，而且地处偏僻之地，而且产品特殊，针对性很强的供应品，因此它的产品和销售策略比较典型，论文主要包括一下几部分：一、企业的简单介绍；二、企业的环境分析，从机会、威胁、优势、劣势进行企业内外环境的分析；三、主要阐述了企业现在的销售状况和存在的问题；四、写的是产品策略，产品整体策略、新产品的开发、产品组合的扩展、品牌和商标策略；五、产品的促销策略，主要讲述的是人员直销策略、网络促销策略、营业推广和公共关系这几个方面。经过这次策划，给企业在产品和促销两个方面有策略可循，达到促进企业良好发展的目的。

关键词：林森木业有限公司；产品；促销；策略研究

Abstract:With China's accession to the World Trade Organization, international trade and development are growing rapidly, so the logistics industry as a tertiary industry are developing rapidly, and the tray is also particularly important, indispensable. I chose the linsen animal husbandry Limited company, the company representatives of small and medium-sized manufacturing enterprises, and is located in a remote place, and have special products, targeted the supply of goods, so its products and marketing strategies are more typical, the main thesis is including the following several parts: first, a brief introduction of the enterprise; second, the enterprise's environmental analysis, opportunities and threats, strengths, weaknesses internal and external environment for enterprises of the analysis; third, enterprises now mainly on the sales and the existing problems; forth is about product strategy, product strategy, new product development, product portfolio expansion, brand and trademark strategy; fifth is product promotion strategy, mainly on the direct marketing strategy staff, network marketing strategy, sales promotion and public relations in these areas. After this planning, enterprises in the two aspects of productions and promotions can follow the strategies, in order to promote good corporate development.

Key words: Linsen corporation; productions; promotions; strategy study

　　　全文通过对企业环境的分析和现有企业的营销现状、存在的问题进行了简要的分析，发现问题的所在，然后在产品和促销上进行了详细的阐述，每个策略的必要性和分析了其中的必要性，力求能够为企业以后的发展在产品和促销方面给与一定的帮助，表明了低技术含量和初级产品，怎么去做产品怎么去做产品的整合，提高企业的整体实力，家族式企业如何正确的面对自己的员工，调动整个企业的工作激情，做到公平公正，在经济并不发达的地区，如何把科学的管理体系应用于企业当中，使企业安全有序地运行。

　　　我们主要采用了整体产品的理念，把全面质量管理理念深入每个员工心里，依据丰富的原材料、人力资源扩大产品链长，有效地实现产品的一体化，整个企业能够循环的可持续的发展，按原料的采用比例来发展企业，打造出一批精炼的销售团队和售后货款回收措施；在促销策略方面，我们主要的采用了依托销售处、代理商、加盟商前提下采取的人员直销的模式，采用网络促销使产品打入国际市场成为可能，大大提高企业的知名度和美誉度，板区加工区的分离是我们独特的模式，大大节约了运输费用和供应中小企业小批量使用中的成本。