玛氏公司巧克力品类营销策略优化研究

发布时间：2017-12-28 20:38

本文关键词：玛氏公司巧克力品类营销策略优化研究　出处：《东华大学》2017年硕士论文　论文类型：学位论文

【摘要】：巧克力是一个高速发展的食品品类,其品类发展的主要动力来自品类渗透。随着城市化发展、居民收入水平的提高,巧克力品类也正走入寻常百姓家庭。本文的研究完善了营销手段和品类渗透发展理论模型,将有助于扩大玛氏公司巧克力品类在传统快速消费品行业中的地位,增加整体品类市场份额。本文首先通过针对玛氏公司市场细分、目标市场、市场定位及巧克力品类外部营销环境、内部营销环境分析,得出玛氏公司巧克力品类营销在国内市场存在着区域的发展并不平衡,渠道依赖性强,季节差异大等主要问题。分析原因,文章认为,主要是公司巧克力品类营销执行标准模糊不清,渠道品类货架空间不足,巧克力品类额外可见度有待提高,巧克力品类过于依赖季节性销售以及大客户发展的营销差异化挑战造成。针对上述问题,文章对目前玛氏公司巧克力品类在国内市场营销的宏微观环境进行了分析,并结合原因,从4PS角度采取以下优化策略:1)产品策略:产品的包装、新鲜度管理与产品线的优化,解决营销执行标准模糊不清;2)价格策略:差异化定价与价格稳定、可及,解决季节性销售引起的价格波动;3)渠道策略:包装及产品陈列,收银点多点陈列,拓展渠道关系,解决渠道品类货架空间不足和巧克力品类额外可见度有待提高问题;4)促销策略:季节性促销,通路性价格促销以及精准有效的广告推广,解决季节性销售波动较大的问题;5)服务策略:推行大客户定制化服务,解决大客户发展的营销差异化挑战困境。
[Abstract]:Chocolate is a fast developing food category. The main driving force of its category development comes from the infiltration of category. With the development of urbanization and the improvement of the income level of residents, the chocolate category is also entering the family of ordinary people. This research has perfected the marketing and penetration development theory models, which will help to expand the status of Mars Inc's chocolate products in the traditional fast moving consumer goods industry and increase the market share of the overall category. Firstly, through the analysis of the Mars Inc, market segmentation, target market, market positioning and chocolate category of external marketing environment, internal marketing environment, the Mars Inc of chocolate category marketing in the domestic market has regional development is not balanced, channel dependent, seasonal differences and other major problems. Analysis of the reasons, the company is mainly to chocolate category marketing standards vague, lack of channels for shelf space, chocolate category extra visibility needs to be improved, the difference of marketing chocolate category is too dependent on seasonal sales and customer development of the challenges caused by. Aiming at the above problems, the article on the current Mars Inc in the domestic marketing chocolate category of the macro and micro environment analysis, combined with the reason, take the following optimization strategy from the perspective of 4PS: 1) product strategy: to optimize the product packaging, freshness management and product line, solve the Marketing Executive standard is vague; 2) price difference strategy: Pricing and price stability, and solve the price fluctuation caused by seasonal sales; 3) channel strategy: packaging and product display, cashier point display, expand the channels, solve the problem of channel category shelf space and chocolate category extra visibility needs to be improved; 4): seasonal promotion, promotion strategy pathway of price promotion and accurate and effective advertising, to solve the seasonal fluctuation of sales; 5) service strategy: the implementation of customized service, solve customer development marketing difference Alienation challenges the dilemma.
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F416.82

【参考文献】