Y公司乳酸菌饮品浙江市场营销策略研究

发布时间：2018-01-13 15:15

本文关键词：Y公司乳酸菌饮品浙江市场营销策略研究　出处：《东华大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着生活水平的提高,人们的消费观念逐渐发生变化,购买乳制品不再单纯的满足于营养摄入,而是更多的关注于其健康及保健功能。乳酸菌饮料是最近发展起来的一种新型的具有保健功能的饮料。随着整个中国乳酸菌饮料行业快速发展和成熟,市场竞争也日益激烈,如何制定有效的市场营销策略,稳定并扩大企业产品的市场份额成为企业发展的首要问题。本文以市场营销的相关基础理论和前沿理论为指导,对Y公司乳酸菌饮品浙江市场的内外部营销环境和消费者乳酸菌饮品消费行为等方面进行了调查分析,比较了企业的优势和劣势,揭示了其面对的机会和威胁。在全面把握其营销基础条件的前提下,重点对Y公司的市场选择定位策略、产品、价格、渠道、促销策略以及精准营销策略等市场策略的应用进行了阐述分析,总结和揭示了Y公司在浙江市场营销实践中的成功经验和主要矛盾。通过较深入地分析其内在的原因和机理,希望更系统和科学地完善优化该市场的营销策略。最后也期待本此研究能为其它乳酸菌饮品企业制定营销策略提供启发和借鉴。本文主要应用了文献归纳、深度调研、比较分析等研究方法。本论文共分七个部分。第一部分简要介绍了论文的研究背景、研究意义、研究要解决的主要问题以及研究思路和框架等;第二部分对本文应用的相关营销理论进行了阐述及梳理,主要涉及了STP理论、4P营销理论、精准营销理论等;第三部分本文主要通过应用波特五力模型和PEST分析法对Y公司的宏观环境和所处行业环境进行了分析;第四部分本文通过SWOT分析和消费者行为调查对Y公司乳酸菌饮品浙江市场的营销现状进行了归纳分析;第五部分是Y公司乳酸菌饮品浙江市场营销策略的解析部分,重点应用STP理论和4Ps理论,并结合精准营销理论对Y公司乳酸菌饮品的目标市场选择定位策略、产品策略、价格策略、渠道策略和促销策略等进行了分析和研究;第六部分则是关于Y公司乳酸菌饮品浙江市场营销策略方面的建议和启示;第七部分是本论文的结论部分,总结了本文运用理论知识所阐述和解决的实际问题以及有待进一步研究和探讨的问题,本文在分析Y公司乳酸菌饮品浙江市场营销环境的基础上,较系统地归纳了其营销策略,希望可以为其他乳酸菌饮品企业营销策略的制订与实施提供参考借鉴。
[Abstract]:With the improvement of living standards, people's consumption concept gradually changes, the purchase of dairy products is no longer simply satisfied with nutritional intake. Lactic acid bacteria beverage is a new type of health care beverage developed recently. With the rapid development and maturity of the whole Chinese lactic acid bacteria beverage industry. Market competition is becoming increasingly fierce, how to formulate effective marketing strategies. Stabilizing and expanding the market share of enterprise products has become the most important issue in the development of enterprises. This paper is guided by the relevant basic theories and frontier theories of marketing. The internal and external marketing environment and consumer consumption behavior of lactic acid bacteria drinks in Zhejiang market of Y company were investigated and analyzed, and the advantages and disadvantages of the enterprises were compared. It reveals the opportunities and threats it faces. Under the premise of comprehensively grasping the basic conditions of its marketing, it focuses on the positioning strategy, products, prices and channels of the market selection of Y Company. The application of marketing strategies such as sales promotion strategy and precision marketing strategy are expounded and analyzed. This paper summarizes and reveals the successful experience and principal contradiction of Y Company in Zhejiang's marketing practice. Through a deeper analysis of its internal reasons and mechanism. Hope to improve the marketing strategy of optimizing the market more systematically and scientifically. Finally, I hope this research can provide inspiration and reference for other lactic acid beverage enterprises to formulate marketing strategy. This paper is divided into seven parts. The first part briefly introduces the research background, research significance, the main problems to be solved and the research ideas and framework. The second part expounds and combs the relevant marketing theories applied in this paper, mainly involves STP theory, precision marketing theory and so on. In the third part, the author analyzes the macro environment and the industry environment of Y Company by using Porter's five-force model and PEST analysis method. In the 4th part, the marketing situation of Y company lactic acid bacteria beverage in Zhejiang is summarized and analyzed by SWOT analysis and consumer behavior investigation. The 5th part is the analysis part of the marketing strategy of the lactic acid bacteria beverage in Y Company, which focuses on the application of STP theory and 4Ps theory. Combined with the precision marketing theory, this paper analyzes and studies the target market selection strategy, product strategy, price strategy, channel strategy and promotion strategy of Lactic acid bacteria beverage in Y Company. The 6th part is about Y company lactic acid bacteria beverage Zhejiang marketing strategy suggestion and enlightenment; Part 7th is the conclusion of this paper, summarizes the use of theoretical knowledge in this paper elaborated and solved the practical problems and problems to be further studied and discussed. On the basis of analyzing the marketing environment of lactic acid bacteria beverage in Y Company, this paper systematically summarizes its marketing strategy, hoping to provide reference for the formulation and implementation of marketing strategy of other lactic acid bacteria beverage enterprises.
【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;F426.82

【参考文献】