CP速冻米饭产品的营销策略研究

发布时间：2018-06-03 19:43

本文选题：速冻米饭 + 营销策略　；参考：《首都经济贸易大学》2017年硕士论文

【摘要】：我国速冻食品行业伴随着消费趋势快速发展,形成以饺子、汤圆、包子、粽子、馄饨为主要产品的食品行业,尤其以饺子、汤圆两类产品为主,占比近63%,但近年速冻食品行业相对增长缓慢,依据消费者饮食习惯逐渐分化出速冻米饭、速冻面条、速冻方便菜等主食产品。对比日本、韩国、泰国等国家,速冻米饭行业发展成熟,品类认知度高的现状,中国作为以大米为主食的消费习惯,以及现代渠道的快速发展,对方便食品的高需求度,速冻米饭在中国市场处于空白阶段,有较大的行业发展潜力。CP公司作为一家外资企业,在T国有成熟的速冻米饭产品研发、生产和销售经验,面对速冻食品行业发展增速放缓,尤其以方便面为代表的方便食品逐年萎缩,升级转移其他方便食品成为速冻米饭行业发展的机会点。现在国内较少有对速冻米饭行业深入分析研究的文献资料,本文通过对速冻米饭的研究,填充速冻米饭行业从产品到营销策略制定、实施的全案研究内容,对速冻米饭行业的发展贡献一些思路和想法。本论文以CP公司为分析对象,依据4P营销理论、STP理论、SWOT分析模型、定位理论等分析方法,在对公司外部环境以及内部现状分析基础上,通过文案调查法、消费者定性座谈会调研法、市场走访调研法等调查方法,分析、总结了公司外部的机会和威胁以及自身优势与劣势,通过调研结论,分析制定出CP速冻米饭的产品策略、品牌传播策略、价格策略、市场与渠道策略、促销策略,最终形成CP公司速冻米饭产品发展战略方向,并阐述了各策略的实施方法,为CP速冻米饭产品的发展提供一条思路。同时,伴随速冻米饭行业发展3-5年,本文也提供了行业进入成长期的策略思路方向,期待通过CP速冻米饭的策略制定与实施,引领中国速冻米饭行业发展,通过以上的市场运作给速冻米饭行业注入新的操作思路和方法。
[Abstract]:With the rapid development of consumption trend, China's quick-frozen food industry has formed a food industry with dumplings, steamed bun, dumplings and wonton as the main products, especially dumplings and dumplings. The proportion is nearly 63%, but in recent years the industry of frozen food is relatively slow, according to the consumer eating habits gradually differentiated into frozen rice, frozen noodles, frozen convenience food and other staple food products. Compared with Japan, South Korea, Thailand and other countries, the frozen rice industry has developed mature and has a high degree of category recognition. China, as a consumption habit of taking rice as its staple food, and the rapid development of modern channels, have a high demand for convenience foods. Instant frozen rice is in a blank stage in the Chinese market. As a foreign-funded enterprise, CP-Company has great industry development potential. It has developed, produced and sold frozen rice products in T state. Facing the rapid frozen food industry, the growth rate has slowed down. Especially the instant noodle as the representative of the convenience food shrinking year by year, upgrading the transfer of other convenience food as an opportunity point for the development of frozen rice industry. At present, there are few documents about the in-depth analysis and study of the quick-frozen rice industry in China. Through the research on the quick-frozen rice industry, this paper has filled the whole case study content of the quick-frozen rice industry from product to marketing strategy formulation and implementation. Contribute some ideas and ideas to the development of frozen rice industry. This paper takes CP Company as the analysis object, according to the 4P marketing theory and STP theory SWOT analysis model, positioning theory and other analysis methods, on the basis of the analysis of the company's external environment and internal status, through the text investigation method. Consumer qualitative forum research method, market visit research method and other survey methods, analyzed, summarized the external opportunities and threats of the company, as well as their own strengths and weaknesses, through the research conclusions, analyzed and worked out the product strategy of CP quick-frozen rice. Brand communication strategy, price strategy, market and channel strategy, promotion strategy, finally form the CP company quick frozen rice product development strategy direction, and elaborated each strategy implementation method, provides a thought for CP quick frozen rice product development. At the same time, with the development of quick-frozen rice industry for 3-5 years, this paper also provides the strategic direction of the industry to enter the growing period, and looks forward to the development of China's quick-frozen rice industry through the development and implementation of CP quick-frozen rice strategy. Through the above market operation to the frozen rice industry injection of new ideas and methods.
【学位授予单位】：首都经济贸易大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.82

【参考文献】