钻石定位模型在杰茜牧场市场定位中的应用研究

发布时间：2018-06-13 03:25

本文选题：市场定位 + 营销规划　；参考：《河北经贸大学》2017年硕士论文

【摘要】：近些年我国居民生活水平有了很大提高,乳制品消费也日渐增长,未来我国乳制品市场发展空间巨大。高端乳制品作为乳制品市场中高附加值的“蛋糕”必将成为乳制品企业竞争的激烈战场。不能准确的找到客户在哪里,不能正确的做好产品定位的基础工作,将严重影响企业利益实现。本文运用钻石定位模型来确定杰茜牧场产品的市场定位,从而使杰茜牧场在乳制品消费市场中取得有利的竞争地位。钻石定位模型的基本思路是在行业市场调研分析的基础上,进行市场细分并找到目标市场;分析总结目标市场在产品、价格、分销和沟通四个方面的需求特征,找出目标市场最为关注的几个利益点;通过对比竞品,确定其自身所具有竞争优势的1-3个利益点,并确定其为利益定位点;然后通过已确定的利益定位点确定属性定位点、价值定位点。最后通过营销要素的整合实现最终的市场定位。本文首先是找位,通过对乳制品消费影响因素和乳制品消费市场研究现状的归纳分析,得到了较为全面的乳制品市场细分变量。设计调查问卷,通过对调查问卷数据进行因子分析,将众多影响因素归纳为产品质量因子、消费人群因子、家庭收入因子、购买用途因子、消费者性别因子、价格因子、营养知识因子7大公共因子。在此基础上,使用聚类分析方法将消费群体分为9大类。根据市场吸引力和市场竞争优势的评估,最终确定目标市场是总体特征为25-50岁,事业有成,家庭收入较高,价格敏感度相对较低,追求高营养价值,向往高品质生活带来心理满足的客户群体。接着是选位,将杰茜牧场及其市场竞争对手在品牌形象、奶源、营养成分、口感、包装这五个方面进行比较,并建立多维感知定位图,将杰茜牧场的利益定位锁定在安全放心和健康。通过自身竞争优势和竞争对手分析,将杰茜牧场的价值定位点确定为专属特供。为了突出杰茜牧场自身产品优势,将属性定位点确定为全产业链生产模式、3.6克高品质乳蛋白和珍稀奶源娟姗牛。本文的最后是到位,对市场定位的营销要素整合进行研究,确定产品要素为主要定位点。产品规划方面,主要从保证优质奶源、工艺技术支撑、新颖的产品包装和开发产品多样性四个方面进行规划;在价格策略上,选用非价格的手段与竞品竞争,主要采用免费品尝、礼品买赠等方式促销;在渠道规划方面,根据杰茜牧场作为高端液态乳制品的稀缺性,及其高价值、高技术性、市场规模较小的特点,选择短而窄的渠道模式,以商超渠道为主,流通渠道为辅的形式,同时引入电商渠道,采用直营与经销相结合的销售方式;沟通规划主要包括媒体广告宣传,隐形广告投放,参与各大商界会议推广,加强终端建设等四个方面。
[Abstract]:In recent years, the living standard of Chinese residents has been greatly improved, and the consumption of dairy products is also increasing. In the future, there is a huge space for the development of dairy products market in our country. As a cake of high added value in dairy market, high-end dairy products will become the fierce battlefield of dairy enterprises' competition. Failure to find out where customers are, and to do the basic work of product positioning correctly will seriously affect the realization of enterprise interests. In this paper, the diamond positioning model is used to determine the market positioning of Jess's ranching products, thus making Jess pasture gain a favorable competitive position in the dairy consumption market. The basic idea of the diamond positioning model is to segment the market and find the target market on the basis of market research and analysis of the industry, and analyze and summarize the demand characteristics of the target market in four aspects: product, price, distribution and communication. Find out the most concerned interest points in the target market; determine 1-3 interest points of its own competitive advantage by comparing competing products, and then determine the attribute positioning points through the identified interest positioning points. Value orientation. Finally, through the integration of marketing elements to achieve the final market positioning. First of all, this article is to find the position, through the influence factor of the dairy product consumption and the dairy product consumption market research present situation induction analysis, obtained the more comprehensive dairy product market subdivision variable. Through factor analysis of questionnaire data, many factors are summarized as product quality factor, consumer crowd factor, household income factor, purchase use factor, consumer gender factor, price factor, etc. Nutrition knowledge factor 7 common factors. On this basis, the cluster analysis method is used to divide consumer groups into 9 categories. According to the evaluation of market attractiveness and market competitive advantage, the final target market is determined to be the overall characteristics of 25-50 years old, successful career, high household income, relatively low price sensitivity, and the pursuit of high nutritional value. Yearning for a high quality of life to bring psychological satisfaction of the customer community. Then, it compares Jess Ranch and its market competitors in five aspects: brand image, milk source, nutrition content, taste and packaging, and builds a multi-dimensional perception positioning map. Position Jess Ranch's interests as safe, secure and healthy. Through the analysis of their own competitive advantages and competitors, the value positioning point of Jess pasture is determined as exclusive special supply. In order to highlight the advantage of Jess's own products, the attribute location was determined to be 3.6g of high quality milk protein and rare milk source of Juanshan cattle. The final part of this paper is to study the integration of marketing elements in market positioning and determine the product elements as the main positioning point. In terms of product planning, we mainly plan from four aspects: ensuring high quality milk source, technological support, novel product packaging and developing product diversity; in price strategy, we choose non-price means to compete with competing products. In the aspect of channel planning, according to the scarcity of Jess ranch as high-end liquid dairy products, and its characteristics of high value, high technology, and small market scale, Select a short and narrow channel mode, mainly in the form of commercial channel, circulation channel as supplementary form, at the same time, introduce e-commerce channel, adopt direct marketing and distribution, communication planning mainly includes media advertising, invisible advertising, Participate in the promotion of major business meetings, strengthen the terminal construction and other four aspects.
【学位授予单位】：河北经贸大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.82

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