新希望天香乳业轻酸奶营销策略研究

发布时间：2018-03-11 16:52

本文选题：新希望天香　切入点：轻爱轻酸奶　出处：《北京交通大学》2017年硕士论文　论文类型：学位论文

【摘要】：中国乳业经过将近二十年的快速成长,现已进入平稳发展阶段。伴随着国内乳业发展的新常态,消费升级、城镇化以及放开“二胎”政策,将驱动乳品行业稳健发展。短期内,乳品行业和生产厂家面临产品同质化与消费需求升级的矛盾,使企业发展压力增大,面临更多来自相关行业竞争的挑战。因此,制定有效营销策略,是当前乳品企业发展中迫切需要解决的问题。本文结合笔者目前所深入的营销管理实践工作,以河北新希望天香乳业有限公司的轻酸奶产品为研究对象,确定研究方法和内容。用营销理论和相关知识分析了从外部、内部环境、产品、渠道、价格和推广等营销现状,得出天香轻酸奶当前在新品营销策略方面存在的问题;运用PEST、波特竞争五力分析,并结合市场调查,得出该企业产品在宏观环境下的行业竞争力、市场机会、自身优劣势,竞品威胁等关键因素评价;运用SWOT、STP战略研究方法进行分析,从细分、定位和目标市场选择的分析角度出发,对新希望天香乳业轻酸奶营销组合策略进行改进并设计优化方案。本文通过对新希望天香乳业轻酸奶案例的研究,设计出以消费者需求为导向的营销理念。根据新希望天香轻酸奶产品特点和产品所处市场地位,匹配营销保障需求,合理利用有限资源,落实在产品、渠道、推广方面的具体问题,突破新希望天香轻酸奶在快速打造大单品及新品成长不足方面的难题。本文系统地构建天香乳业轻酸奶新的营销策略。识别、洞察消费者需求及变化趋势;快速的、成功的实现产品线组合;借力渠道升级趋势,开创新的渠道管理模式;在提升整体供应链运营能力、需求响应和实现分级市场快速渗透的同时,聚焦推广,从而推动像新希望天香乳业这样的城市型乳业能够与时俱进,加快产品成长速度,优化市场运营能力,做区域乳品消费市场有力的竞争者。
[Abstract]:After nearly 20 years of rapid growth, China's dairy industry has now entered a stable stage of development. With the new normal of domestic dairy industry development, consumption upgrading, urbanization and the policy of liberalizing "two-child", it will drive the steady development of the dairy industry. In the short term, The dairy industry and manufacturers face the contradiction between product homogenization and consumer demand upgrading, which increases the pressure on the development of enterprises and faces more challenges from the competition of related industries. Therefore, to formulate effective marketing strategies, It is an urgent problem that needs to be solved in the development of dairy enterprises at present. In this paper, the light yoghurt products of Hebei New Hope Tianxiang Dairy Industry Co., Ltd are taken as the research object combined with the deep marketing management practice of the author. Using marketing theory and relevant knowledge to analyze the current marketing situation of Tianxiang light yoghurt from external, internal environment, product, channel, price and promotion. Based on the analysis of five competitive forces of pest, Porter and market investigation, this paper concludes the evaluation of the key factors, such as industry competitiveness, market opportunities, advantages and disadvantages, competitive threats, etc. The strategic research method of SWOTT STP is used to analyze the key factors of the enterprise's products in the macro environment, such as the competitiveness of the industry, market opportunities, advantages and disadvantages, competitive threats, etc. Based on the analysis of subdivision, positioning and target market selection, this paper improves the marketing combination strategy of New Hope Tianxiang Dairy Industry Light yoghurt and designs the optimized scheme. This paper studies the case of New Hope Tianxiang Dairy Light yoghurt Industry. According to the characteristics and the market position of the new hope Tianxiang light yoghurt products, matching the marketing security demand, making rational use of limited resources, implementing in the products, channels, In order to break through the problem of the new hope of Tianxiang light yoghurt, this paper systematically constructs the new marketing strategy of Tianxiang dairy industry light yoghurt. Insight into consumer demand and changing trends; rapid and successful implementation of product line combinations; leveraging channel upgrading trends to create new channel management models; improving overall supply chain operational capabilities, While responding to the demand and realizing the rapid penetration of the graded market, we should focus on promotion so as to promote the urban dairy industry such as Tianxiang Dairy Industry to keep pace with the times, speed up product growth, and optimize the market operation ability. To be a strong competitor in the regional dairy consumer market.
【学位授予单位】：北京交通大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.82;F274

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