康师傅方便面江苏市场营销策略研究

发布时间：2018-02-03 22:55

本文关键词： FMCG 康师傅营销策略差异化突破与创新　出处：《扬州大学》2013年硕士论文　论文类型：学位论文

【摘要】：方便面作为FMCG中具有代表性一个行业,曾经经历了辉煌的发展期。从2001年到2011年,国内方便面企业由最多时的1000多家淘汰到目前的150家左右。随着消费者品牌意识的逐步增强,方便面厂商出现大者恒大的局面,部分中小企业在激烈的市场竞争中陆续出局。其中在高价面领域,主要是康师傅和统一这两家方便面企业互为主要竞争对手。对于康师傅来说,面临的主要问题是：近两年来,方便面整体市场销售额成长放缓,销量下降而销额小幅上升,做为方便面行业的领导者,康师傅如何完善营销策略,实现突破,带动整体方便面市场的成长；同时统一在部分区域凭借老坛酸菜口味重新崛起,对康师傅江苏地区市场份额形成了强大的威胁,导致康师傅市场占有率同比下降,而统一持续上升,面对统一的咄咄之势,康师傅应该如何应对?这是本文主要研究的两个问题。本文将从以上两个问题着手,通过SWOT分析江苏区域康师傅的宏观环境和竞争态势,进行市场细分和目标市场的选择,导出康师傅不同于竞争对手的差异化的创新战略,同时制定相应的产品策略、通路策略、价格策略和促销策略以及策略实施的保障措施。对于方便面全行业来说,突破和创新也是其走出困境的必由之路,要从营养、口味、消费者教育等方面进行改善和提高。康师傅,作为行业的领导者,其销量的变化代表着整个产业的发展趋势,其必将充分、合理的运用好方便面产业龙头老大的优势来达到带动整个行业规模的扩大。
[Abstract]:As a representative industry in FMCG, instant noodle has experienced a glorious development period from 2001 to 2011. Domestic instant noodle enterprises from more than 1000 at the time of elimination to the present 150 or so. With the gradual enhancement of consumer brand awareness, instant noodle manufacturers appear the situation of Evergrande. Some small and medium-sized enterprises in the fierce competition in the market one after another out. In the high-priced noodle field, mainly the two instant noodle enterprises are the main competitors. The main problems are: in the past two years, the growth of the overall instant noodle market sales slowed down, sales decreased and sales volume rose slightly. As the leader of the instant noodle industry, how to improve the marketing strategy and achieve a breakthrough. Driving the growth of the whole instant noodle market; At the same time unified in some regions with the old pickled vegetable taste re-emergence, the market share of the Jiangsu area has formed a strong threat, leading to a decline in the market share of Master Kang, and unity continues to rise. In the face of unity of duress, how should Master Kang deal with it? These are two main problems studied in this paper. This article will start from the above two questions, through the SWOT analysis Jiangsu area Kang Shifu's macroscopic environment and the competition situation, carries on the market segmentation and the target market choice. The innovation strategy of the differentiation of Master Kang is different from that of the competitors, and the corresponding product strategy and channel strategy are worked out at the same time. For the whole industry of instant noodle, breakthrough and innovation is the only way out of the dilemma, from nutrition, taste. As the leader of the industry, the change of the sales volume represents the development trend of the whole industry, and it will be sufficient. Reasonable use of the advantages of the leading instant noodle industry to achieve the expansion of the entire industry.
【学位授予单位】：扬州大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.82;F274

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