达能中国市场连锁经营模式下冰淇淋营销策略

发布时间：2018-03-06 09:12

本文选题：达能　切入点：冰淇淋　出处：《华南理工大学》2013年硕士论文　论文类型：学位论文

【摘要】：冰淇淋作为一种深受人们喜爱的休闲食品，进入中国的时间只有短短的几十年，但却取得了飞速的市场发展。正是这一蕴藏着的巨大商机，吸引着全球各大食品巨头进入这一市场。随着中国冰淇淋市场竞争的展开，市场正逐步形成两大销售模式：一类是普通包装零售模式，而另一类则是以哈根达斯、DQ等为代表的连锁经营模式。法国达能是全球著名食品企业，于1987年进入中国，达能进入中国市场已超过20年，但一直未将其冰淇淋产品带入中国。根据公司战略决策，达能选择采用连锁经营模式在中国市场销售冰淇淋产品。因此，本文对在此经营模式下，达能所应采取的营销策略进行了分析和研究，期望通过研究所得结果给企业提供具有可行性的营销策略建议。本文以达能在中国的营销策略作为主要研究对象，通过深入的市场调查和分析，同时应用PEST分析，SWOT分析，波特“五力”分析模型，以及4Ps理论等营销分析工具，对达能在中国冰淇淋市场中营销环境和主要优劣势进行了详细的研究和分析，提出了达能在中国冰淇淋市场的目标消费群和市场定位，重点分析了达能在中国的营销策略以及策略实施的保障措施。本文在研究中综合运用市场营销的分析方法，给出了系统的对于行业营销环境、市场细分和定位、营销策略的分析框架和步骤，并在这一框架结构下，，通过研究分析步骤，得出和建立了达能冰淇淋产品的营销策略。对企业在中国市场的销售活动起到了一定的指导作用。其研究模式对希望进入冰淇淋连锁行业的企业，甚至是更广义的休闲餐饮连锁行业都具有一定的参考和借鉴意义。
[Abstract]:Ice cream, as a popular snack food, has been in China for only a few decades, but it has made a rapid development of the market. As the competition in the Chinese ice cream market unfolds, the market is gradually forming two major sales models: one is the retail mode of ordinary packaging. The other is the chain management model represented by Hagen Dazs DQ and so on. Danone is a global food company, entered China in 1987, Danone has entered the Chinese market for more than 20 years, but has not brought its ice cream products into China. Danone chooses to use the chain operation mode to sell ice cream products in the Chinese market. Therefore, this paper analyzes and studies the marketing strategies that Danone should adopt in this business model. It is expected to provide feasible marketing strategy advice to the enterprise through the results of the study. This article takes Danone's marketing strategy in China as the main research object, through in-depth market investigation and analysis, at the same time applies PEST analysis to SWOT analysis, Porter "five forces" analysis model, as well as 4Ps theory and other marketing analysis tools. This paper makes a detailed study and analysis of Danone's marketing environment and main advantages and disadvantages in China's ice cream market, and puts forward the target consumption group and market orientation of Danone in China's ice cream market. This paper mainly analyzes Danone's marketing strategy in China and the guarantee measures of its implementation. In this paper, the comprehensive use of marketing analysis methods, a system for the industry marketing environment, market segmentation and positioning, marketing strategy analysis framework and steps, and under this framework, through the research and analysis steps, The marketing strategy of Danone ice cream products has been obtained and established. It has played a certain guiding role in the sales activities of enterprises in the Chinese market. The research model of Danone ice cream products is intended for the enterprises wishing to enter the ice cream chain industry. Even the broader leisure catering chain industry has a certain reference and reference significance.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.82

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