普瑞玛公司植物蛋白饮料营销策略研究

发布时间：2018-03-20 04:09

本文选题：目标市场　切入点：市场定位　出处：《河南大学》2013年硕士论文　论文类型：学位论文

【摘要】：三门峡普瑞玛果醋饮品有限公司成立于2002年9月，是豫西地区首家集果汁、果醋、乳饮品及植物蛋白饮料的生产、销售于一体的企业。但企业创建以来，一直存在着市场占有率低、市场开发力度弱、营销渠道不畅等诸多问题，直接导致其品牌知名度弱、市场竞争力低下。随着饮料行业发展和国内消费者对健康饮料的追求，中国饮料产业结构也在不断调整，蛋白饮料的发展势头迅猛。普瑞玛公司植物蛋白饮料进入市场时间短，目前市场上存在着诸多强势品牌的挤压，普瑞玛要想在市场上占据一席之地并获得较高的市场竞争力，没有一系列有效的营销举措是很难实现的。本文通过对普瑞玛公司植物蛋白饮料营销环境和现有营销策略的分析，提出普瑞玛公司植物蛋白饮料营销策略的改进建议。本文采用的研究方法主要包括文献研究法、案例研究法和访谈法。全文共分为六章。第一章是绪论，主要介绍论文的研究背景和意义，研究方法与研究内容架。第二章是相关理论基础。包括营销组合理论和目标市场理论。第三章是普瑞玛公司植物蛋白饮料的营销环境。包括对普瑞玛公司基本情况的介绍及营销战略规划、普瑞玛公司植物蛋白饮料的宏观与微观营销环境，，并进行了SWOT分析。第四章是普瑞玛公司植物蛋白饮料的营销策略。从产品、价格、渠道和促销四个方面进行了介绍。第五章是普瑞玛公司植物蛋白饮料营销策略的改进建议。包括树立顾客满意的营销理念、制定不同的市场定位战略、实施营销组合策略、进行体验营销和重视网络口碑营销。第六章是结论及进一步研究方向。
[Abstract]:Sanmenxia Prema vinegar Beverage Co., Ltd. was established in September 2002. It is the first company to produce and sell fruit juice, vinegar, milk drinks and vegetable protein drinks in western Henan. There have been many problems, such as low market share, weak market development and poor marketing channels, which directly lead to weak brand awareness and low market competitiveness. With the development of beverage industry and the domestic consumers' pursuit of healthy drinks, The structure of the beverage industry in China is also constantly adjusting, and the development of protein drinks is growing rapidly. Pryma has a short time to enter the market for vegetable protein beverages. At present, there are many strong brands squeezing in the market. It is difficult for Prema to take a place in the market and gain higher market competitiveness without a series of effective marketing measures. Some suggestions for improving the marketing strategy of plant protein beverage of Pryma Company are put forward. The research methods used in this paper mainly include literature research, case study and interview. The full text is divided into six chapters. The first chapter is the introduction, which mainly introduces the research background and significance of the thesis. Research methods and content frames. Chapter 2 is the theoretical basis. It includes marketing combination theory and target market theory. Chapter 3 is the marketing environment of plant protein beverage of Pryma company. Introduction and marketing strategy planning, The macro and micro marketing environment of plant protein beverage of Prima Company, and the SWOT analysis. Chapter 4th is the marketing strategy of plant protein beverage of Prima Company. Chapter 5th is the suggestion to improve the marketing strategy of plant protein beverage of Pryma Company. It includes setting up the marketing concept of customer satisfaction, formulating different market positioning strategies, and implementing the marketing combination strategy. Experience marketing and focus on online word of mouth marketing. Chapter 6th is the conclusion and further research direction.
【学位授予单位】：河南大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.82

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