红光牌绵白糖“消费品客户”购买决定因素研究

发布时间：2018-04-04 09:35

本文选题：快速消费品　切入点：消费者　出处：《吉林财经大学》2013年硕士论文

【摘要】：现阶段中国食糖市场正处于多竞争、多种类、多因素综合影响的复杂阶段，对于国内食糖工业的相关企业而言，必须重新审视自身问题，切实树立起长远的经济目标，学习和创新营销理念，快速推动自身的产品改进和市场推广，扩大需求量和消费量，从而为自身在国内广泛竞争的食糖市场立足争一份信心和实力。红光牌绵白糖是博城北方糖业股份有限公司（前身为红光糖厂）的主打产品，该品牌有悠久历史，但在经济变化、竞争加剧、需求波动等综合因素的影响下，近几年来红光牌绵白糖的销售差强人意，尽管公司总营业收入呈上升发展，但净利润却明显波动，甚至出现负增长。为了更好的了解红光牌绵白糖目前在我国消费者心中的地位和制约其经营发展的因素，本论文以消费者购买决定因素及消费者购买行为为理论基础，对我国绵白糖市场消费品客户进行了购买决定因素问卷调研，并利用数据分析总结归纳红光牌绵白糖营销方面的不足，进而提出营销建议。研究结果表明，年龄、性别、文化程度、家庭收入和家庭选购主导者等内部因素和品牌、市场目标定位、产品、价格、渠道、促销等外部因素均为影响红光牌绵白糖消费品客户购买决策的相关因素。基于此，制定了促进品牌与产品推广的营销策略，，包括：细分市场，准确把握目标市场；建立品牌营销战略，扩大品牌影响力；丰富产业线，把关产品质量；实施分层定价策略；拓宽营销渠道；丰富促销手段。
[Abstract]:At this stage, China's sugar market is in a complex stage of multi-competition, multi-variety and multi-factor comprehensive influence. For the related enterprises in the domestic sugar industry, they must re-examine their own problems and set up long-term economic goals.Learning and innovating the marketing idea, pushing forward the product improvement and market promotion quickly, expanding the demand and consumption, so as to establish a confidence and strength for oneself in the domestic wide competition sugar market.Red Light Brand Mian White Sugar is the main product of Bocheng Northern Sugar Industry Co., Ltd (formerly known as Hongguang Sugar Factory). The brand has a long history, but under the influence of economic changes, intensified competition, fluctuating demand and other comprehensive factors,In recent years, the sales of red light brand white sugar is not satisfactory. Although the total operating income of the company is rising, the net profit fluctuates obviously, and even shows negative growth.In order to better understand the status of red light brand cotton white sugar in the minds of consumers in our country and the factors that restrict the development of its management, this paper is based on the determinants of consumer purchase and the purchasing behavior of consumers.In this paper, the customers of Mian white sugar market are investigated by questionnaire of purchasing determinant factors, and the shortcomings in marketing of red light brand white sugar are summarized by means of data analysis, and the marketing suggestions are put forward.The results show that internal factors and brands, such as age, sex, education, household income and household purchasing leader, market target positioning, product, price, channel, etc.External factors such as sales promotion are related factors to customer purchase decision of red light brand Mian white sugar consumer goods.Based on this, a marketing strategy to promote brand and product promotion is formulated, including: subdividing the market, accurately grasping the target market, establishing the brand marketing strategy, expanding the brand influence, enriching the industry line, and checking the product quality;Implement stratified pricing strategy; broaden marketing channels; enrich the means of promotion.
【学位授予单位】：吉林财经大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.82;F274;F713.55

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