伊利婴幼儿配方奶粉河南市场营销策略分析

发布时间：2018-04-05 01:28

本文选题：伊利奶粉　切入点：河南市场　出处：《郑州大学》2013年硕士论文

【摘要】：自从三聚氰胺事件后,奶粉行业就一直处于聚焦关注下,乳品市场的越来越激烈的市场竞争,特别是外资品牌的强势,消费者信心缺失的影响,渠道扁平化也带来很大的竞争压力。而随着13年国家九部委的奶粉新政,更是把奶粉行业带到风头浪尖。伊利集团作为中国乳业行业中规模最大、产品线最健全的企业,也是唯一一家同时符合奥运会及世博会标准,为2008年北京奥运会和2010年上海世博会提供服务的乳制品企业,伊利奶粉也是民族乳业实力和优势最明显的企业,也被寄予厚望。基于奶粉行业大环境背景下,通过市场分析营销现状,精准定位目前营销战略提升优化措施,有效扩大伊利企业的市场份额,增强企业竞争力,是本文的研究目的。论文对伊利奶粉河南市场的营销现状进行了较为深入和系统的研究,通过分析企业营销策略现实,通过营销环境分析了行业环境及发展趋势；通过消费者需求分析,分析了消费者的产品偏好、购买行为分析,以市场营销的4P理论为主线,提出了营销问题所在,然后通过SWOT方法,分析了企业的营销环境和竞争对手,明确提出通过细分市场,聚焦资源集中投入,同时加快渠道扁平化和深度分销,进行差异化营销服务策略,回归销售终端基础建设。
[Abstract]:Since the melamine incident, the milk powder industry has been under intense attention. The dairy market is increasingly competitive in the market, especially because of the strength of foreign brands and the lack of consumer confidence.Channel flattening also brings great competitive pressure.And along with 13 years national nine ministries and commissions milk powder new deal, but also brings the milk powder industry to the limelight.As the largest and most sound dairy industry in China, Yili Group is also the only dairy company that meets the standards of the Olympic Games and the World Expo and provides services for the 2008 Beijing Olympic Games and the 2010 Shanghai World Expo.Yili milk powder is also the national dairy industry strength and advantages of the most obvious enterprises, but also high expectations.Based on the background of milk powder industry, it is the purpose of this paper to analyze the current marketing situation, to accurately locate the current marketing strategy, to enhance the market share of Yili enterprise and to enhance the competitiveness of the enterprise.This paper makes a deep and systematic study on the current marketing situation of Henan Yili Milk Powder Market. By analyzing the reality of enterprise marketing strategy, analyzing the industry environment and development trend through the marketing environment, and analyzing the consumer demand,This paper analyzes the product preference and purchase behavior of consumers, taking the 4p theory of marketing as the main line, puts forward the marketing problem, then analyzes the marketing environment and competitors of the enterprise through the SWOT method, and clearly proposes to subdivide the market.At the same time, focus on resource concentration, accelerate channel flattening and deep distribution, carry out differentiated marketing service strategy, and return to sales terminal infrastructure.
【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.82;F274

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