DQ辽宁市场营销策略研究

发布时间：2018-04-10 06:18

本文选题：DQ冰淇淋　切入点：目标市场　出处：《大连理工大学》2013年硕士论文

【摘要】：DQ冰淇淋作为全球最大的冰淇淋连锁品牌,具有极富特点的产品线和标准化的管理,但其在南方市场做得有声有色的同时在东北市场上却发展缓慢。本文通过对辽宁地区DQ品牌的一系列分析,找到其在经营过程中存在的问题,在对其进行准确的市场细分和定位后运用营销学中的4P理论明确了DQ品牌应采取的营销策略。本篇论文共由六个章节组成,第一章为绪论,重点阐述了本文研究的背景意义、方法与技术路线；第二章为论文的理论基础介绍,其中详细的介绍了STP-4P这一思想理论的详细内容；第三章是通过对辽宁地区DQ品牌的内外部营销现状分析、消费者调查分析以及品牌自身的SWOT分析,找到DQ品牌在经营过程中存在的问题及机会点；第四章是对DQ品牌进行市场细分和定位,经过之前一系列分析,论文最终把DQ品牌定位于“中高档的冰淇淋专家”；第五章主要讲的是DQ营销策略,通过调整DQ品牌的产品/新品策略,在主打暴风雪系列等软制冰淇淋的基础上,研发更多的新品或新品类以供顾客选择,同时对广告和媒体的宣传方式进行调整,改进营业推广的模式,另外还进行了新销售渠道的拓展以及优良品牌形象的梳理,这些都将为DQ品牌带来飞速发展的同时,使企业赢得更高的销售和更广阔的利润空间,并最终实现集团的中长期发展目标；第六章着重阐述了以上营销策略实施的保障措施。
[Abstract]:As the largest ice cream chain brand in the world, DQ ice cream has a unique product line and standardized management, but it is developing slowly in the Northeast market while it is doing well in the southern market.Based on a series of analysis of DQ brand in Liaoning area, this paper finds out the problems existing in the process of its management, and makes clear the marketing strategy of DQ brand by using 4P theory of marketing after the accurate market segmentation and positioning.This paper is composed of six chapters, the first chapter is the introduction, focusing on the background of this study, methods and technical routes, the second chapter is the theoretical basis of the introduction,The third chapter is to analyze the internal and external marketing situation of DQ brand in Liaoning, consumer investigation and SWOT analysis of the brand itself.The fourth chapter is the market segmentation and positioning of DQ brand. After a series of previous analysis, the paper finally positioned the DQ brand as "middle and high grade ice cream expert".The fifth chapter mainly talks about DQ marketing strategy, through adjusting the DQ brand product / new product strategy, on the basis of the main blizzard series and other soft ice cream, we develop more new products or new categories for customers to choose from.At the same time, the advertising and media publicity methods are adjusted to improve the mode of business promotion, in addition, the new sales channels are expanded and the good brand image is combed. These will bring rapid development to the DQ brand at the same time.Make the enterprise win higher sales and wider profit space, and finally realize the group's medium and long term development goal; the sixth chapter focuses on the implementation of the above marketing strategy security measures.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F416.82

【参考文献】