唐泉青豆休闲食品市场营销策略研究

发布时间：2018-04-19 08:48

本文选题：休闲食品 + 市场分析　；参考：《华侨大学》2013年硕士论文

【摘要】：唐泉公司是个典型的进口休闲食品代理商，它以简单粗犷的批发商模式销售其所代理的WL青豆零食，在发展初期唐泉如鱼得水，迅速占领市场，并逐步做大，即使遇到经营的重大变故也能化险为夷。但随着青豆零食市场环境的变化，唐泉开始停滞不前，，原本看似轻装上阵的营销模式，在激烈的竞争中开始显得捉襟见肘，种种问题开始浮现：产品定位模糊、目标消费者不清、销售区域拓展缓慢、产品单一、定价缺乏科学性，销售渠道管理松散，缺乏有力促销手段，它才意识到企业市场营销策略急需改变。针对唐泉公司的迫切需求及企业战略，本文系统分析了其青豆产品的营销现状与环境，比较了竞争对手们的营销策略，并结合市场营销理论提出产品定位、目标消费者定位、重点销售区域定位、产品策略、价格策略、渠道策略、促销策略等营销策略建议。文章分为六个部分。第一章绪论，介绍论文研究的背景和意义、研究的思路与方法；第二章理论依据，主要介绍营销的理论依据及国外休闲食品营销的现状；第三章营销现状，介绍我国的青豆市场状况、唐泉青豆营销发展历程及现状；第四章环境分析，通过PEST分析、SWOT工具、问卷调查工具对唐泉的营销环境进行具体分析；第五章营销策略，对唐泉青豆就营销理念、营销目标、重点消费者、重点区域市场以及传统营销4P(产品、价格、渠道、促销)等问题提出相应营销策略；第六章结论与展望。
[Abstract]:Tang Quan Company is a typical imported snack food agent. It sells its WL green bean snacks in a simple and rough wholesaler mode. At the beginning of its development, Tang Quan quickly occupied the market and gradually expanded.Even in the face of major changes in business can also be saved.But with the change of green bean snack market environment, Tang Quan began to stagnate, originally seemingly light marketing model, in the fierce competition began to appear overstretched, various problems began to emerge: product positioning is unclear,The target consumers are not clear, the sales area is expanding slowly, the product is single, the pricing is not scientific, the sales channel management is loose, and the promotion means are not enough, so it realizes that the marketing strategy of the enterprise needs to be changed urgently.In view of the urgent demand and enterprise strategy of Tang Quan Company, this paper systematically analyzes the marketing situation and environment of its green bean products, compares the marketing strategies of competitors, and puts forward the product orientation and target consumer orientation combined with the marketing theory.Key sales area positioning, product strategy, price strategy, channel strategy, promotion strategy and other marketing strategy recommendations.The article is divided into six parts.The first chapter introduces the background and significance of the research, the research ideas and methods; the second chapter, theoretical basis, mainly introduces the theoretical basis of marketing and the current situation of the foreign marketing of snack food; chapter III, marketing status quo,Introduce the green bean market situation of our country, Tang Quan green bean marketing development course and present situation; the fourth chapter environment analysis, through the PEST analysis SWOT tool, questionnaire survey tool carries on the concrete analysis to Tang Quan's marketing environment; the fifth chapter marketing strategy,To Tang Quan green bean marketing concept, marketing target, key consumer, key regional market and traditional marketing 4P (product, price, channel, promotion) and other issues put forward the corresponding marketing strategy. Chapter VI conclusion and prospect.
【学位授予单位】：华侨大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.82

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