M品牌婴幼儿奶粉广西市场营销策略研究

发布时间：2018-11-21 09:03

【摘要】：中国作为全球第二大婴幼儿配方奶粉消费市场,是国际和国内乳业巨头必争之地。2008年国产配方奶粉三聚氰胺事件之后,进口品牌日益成为中国高端婴幼儿配方奶粉市场的绝对主力,中国消费者无疑成为了高端婴幼儿配方奶粉最重要的消费群体。在竞争激烈的中国婴幼儿配方奶粉市场,有着百年历史的M品牌,如何在中国市场保持与其在全球市场一致的领先份额,将成为其市场营销策略的重要课题。本文运用市场营销的基本理论,首先分析了广西婴幼儿奶粉市场的行业现状和M品牌婴幼儿奶粉广西市场营销的现状。然后详细分析M品牌婴幼儿奶粉所面临的宏观环境和微观环境因素,并运用SWOT分析法指出M品牌婴幼儿奶粉的优势和存在的市场机会,同时论证了M品牌婴幼儿奶粉在广西市场的目标市场选择与定位,论文最后提出了M品牌婴幼儿奶粉广西市场营销的策略及保障措施,以推动M品牌婴幼儿奶粉在广西市场的发展,从而使企业的战略得以实现。本文的结论是：国际品牌进入中国市场后,在保证产品质量的前提下,医务渠道和营业渠道的共同发展取得成功的关键因素,因此逐步占领中国的高端婴幼儿配方奶粉市场,并形成强势的品牌、渠道和产品优势。M品牌作为国际婴幼儿奶粉的领导品牌,在广西市场选择医务渠道先行、营业渠道作为医务工作的延伸和补充,取得了领先的市场份额,证明了医务和营业渠道的共同发展是能够有效地满足消费者需求并且超越消费者期望的有效途径,对乳品企业和婴幼儿食品企业来说具有普遍的操作意义。
[Abstract]:China, as the world's second-largest consumer market for infant formula, is a must for international and domestic dairy giants. After the 2008 melamine incident, Import brands are increasingly becoming the absolute force of China's high-end infant formula market, and Chinese consumers have undoubtedly become the most important consumer of high-end infant formula. In the highly competitive infant formula market in China, M brand has a history of 100 years. How to keep its leading share in the Chinese market in line with its global market will become an important issue in its marketing strategy. Based on the basic theory of marketing, this paper firstly analyzes the present situation of Guangxi infant milk powder market and M brand infant milk powder market in Guangxi. Then the macro and micro environmental factors of M brand infant milk powder are analyzed in detail, and the advantages and market opportunities of M brand infant milk powder are pointed out by SWOT analysis. At the same time, it demonstrates the target market choice and positioning of M brand infant milk powder in Guangxi market. Finally, the paper puts forward the marketing strategy and safeguard measures of M brand infant milk powder in Guangxi market. In order to promote the development of M brand infant milk powder in Guangxi market, so that the enterprise strategy can be realized. The conclusion of this paper is: after the international brand enters the Chinese market, under the premise of ensuring the quality of the products, the key factors for the success of the joint development of the medical and business channels are gradually occupying the high-end infant formula market in China. As the leading brand of international infant milk powder, M brand, as the leading brand of international infant milk powder, chooses the medical channel first in Guangxi market, and the business channel as the extension and supplement of medical work, and obtains the leading market share. It is proved that the joint development of medical and business channels is an effective way to meet the needs of consumers and exceed the expectations of consumers. It is of universal operational significance for dairy and infant food enterprises.
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F416.82

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