澳崎高质食品有限公司产品营销策略研究
发布时间：2019-04-09 20:16
【摘要】：随着人们生活水平的不断提高,我国休闲食品得到了极大的发展。尤其是最近几年,休闲食品市场及种类以几何层级递增,国内休闲食品企业以雨后春笋般的速度涌现出来。但目前国内休闲食品市场中,外资、合资企业占据了主导地位,本土企业年销售额超过亿元的并不多,且大多是作坊式的小企业。因此像澳崎高质食品有限公司这样的本土企业如何在激烈竞争中做大做强,面临着巨大的困难与挑战。 本文首先运用PEST分析、波特的五力模型等研究方法对澳崎高质食品有限公司的内外环境进行深入的分析；从中总结出公司目前所面临的机会和遇到的威胁,接着用SWOT工具为公司制定了可供参考的产品营销战略方案；在此基础上再以4PS营销理论作为指导,为公司制定了具体的营销策略；最后讨论了澳崎高质食品有限公司产品营销策略的具体实施步骤及保障。 论文希望通过对澳崎高质食品有限公司的营销策略进行研究,对公司在休闲食品市场的进一步发展提供决策依据。同时这种营销策略的研究及制定过程,对国内其它休闲食品企业,也都有一定参考价值。
[Abstract]:With the continuous improvement of people's living standards, our country's leisure food has been greatly developed. Especially in recent years, the leisure food market and kinds are increasing at geometric level, and domestic leisure food enterprises are springing up at the rate of bamboo shoots. But at present in the domestic leisure food market, the foreign capital, the joint venture enterprise occupies the dominant position, the local enterprise annual sales more than 100 million yuan is not many, and mostly is the workshop type small enterprise. Therefore, the local enterprises such as Ausaki High-quality Food Co., Ltd are facing great difficulties and challenges in the fierce competition. In this paper, PEST analysis, Porter's five-force model and other research methods are used to analyze the internal and external environment of Ausaki High-quality Food Co., Ltd. This paper summarizes the opportunities and threats faced by the company at present, and then uses SWOT tools to draw up the product marketing strategy for the company. On this basis, with the guidance of 4PS marketing theory, the specific marketing strategy is formulated for the company. Finally, the concrete implementation steps and guarantee of the product marketing strategy of Ausaki High-quality Food Co., Ltd are discussed. This paper hopes to study the marketing strategy of Ausaki High-quality Food Co., Ltd., and to provide the decision-making basis for the further development of the company in the leisure food market. At the same time, this kind of marketing strategy research and formulation process, also has certain reference value to other domestic leisure food enterprises.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.82
本文编号：2455503
[Abstract]:With the continuous improvement of people's living standards, our country's leisure food has been greatly developed. Especially in recent years, the leisure food market and kinds are increasing at geometric level, and domestic leisure food enterprises are springing up at the rate of bamboo shoots. But at present in the domestic leisure food market, the foreign capital, the joint venture enterprise occupies the dominant position, the local enterprise annual sales more than 100 million yuan is not many, and mostly is the workshop type small enterprise. Therefore, the local enterprises such as Ausaki High-quality Food Co., Ltd are facing great difficulties and challenges in the fierce competition. In this paper, PEST analysis, Porter's five-force model and other research methods are used to analyze the internal and external environment of Ausaki High-quality Food Co., Ltd. This paper summarizes the opportunities and threats faced by the company at present, and then uses SWOT tools to draw up the product marketing strategy for the company. On this basis, with the guidance of 4PS marketing theory, the specific marketing strategy is formulated for the company. Finally, the concrete implementation steps and guarantee of the product marketing strategy of Ausaki High-quality Food Co., Ltd are discussed. This paper hopes to study the marketing strategy of Ausaki High-quality Food Co., Ltd., and to provide the decision-making basis for the further development of the company in the leisure food market. At the same time, this kind of marketing strategy research and formulation process, also has certain reference value to other domestic leisure food enterprises.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.82
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