奥利奥饼干郑州市场销售策略分析
发布时间：2019-04-20 17:42
【摘要】：奥利奥饼干品牌1912年诞生于美国，截至2012年，奥利奥饼干已经度过了100岁的生日。如今，奥利奥饼干已经像NBA篮球和可口可乐一样成为美国文化的一部分，被誉为经久不衰的饼干之王，自1996年奥利奥饼干进入中国市场后，在长达十多年的时间里，奥利奥饼干在中国市场的销量一路高歌猛进，多年以来一直蝉联饼干品牌销售冠军。 近年来，伴随着国内经济的快速发展，居民的消费水平逐渐提升，饼干品类的产品的国内消费量也在日益增长。国内外生产销售饼干类产品的企业，林林总总，大大小小有近千家。随着企业间的并购与饼干行业结构的调整，国内外的饼干企业在面临行业内激烈的竞争同时，还需应对山寨产品的冲击，原材料成本上涨，人力资源成本上涨等各方面的压力。 在产品，促销，广告，分销渠道都逐渐的趋于同质化的今天，奥利奥饼干的销售渠道的研究与开发已经成为卡夫食品公司当前发展的重中之重，近年来，，奥利奥饼干直接在零售终端门店的饼干货架上与各大竞争对手展开了愈演愈烈的比拼。创新口味的饼干类产品分销渠道建设；丰富多样的产品口味与规格的多种完美组合；新颖独特的各种促销活动的优异执行展示等，都是提升奥利奥销量增长，增加奥利奥的市场占有率最重要的资本。如何进行奥利奥饼干产品分销渠道的创新与建设？如何提高销售人员在市场中的执行能力？如何加强对终端零售门店的控制？如何通过有效的改善进而实现销售终端的创新与改造，都是奥利奥饼干目前遇到的诸多有待于解决的问题。 在本文中，笔者在总结与分析奥利奥饼干在郑州市场目前状况的基础上，站在销售策略分析的角度，对奥利奥饼干在郑州市场上不同阶段的特点，以及可能出现的问题进行的规范。笔者认为奥利奥饼干首先应该定位于打造长期持续优势品牌。在郑州市场打造各种不同类型的销售渠道，针对不同的销售渠道进行合理的分销产品组合。从对郑州市的饼干市场角度分析奥利奥饼干的分渠道销售策略，推广政策，和品牌政策等方面进行详细的分析并且对各种政策信息的执行于运作方式进行了初步规范，有利于帮助奥利奥饼干在郑州市场有一个更加持续并且稳固的增长。
[Abstract]:The Oreo Biscuit brand was born in the United States in 1912. As of 2012, Oreo Biscuit was 100 years old. Today, like NBA basketball and Coca-Cola, Oreos have become part of American culture, known as the enduring king of biscuits, and for more than a decade since Oreos entered the Chinese market in 1996. Oreo Biscuit sales in China market has been booming, for many years has been the number one biscuit brand sales champion. In recent years, with the rapid development of domestic economy, the consumption level of residents is gradually increasing, and the domestic consumption of biscuit products is increasing day by day. Production and sales of biscuit products at home and abroad, companies, large and small, there are nearly a thousand. With the merger and acquisition among enterprises and the adjustment of biscuit industry structure, the domestic and foreign biscuit enterprises face the fierce competition in the industry, at the same time, they need to deal with the impact of the fake products, the rising cost of raw materials, the rising cost of human resources and other aspects of pressure. In the product, promotion, advertising, distribution channels are gradually becoming homogeneous today, the research and development of the sales channels of Oreo biscuits has become the most important development of Kraft Foods Company in recent years. Oreo Biscuit directly on the retail terminal stores on the biscuit shelf to compete with the major competitors are increasingly fierce. Creative taste of biscuit products distribution channel construction, rich variety of product tastes and specifications of a variety of perfect combinations; New and unique promotional activities such as excellent performance display, are to increase Oreo sales growth, increase Oreo market share of the most important capital. How to carry on the innovation and construction of the distribution channel of Oreo biscuit products? How to improve sales performance in the market? How to strengthen the control of terminal retail stores? How to achieve the innovation and transformation of the sales terminal through the effective improvement is a lot of problems that Oreo biscuits have to be solved at present. In this paper, on the basis of summarizing and analyzing the current situation of Oreo biscuits in Zhengzhou market, standing in the angle of marketing strategy analysis, the author analyzes the characteristics of different stages of Oreo biscuits in Zhengzhou market. And possible problems with the specification. I think Oreo biscuits should first be positioned to create a long-term sustainable advantage brand. In Zhengzhou market to create a variety of different types of sales channels, for different sales channels for a reasonable distribution product portfolio. From the point of view of Zhengzhou biscuit market, this paper analyzes the sub-channel sales strategy, promotion policy, and brand policy of Oreo biscuits in detail, and makes a preliminary regulation on the implementation of various policy information in the operation mode. Help Oreo cookies have a more sustained and stable growth in the Zhengzhou market.
【学位授予单位】：河北工业大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F416.82
本文编号：2461814
[Abstract]:The Oreo Biscuit brand was born in the United States in 1912. As of 2012, Oreo Biscuit was 100 years old. Today, like NBA basketball and Coca-Cola, Oreos have become part of American culture, known as the enduring king of biscuits, and for more than a decade since Oreos entered the Chinese market in 1996. Oreo Biscuit sales in China market has been booming, for many years has been the number one biscuit brand sales champion. In recent years, with the rapid development of domestic economy, the consumption level of residents is gradually increasing, and the domestic consumption of biscuit products is increasing day by day. Production and sales of biscuit products at home and abroad, companies, large and small, there are nearly a thousand. With the merger and acquisition among enterprises and the adjustment of biscuit industry structure, the domestic and foreign biscuit enterprises face the fierce competition in the industry, at the same time, they need to deal with the impact of the fake products, the rising cost of raw materials, the rising cost of human resources and other aspects of pressure. In the product, promotion, advertising, distribution channels are gradually becoming homogeneous today, the research and development of the sales channels of Oreo biscuits has become the most important development of Kraft Foods Company in recent years. Oreo Biscuit directly on the retail terminal stores on the biscuit shelf to compete with the major competitors are increasingly fierce. Creative taste of biscuit products distribution channel construction, rich variety of product tastes and specifications of a variety of perfect combinations; New and unique promotional activities such as excellent performance display, are to increase Oreo sales growth, increase Oreo market share of the most important capital. How to carry on the innovation and construction of the distribution channel of Oreo biscuit products? How to improve sales performance in the market? How to strengthen the control of terminal retail stores? How to achieve the innovation and transformation of the sales terminal through the effective improvement is a lot of problems that Oreo biscuits have to be solved at present. In this paper, on the basis of summarizing and analyzing the current situation of Oreo biscuits in Zhengzhou market, standing in the angle of marketing strategy analysis, the author analyzes the characteristics of different stages of Oreo biscuits in Zhengzhou market. And possible problems with the specification. I think Oreo biscuits should first be positioned to create a long-term sustainable advantage brand. In Zhengzhou market to create a variety of different types of sales channels, for different sales channels for a reasonable distribution product portfolio. From the point of view of Zhengzhou biscuit market, this paper analyzes the sub-channel sales strategy, promotion policy, and brand policy of Oreo biscuits in detail, and makes a preliminary regulation on the implementation of various policy information in the operation mode. Help Oreo cookies have a more sustained and stable growth in the Zhengzhou market.
【学位授予单位】：河北工业大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F416.82
【参考文献】
相关期刊论文 前2条
1 丁华;;食品企业如何做专业的营销诊断[J];农产品加工;2009年05期
2 ;中国饼干市场现状分析[J];农业工程技术(农产品加工);2007年08期
本文编号：2461814
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