新赛股份有限公司营销战略研究

发布时间：2018-06-08 05:39

本文选题：新赛股份 + 食用油　；参考：《石河子大学》2016年硕士论文

【摘要】：国内市场上食用油行业竞争激烈。一方面是国际食用油巨头和国内大品牌的强大营销,另一方面是行业产能严重过剩。在新疆丝绸之路经济带建设背景下,新疆经济会有一个全新的变化。人民生活水平的提高会对各行各业提出更高的要求。对于食用油的要求越来越向健康、安全、营养、绿色方向发展。消费者更加关注食用油在安全的前提下提供的营养价值。在不断加强和更新质量意识、着力打造本土品牌的形势下,新疆市场涌现了一批本地食用油品牌企业。作为新疆资深的食用油企业新赛股份就是其中之一。面对大品牌和本地品牌的双重竞争,新赛股份食用油产品收益出现逐年下降和波动的情况。本文通过对新赛股份食用油产品的内、外部环境和竞争者分析,采用SWOT分析法分析出食用油产品在新疆市场的优势及存在的机遇和挑战;以STP营销战略理论为支撑,结合营销环境分析结果,进行产品市场细分和目标市场定位;针对目前市场实际情况,以4P营销理论支持本文为新赛股份制订较为可行的新疆市场食用油产品营销策略。面对大品牌强势瓜分和本土品牌的强劲竞争,针对市场情况的客观变化,新赛股份食用油产品应以积极的营销战略适应经济新常态。在“丝绸之路经济带”建设的大好契机中,充分利用公司的设备、技术、人才、地理位置、物流运输、口岸、周边贸易国家等有利条件,以产品和品牌为核心,充分研究市场趋势,制定有效的全局性营销战略,进一步提高企业产品的市场占有率和竞争力,在激烈的竞争中稳定现有市场份额,抓牢本地市场,增进新疆市场表现进而拓展疆外市场,实现新疆本土大品牌的战略目标。抓住国内巨头企业潜心培育高端市场的机会,以企业优势和地缘优势与国内大牌企业合作开发高端特种油市场,利用合作实力将高端食用油产品的营销理念从“消费者驱动”向“驱动消费者”转变。产品方面利用地缘优势和口岸优势开拓和把控优质原料渠道,针对消费者对食用油产品提出的健康、安全、营养、绿色的要求合理丰富产品线,采取差异化竞争战略,以“羚羊唛”葵花籽油和调和油抓牢博州本地市场,以“红葡番”特种油增进新疆市场表现进而扩张疆外市场;价格方面大众油品以竞争导向为原则定价以吸引对价格敏感人群,高端特色油品以价值导向为原则定价满足不同层次顾客的需求,制定合理的产品组合价格让产品更具有竞争力和盈利性;渠道方面采取销售渠道多元化战略,开发新渠道;促销方面以宣传效率为准绳选择促销平台,针对不同广告平台,推广不同侧重点的广告,加强公共关系促销和网络促销平台;以上分析以期对新赛股份食用油产品的营销战略提供参考。
[Abstract]:Domestic market cooking oil industry competition is fierce. On the one hand is the international edible oil giant and the domestic big brand strong marketing, on the other hand is the industry overcapacity. In Xinjiang Silk Road economic belt construction background, Xinjiang economy will have a new change. The improvement of people's living standard will put forward higher requirements to all walks of life. The requirements for edible oil are increasingly healthy, safe, nutritious and green. Consumers pay more attention to the nutritional value of edible oil under the premise of safety. Under the situation of constantly strengthening and renewing quality consciousness and making efforts to build local brands, a number of local edible oil brand enterprises have emerged in Xinjiang market. Xinjiang as a senior cooking oil enterprise shares in the new game is one of them. In the face of the double competition between big brands and local brands, the income of new stock edible oil products decreases and fluctuates year by year. Based on the analysis of internal and external environment and competitors of Xinsai stock edible oil products, this paper analyzes the advantages, opportunities and challenges of edible oil products in Xinjiang market by using SWOT analysis method, which is supported by STP marketing strategy theory. Combined with the analysis of marketing environment, the product market segmentation and target market positioning are carried out. According to the actual market situation at present, the 4p marketing theory is used to support the development of a more feasible marketing strategy for Xinsai stock market in Xinjiang. In the face of the strong division of big brands and the strong competition of local brands and the objective changes of market conditions, the new stock edible oil products should adapt to the new normal economy with positive marketing strategy. In the excellent opportunity for the construction of the "Silk Road Economic Belt," we should make full use of the company's equipment, technology, talents, geographical location, logistics, transportation, ports, neighboring trading countries, and so on, taking products and brands as the core. Fully study market trends, formulate effective overall marketing strategies, further improve the market share and competitiveness of enterprise products, stabilize the existing market share in the fierce competition, and grasp the local market, To enhance the market performance of Xinjiang and then to expand the market outside Xinjiang, to achieve the strategic goal of the big local brands in Xinjiang. To seize the opportunity for domestic giants to concentrate on cultivating the high-end market, and to cooperate with large domestic enterprises to develop the high-end special oil market with their advantages and geographical advantages. Use cooperative strength to change the marketing concept of high-end edible oil products from "consumer-driven" to "driven consumer". In terms of products, they exploit and control the channels of high-quality raw materials by using their geographical advantages and port advantages, aiming at the demands of consumers for healthy, safe, nutritious and green edible oil products, and to rationally enrich the product lines and adopt a differentiated competitive strategy. With "antelope mark" sunflower seed oil and blending oil to grasp the local market in Bozhou, with "red glucomannan" special oil to enhance the performance of Xinjiang market and expand the market outside Xinjiang; In price terms, mass oil products are priced on a competition-oriented basis in order to attract price-sensitive people, and high-end specialty oils are priced on a value-oriented basis to meet the needs of different levels of customers. Make reasonable product combination price to make the product more competitive and profitable; adopt the marketing channel diversification strategy in the channel aspect, develop the new channel; the promotion aspect takes the propaganda efficiency as the yardstick to choose the promotion platform, aiming at the different advertisement platform, The above analysis is intended to provide a reference for the marketing strategy of new stock edible oil products.
【学位授予单位】：石河子大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F274;F426.82

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