诺优能婴幼儿奶粉江苏市场营销策略研究

发布时间：2018-01-13 00:17

本文关键词：诺优能婴幼儿奶粉江苏市场营销策略研究　出处：《南京大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着更多国外知名品牌奶粉的进驻以及本土奶粉的强势并购,国内奶粉行业的竞争日益激烈,加之国家政策对本土品牌的倾斜,达能公司旗下的诺优能婴幼儿奶粉面临着行业内众多品牌的激烈竞争。由于食品安全监管存在着很大的漏洞,婴幼儿奶粉质量安全事件频频出现,严重影响了婴幼儿的健康成长。从2012年,很多中国家庭开始通过各种渠道来购买海外的奶粉,这样就形成了一种新的消费模式,即"海淘"模式。该模式的出现,这对于诺优能婴幼儿奶粉这种原装原罐国外进口婴儿奶粉通过正规渠道引入国内的销售也带来了较大冲击。许多消费者认为,只有产品上全部印有英文说明书的才是原装原罐国外进口;在产品上印有中文字体的均为国内灌装。江苏省位于长三角地区,经济水平相对发达,人们对奶粉的需求和对奶粉品牌的质量的要求相对更高。因此整合诺优能婴幼儿奶粉在江苏市场的营销策略,有利于其在江苏市场发挥自身优势,在奶粉行业中保持领跑地位,扩大市场占有率以及提高销售总量。首先,结合所学的市场营销理论,通过查阅大量相关文献,运用了 PEST分析模式对诺优能婴幼儿奶粉在江苏市场所面临的竞争和经营环境进行了详细的分析,得出中国经济飞速健康发展,城乡居民收入持续增加,政府加大管理通货膨胀,对消费品市场起到支撑作用,国家和食品安全的法律法规越来越严谨,奶粉行业技术不断与时俱进;其次从产品与价格管理、分销与渠道、促销策略、销售管理四个方面对诺优能婴幼儿奶粉江苏市场的营销能力进行了分析,总结出婴幼儿奶粉市场的特点和竞争者的不同特质。运用SWOT分析方法对诺优能在江苏市场中所具有的优势和机会,以及所面临的威胁和劣势进行了详细的分析,找出目前策略存在的问题。同时,利用市场细分方法对目标市场和目标客户进行详细的分析。利用4P营销理论制定了诺优能在江苏市场中的营销策略。本文还从组织保障、团队保障、服务保障和配送保障四个方面探讨了诺优能婴幼儿奶粉江苏市场营销策略实施的保障措施。希望能够提升公司品牌形象,提高销量和市场占有率。
[Abstract]:With more foreign well-known brands of milk powder into the market and the strong acquisition of local milk powder, the competition of domestic milk powder industry is increasingly fierce, coupled with the tilt of national policies to local brands. Danone's Nuoyoueng infant milk powder faces fierce competition from many brands in the industry. Due to the existence of large loopholes in food safety supervision, infant milk powder quality and safety incidents occur frequently. Since 2012, many Chinese families have started buying overseas milk powder through a variety of channels, creating a new consumption pattern. That is, the "Haicao" model. The emergence of this model, this for the Nuoyou Neng infant milk powder, the original pot of imported infant milk powder imported through formal channels to domestic sales also brought a big impact. Many consumers think. Only when all the English instructions are printed on the product, the original can is imported from abroad; The Chinese characters printed on the products are filled in China. Jiangsu Province is located in the Yangtze River Delta region, the economic level is relatively developed. The demand for milk powder and the quality of milk powder brand are relatively higher. Therefore, integrating the marketing strategy of Nuoyou Neng infant milk powder in Jiangsu market is conducive to its own advantage in Jiangsu market. In the milk powder industry to maintain the leading position, expand market share and increase the total amount of sales. First, combined with the study of marketing theory, through consulting a large number of relevant literature. This paper analyzes the competition and management environment of Nuoyoueng infant milk powder in Jiangsu market by using PEST analysis model, and draws the conclusion that China's economy is developing rapidly and healthily, and the income of urban and rural residents continues to increase. The government increases the management of inflation, plays a supporting role to the consumer market, the national and food safety laws and regulations are more and more stringent, milk powder industry technology keeps pace with the times; Secondly, it analyzes the marketing ability of Nuoyoueng infant milk powder market from four aspects: product and price management, distribution and channel, promotion strategy and sales management. Summed up the characteristics of infant milk powder market and the different characteristics of competitors. The use of SWOT analysis method in the Jiangsu market Nuoyou Neng has the advantages and opportunities. And the threats and disadvantages faced by the detailed analysis, to find out the existing problems of the strategy. At the same time. Using the method of market segmentation to analyze the target market and target customers in detail. Using 4P marketing theory to formulate the marketing strategy of NuoyouNeng in Jiangsu market. This paper also from the organizational security, team support. Four aspects of service security and distribution security are discussed in order to improve the brand image, sales volume and market share of Nuoyoueng infant milk powder in Jiangsu province.
【学位授予单位】：南京大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.82

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