“小圈”猪肉的营销策略研究

发布时间：2018-01-23 04:54

本文关键词： 小圈猪肉营销策略实施保障　出处：《东北大学》2015年硕士论文　论文类型：学位论文

【摘要】："小圈"猪肉作为沈阳市场一个新兴的猪肉品牌,旨在成为百姓餐桌上的健康的、安全的、肉香淳厚的长龄放心猪肉。如何在激烈的市场环境下为"小圈"猪肉找到出路并脱颖而出,让顾客认识"小圈"、认可"小圈"、并成为"小圈"的忠实客户,这些都关系到"小圈"品牌的存亡与发展。因此,制定出合理的市场营销策略变得尤为重要。本文首先通过文献收集法对市场营销理论进行了梳理,并作为"小圈"猪肉营销策略研究的理论依据;其次,通过资料收集从国内的宏观环境和行业环境两个方面对"小圈"猪肉所处的外部环境进行分析,其中宏观环境从政治法律环境、经济环境、社会文化环境和人口环境四个方面进行阐述,行业环境分别从行业的发展与趋势、行业技术和竞争环境三个层面进行细化的分析;再次,通过企业调研对从品牌建设、营销能力、生产和采购能力、经营管理能力四个方面对"小圈"猪肉的内部环境进行分析;第四,在外部、内部环境分析的基础之上,运用SWOT分析矩阵分析"小圈"猪肉的优势、劣势、机会和风险,并对四者加以组合形成相应的应对策略,综合猪肉市场细分、消费行为影响因素分析、消费者消费需求分析确定"小圈"猪肉的目标市场选择和定位,提出"小圈"的营销策略,并对具体的策略实施细则加以阐述。最后为营销策略的实施建立了保障措施。
[Abstract]:As a new brand of pork in Shenyang market, "small Circle" pork is designed to be healthy and safe for the common people. How to find a way out and stand out for "small circle" pork in the fierce market environment, let customers know "small circle", recognize "small circle", and become loyal customer of "small circle" These are related to the "small circle" brand survival and development. Therefore, it is particularly important to formulate a reasonable marketing strategy. Firstly, this paper combs the marketing theory through the method of literature collection. And as the "small circle" pork marketing strategy research theoretical basis; Secondly, through the data collection from the domestic macro environment and the industry environment two aspects of the "small circle" pork in the external environment analysis, in which the macro environment from the political and legal environment, economic environment. Social and cultural environment and population environment are elaborated, the industry environment from the industry development and trend, industry technology and competition environment three levels of detailed analysis; Thirdly, the internal environment of "small circle" pork is analyzed from four aspects: brand building, marketing ability, production and purchasing ability and management ability. In 4th, on the basis of external and internal environment analysis, the SWOT analysis matrix was used to analyze the advantages, disadvantages, opportunities and risks of "small circle" pork, and the corresponding coping strategies were formed by combining the four. According to the market segmentation of pork, the analysis of influencing factors of consumption behavior, and the analysis of consumer consumption demand, the target market selection and positioning of "small circle" pork are determined, and the marketing strategy of "small circle" is put forward. Finally, it establishes the safeguard measures for the implementation of marketing strategy.
【学位授予单位】：东北大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F323.7

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