陕西JN乳业营销策略研究

发布时间：2018-01-28 03:31

本文关键词： 羊奶粉营销策略战略分析市场选择　出处：《西南交通大学》2015年硕士论文　论文类型：学位论文

【摘要】：当今社会,国家经济处于一个飞速发展的阶段,人民的收入也逐年增加,老百姓开始注重生活品质的提升,对于食品的要求也愈来愈高。羊奶粉,凭借其优于牛奶粉的营养成分,更容易被人体吸收的营养特性,受到越来越多消费者的认同和肯定。近年来,由于国家政策的大力倡导,市场多元化发展,加上羊奶粉本身独特的营养构造,羊奶粉制造业发生了一次空前的膨胀。在快速发展的过程中,竞争压力也随之而来。许多乳品企业都不遗余力地发展山羊奶市场。羊奶热,就这样消无声息的扑面而来。然而,市场份额始终偏小,产品还未被广大消费者全面接受,这无疑也是发展中的一个难题。本文笔者运用市场学、营销学等相关理论,通过对现有市场的调查,及对相关企业的考察,从2013年国务院办公厅批准的食品药品监督总局等九部委联合提交的新《意见》着手,使用PEST分析法分析当前食品安全信任危机下新规定对乳制品市场的影响,并以陕西JN乳业为例,着重分析新形势下羊乳品市场面临的机遇和挑战。使用SWOT矩阵分析法结合JN乳业现阶段的实际情况,从企业内部资源包括其硬件、财务,人员以及生产、研发等方面综合分析了企业的经营现状。并对企业现阶段的品牌定位,产品特点,营销手段等问题做了相关研究。针对其营销弱点和不足,结合目前市场竞争环境下乳制品企业的营销壁垒,以及目前JN乳业的市场定位,对其目标市场进行优化和排序,明确其市场定位,并针对市场给出了相应的产品、品牌和渠道策略。JN乳业,作为陕西羊乳企业的一个本土品牌,面对市场的大浪淘沙,面对消费者的挑剔选择,如何选择企业营销策略,如何确定企业战略部署,在竞争中生存发展变强,是公司着重要解决的一个重要问题。笔者通过调研和考察,并严格按照国家新规定的要求,结合目前市场经济竞争中的发展机遇,根据JN乳业现阶段的市场营销需要,提出了相应的应对策略和解决建议,以帮助企业能够更好地发展和盈利。
[Abstract]:In today's society, the national economy is in a stage of rapid development, the income of the people is also increasing year by year, people begin to pay attention to the improvement of quality of life, the demand for food is also higher and higher. Because of its better nutrition than milk powder and more easily absorbed by human body, it has been recognized and affirmed by more and more consumers. In recent years, due to the strong advocacy of national policies, the market diversified development. In addition, the unique nutritional structure of goat milk powder itself, sheep milk powder manufacturing industry has an unprecedented expansion. In the process of rapid development. Competition pressure also followed. Many dairy companies have spared no effort to develop the goat milk market. Goat milk fever, such a quiet face. However, the market share has always been small. The product has not been fully accepted by consumers, which is undoubtedly a difficult problem in the development. The author of this paper uses marketing, marketing and other relevant theories, through the existing market survey, and the investigation of related enterprises. From 2013 the General Office of the State Council approved by the General Administration of Food and Drug Supervision and other nine ministries and commissions jointly submitted the new opinions. The influence of the new regulations on the dairy market under the current food safety trust crisis was analyzed by using PEST analysis method, and the JN dairy industry in Shaanxi Province was taken as an example. This paper mainly analyzes the opportunities and challenges facing sheep dairy market under the new situation. Using SWOT matrix analysis method combined with the actual situation of JN dairy industry at the present stage, the internal resources of the enterprise include its hardware and finance. Personnel, production, R & D and other aspects of the comprehensive analysis of the business situation. And the current corporate brand positioning, product characteristics, marketing methods and other issues related to the study, aiming at its marketing weaknesses and deficiencies. Combined with the marketing barriers of dairy enterprises under the current market competition environment, and the current market positioning of JN dairy industry, the target market is optimized and sorted, and its market positioning is clarified. And according to the market given the corresponding products, brand and channel strategy. JN dairy industry, as a local brand of Shaanxi sheep milk enterprises, facing the market, facing the picky choice of consumers. How to choose the marketing strategy of the enterprise, how to determine the strategic deployment of the enterprise, and how to survive and develop in the competition is an important problem to be solved by the company. In accordance with the requirements of the new national regulations, combined with the development opportunities in the current market economy competition, according to the current marketing needs of the JN dairy industry, the corresponding countermeasures and solutions are put forward. To help enterprises to better develop and profit.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.82;F274

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