黑龙江省乳制品企业营销效率提升研究

发布时间：2018-03-04 20:01

本文选题：乳制品企业　切入点：营销效率　出处：《哈尔滨商业大学》2017年硕士论文　论文类型：学位论文

【摘要】：效率与效益具有正相关关系,高效益是以高效率为前提的。所以,企业要想追求高效益,就必须重视高效率。营销效率是营销主体在特定时间内,投入的各种资本、人力等营销资源总量与产生的营销效果总量之间的比率关系。提高企业的营销效率,一方面意味着大量的企业产品能够及时销售出去,实现产品的商业价值,给企业带来利润,不仅减少了产品的积压,还实现了企业的现金回流,为企业的发展带来更多的机会。另一方面,营销效率的提高,意味着投入市场营销的资源量较少,产出相对较多,于是企业的收益率将提升。黑龙江省是我国乳品生产大省,有162家乳制品企业,有40余个知名乳品品牌,乳制品生产企业总数、产品品种种类等均居全国首位。但是,就个体企业而言,黑龙江的企业在国内的地位并不显赫。据前瞻产业研究院2014年公布的中国乳企排名:第一位是伊利,市场份额21.7%;第二名是蒙牛,市场份额18.8%;黑龙江省完达山乳业排名第七,市场占有率1.9%,不及第一名伊利的1/10,相当于第二名蒙牛的1/10。说明黑龙江省乳品企业在市场开发方面存在巨大差距。论文以关键效率指标理论和关系营销理论为依据,运用数据包络分析法(DEA),选取黑龙江最具有代表性的飞鹤乳业、完达山乳业、龙丹乳业、太子乐、摇篮乳业和光明松鹤乳业饮品有限公司等六家乳品企业作为研究对象,对其营销效率进行分析。结论是:黑龙江省各乳制品企业市场营销效率差距明显;影响企业市场营销效率的主要因素是企业市场营销盈利-竞争-创新能力、企业营销运作效率和企业满足顾客需求能力。就如何提升黑龙江省乳品企业营销效率问题,论文提出坚持实施科学管理;高度重视企业研发和创新能力;提升满足消费者需求能力;实施差异化营销以提高市场竞争能力;政府应落实乳制品相关法律及标准的执行监管工作等五方面建议,供企业参考。
[Abstract]:There was a positive correlation between the efficiency and benefit, high efficiency with high efficiency is the premise. Therefore, enterprises want to pursue high efficiency, we must pay attention to the efficiency. The efficiency of marketing is the marketing subject in a certain period of time, capital investment, human resources and marketing between the total produce marketing effect of total ratio increase. Enterprise's marketing efficiency, on the one hand means that a large number of enterprises sell products in a timely manner, to realize the commercial value of product, bring the profit to the enterprise, not only to reduce the backlog of products, but also realize the cash flow of enterprises, bring more opportunities for the development of enterprises. On the other hand, marketing efficiency, means less resources into marketing, the output is relatively large, so the profit rate will increase. Heilongjiang province is the largest province of China's dairy production, 162 dairy companies, more than 40 well-known milk Brand, the total number of dairy production enterprises, product varieties are ranking first in the country. However, the individual enterprises, the enterprises in Heilongjiang position in the domestic milk prices is not prominent. According to China 2014 prospective industry Research Institute released rankings: the first one is the Yili, the market share of 21.7%; the second is Mengniu, market the share of 18.8%; Heilongjiang province wondersun dairy ranked seventh, the market share of 1.9%, less than the first Yili 1/10, equivalent to second of the 1/10. that Mengniu Dairy Enterprises in Heilongjiang province there is a huge gap in the development of the market. The key to efficiency index theory and relationship marketing theory as the basis, using data envelopment analysis (DEA) select the most representative of Heilongjiang, American Dairy, dairy Wandashan, long Dan dairy, Le Prince, as the cradle of dairy and dairy beverage Co. Ltd. Songhe bright six dairy enterprises The object of its marketing efficiency were analyzed. The conclusion is that the marketing efficiency gap between the dairy enterprise market in Heilongjiang province is obvious; the main factors that affect the efficiency of marketing is the enterprise market marketing profit - competition - innovation ability, ability to meet customer demand for enterprise marketing operation efficiency and enterprise. How to improve the efficiency of the marketing problems of dairy enterprises in Heilongjiang province this paper, insist on the implementation of scientific management; attaches great importance to enterprise development and innovation ability; improve the ability to meet consumer demand; to improve the market competition ability to implement differentiated marketing; the government should implement the dairy related laws and standards of five executive supervision suggestions for enterprise reference.

【学位授予单位】：哈尔滨商业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.82

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