CP宠物食品公司营销战略研究

发布时间：2018-03-09 11:12

本文选题：宠物食品　切入点：中国市场　出处：《吉林大学》2017年硕士论文　论文类型：学位论文

【摘要】：宠物行业在发展较早的美国、欧洲、日本等国家已有上百年的历史,20世纪90年代初美国玛氏公司将宠物食品引进中国。目前在中国,猫、狗从原来大众认知的家畜转变为宠物,随之也应运而生了宠物生态圈,圈内产业主要有宠物食品用品、宠物医疗美容。在强大的中国经济增长背后,中国的宠物市场也出现了空前的繁荣。CP宠物食品公司是国内最早从事宠物行业的企业之一,生产和销售宠物食品是CP宠物食品公司的主营业务,销售由国际贸易和国内销售两部分组成,国际业务出口到全球30多个国家和地区,国内销售主要通过经销商、电商、商超等渠道销售,目前国内销售占比公司整体销售额在12%左右,还有很大的发展空间。随着中国经济的发展,与国际的接轨,中国宠物行业进入高速发展的阶段,除了外国品牌竞相进入中国,国产品牌也使出浑身解数,中国宠物市场竞争愈加激烈,因此CP宠物食品公司也越来越注重在国内市场发展。本文的营销战略研究从STP战略、竞争战略、营销组合策略这三大方面的相关理论出发,对CP宠物食品公司营销战略现状进行深入研究和详细分析,找出CP宠物食品公司营销战略存在的问题点,通过宏观环境分析、波特五力模型分析、公司内部环境分析、SWOT分析探讨CP宠物食品公司所处的营销环境,围绕STP战略、竞争战略、营销组合策略重新制定CP宠物食品公司的营销战略,希望通过本文的研究,提升CP宠物食品公司营销战略,抓住中国宠物行业的发展机遇!
[Abstract]:The pet industry has a history of more than a hundred years in the United States, Europe, Japan and other countries. In 90s, Mars introduced pet food to China. In China, cats and dogs have changed from animals to pets. As a result, a pet ecosphere has emerged, with pet food supplies and pet medical and cosmetic products as the main industries in the circle. Behind the strong growth of China's economy, The pet market in China has also seen an unprecedented boom. CP Pet Food Company is one of the earliest enterprises engaged in the pet industry in China. The production and sale of pet food is the main business of CP Pet Food Company. Sales are made up of international trade and domestic sales. International business is exported to more than 30 countries and regions around the world. Domestic sales are mainly sold through distributors, e-commerce companies, commercial supermarkets, etc. At present, the overall sales volume of domestic sales is about 12%, and there is still a lot of room for development. With the development of China's economy and in line with international standards, the Chinese pet industry has entered a stage of rapid development, except for foreign brands competing to enter China. The Chinese pet market is becoming more and more competitive, so CP Pet Food Company is paying more and more attention to the development of the domestic market. Based on the related theories of marketing combination strategy, this paper makes a deep research and detailed analysis on the current situation of CP pet food company's marketing strategy, finds out the problems existing in CP pet food company's marketing strategy, and analyzes the macro environment. The marketing environment of CP Pet Food Company is analyzed by Porter's five-force model and the company's internal environment. The marketing strategy of CP Pet Food Company is reformulated around STP strategy, competition strategy and marketing combination strategy. I hope to improve the CP pet food company marketing strategy and seize the development opportunities of the Chinese pet industry through the research of this article!
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F324.6

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