完达山液态奶市场营销策略研究

发布时间：2018-03-29 08:22

  本文选题：液态奶　切入点：完达山　出处：《河北经贸大学》2017年硕士论文

【摘要】：当前,从中国乳制品行业来看,整体市场呈现为市场容量大、但人均占有量偏低的局面。近几年,伴随我国国民经济的稳步增长、消费者购买力的不断提高,我国乳制品市场整体呈现出稳中有升的良好局面,仍有很大的市场潜力与发展空间。而在整个乳制品市场中,无论从市场份额占有,还是从市场终端表现来看,液态奶这一品类无疑是最突出的。特别是自2008年三聚氰胺事件以来,中国液态奶市场更是加强了各个环节的监控,无论是从奶源管理、生产监控,还是到销售流通、市场监管等方面,力度都明显加大,消费者信心指数逐步恢复,这为下一步市场整体提升奠定了坚实基础。作为中国乳制品行业中的老牌企业,完达山乳业依据黑龙江优质奶源基地,以奶粉生产经营起步,21世纪初拓展液态奶品类以来,稳居东北区域市场龙头。自2008年以来,借助三聚氰胺事件,以数次抽检质量100%合格的强大优势顺势南下,先后进军华北、华东市场,并逐步完善了奶源与加工地的布局。但受行业竞争与完达山乳业内部体制制约,在面临市场变革的进程中,未能充分发力抢占市场、实现大跨步发展,仍旧呈现出固步自封、停滞不前的市场表现。本文以完达山乳业液态奶品类为研究对象,通过对企业外部环境、内部环境进行深入剖析,并运用SWOT工具进行分析,以寻找改进完达山液态奶市场营销策略,推进完达山液态奶适应市场需求,跨越发展的营销思路,并对企业在产品策略、渠道策略、消费者策略及品牌传播等方面给出了针对性的建议与实施办法。
[Abstract]:At present, from the point of view of China's dairy industry, the overall market presents a situation of large market capacity but low per capita share. In recent years, with the steady growth of China's national economy, the purchasing power of consumers has continuously increased. China's dairy market as a whole presents a good situation of steady growth, and there is still great market potential and room for development. In the whole dairy market, whether from the market share or from the market terminal performance, The category of liquid milk is undoubtedly the most prominent. In particular, since the melamine incident in 2008, the Chinese liquid milk market has strengthened the monitoring of every link, whether from the management of milk sources, the monitoring of production, or the circulation of sales. In terms of market supervision and other aspects, efforts have been significantly increased, and the consumer confidence index has gradually recovered. This has laid a solid foundation for the next step in the overall improvement of the market. As an established enterprise in China's dairy industry, Wandashan Dairy Industry based on Heilongjiang High quality Milk Source Base, starting with milk powder production and management since the beginning of the 21st century to expand the category of liquid milk, Wandashan dairy industry has steadily occupied the northeast regional market leader. Since 2008, with the help of the melamine incident, According to the strong advantage of 100% qualified quality of several spot checks, going south one after another into the markets of North China and East China, and gradually improving the distribution of milk sources and processing places, but restricted by the competition in the industry and the internal system of Wandashan dairy industry, In the process of market transformation, the market has not been able to seize the market and achieve a great leap forward development, still showing a steady and stagnant market performance. This paper takes the Wandashan dairy industry as the research object. Through the deep analysis of the external environment and internal environment of the enterprise and the use of SWOT tools to find out how to improve the marketing strategy of Wandashan liquid milk, and to promote the Wanda Mountain liquid milk to adapt to the market demand and leap over the development of marketing ideas. Some suggestions and implementation methods on product strategy, channel strategy, consumer strategy and brand communication are given.
【学位授予单位】：河北经贸大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.82;F274
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本文编号：1680317