伊利冷饮在天津市场营销战略研究

发布时间：2018-04-03 21:08

本文选题：伊利冷饮　切入点：市场营销　出处：《天津大学》2015年硕士论文

【摘要】：内蒙古伊利实业集团股份有限公司是国内乳制品龙头企业,也是国内规模最大的清真乳制品企业,其旗下五大事业部之一的冷饮事业部是伊利实业集团最早建立的事业部,对集团的发展具有重要意义,而冷饮事业部营销战略的制定与实施对伊利冷饮事业部的高速发展起到了至关重要的作用。伊利冷饮事业部工厂与分公司覆盖全国,尽管各区域都遵循冷饮事业部下达的总体营销战略,但是根据不同区域的不同情况也可以分别制定符合本区域实际情况的营销战略及营销目标。因此本文将研究区域设定在天津市场,主要分析伊利冷饮在天津市场的营销战略。本文采用理论与实践相结合的研究法,共分为六章,第一章为绪论,提出了本文的研究背景和意义、研究内容和方法。第二章为营销管理理论与分析工具的概述。首先引入了营销的概念,其次介绍了营销管理的两大理论——4Ps组合营销理论和STP理论,通过大量文献的研究,总结了国内外企业营销战略的概述,最后介绍了本文的分析工具——SWOT分析工具和波特“五力模型”分析工具。第三章为伊利冷饮在天津市场营销战略现状分析,分别从伊利冷饮在天津市场的优势、劣势、机遇、威胁、购买商议价能力、供应商议价能力、潜在进入者能力、行业内竞争者能力和替代品威胁方面进行分析。第四章为伊利冷饮在天津市场营销战略的制定,依据营销管理的两大理论,提出产品管理系统化、价格体系全覆盖、渠道多元化、一体化的整合、促销的精细化等营销战略方案。第五章为伊利冷饮在天津市场营销战略的实施与保障,提出了优化组织结构,加强公司内部管理;加强人资源管理;优秀企业文化的构建,提升企业凝聚力;加强中高端市场宣传,以亲情塑造品牌共四方面的保障方案。第六章为结束语。本文基于市场营销和战略管理的理论,将伊利冷饮天津市场营销战略从现状分析,到战略制定,再到实施控制的全过程做了一个全面的解析。最后本文认为,伊利冷饮要想在天津市场站稳脚跟,不断扩大市场份额,只有根据市场实际情况的变化不断改变其营销战略,使营销战略的制定和实施与市场的发展相匹配,这样,伊利冷饮才能走的更稳、更远。
[Abstract]:Inner Mongolia Yili Industrial Group Co., Ltd. is the leading domestic dairy products enterprise, and also the largest domestic halal dairy company. The Cold drink Division, one of the five major business units of the Inner Mongolia Yili Industrial Group, is the earliest business unit established by the Yili Industrial Group.It is of great significance to the development of the group, and the formulation and implementation of the marketing strategy of the cold drink department plays a vital role in the rapid development of the Yili cold drink business.The factory and branch offices of Yili Cold drink Division cover the whole country, although all regions follow the overall marketing strategy issued by the Cold drink Division.However, according to the different conditions in different regions, the marketing strategy and marketing target can also be formulated in accordance with the actual situation in the region.Therefore, this paper mainly analyzes the marketing strategy of Yili cold drink in Tianjin market.This paper is divided into six chapters by combining theory and practice. The first chapter is the introduction. The research background and significance, contents and methods of this paper are put forward.The second chapter is an overview of marketing management theory and analysis tools.Firstly, it introduces the concept of marketing, then introduces the two theories of marketing management-4Ps combination marketing theory and STP theory, and summarizes the summary of marketing strategy of domestic and foreign enterprises through a lot of literature research.Finally, the paper introduces the analysis tools of SWOT and Porter's "five Forces Model".The third chapter analyzes the current situation of the marketing strategy of Yili Cold drink in Tianjin, respectively from the strengths, weaknesses, opportunities, threats, buyers' bargaining power, suppliers' bargaining power, potential entrants' ability to enter the Tianjin market.Analyze the competitive capacity and alternative threats in the industry.The fourth chapter is the formulation of the marketing strategy of Yili Cold drink in Tianjin. According to the two theories of marketing management, the paper puts forward the systematization of product management, the full coverage of price system, the integration of channel diversification and integration.Marketing strategies such as the refinement of sales promotion.The fifth chapter is the implementation and guarantee of Yili cold drink marketing strategy in Tianjin. It puts forward to optimize the organization structure, strengthen the internal management of the company, strengthen the management of human resources, construct the excellent enterprise culture, and promote the cohesion of the enterprise.To strengthen the high-end market publicity, to create a brand with kinship a total of four protection programs.The sixth chapter is the conclusion.Based on the theory of marketing and strategic management, this paper makes a comprehensive analysis of the marketing strategy of Yili Cold drink Tianjin from the current situation analysis, to the strategy formulation, to the implementation of control.Finally, this paper thinks that if Yili cold drink wants to gain a firm foothold in Tianjin market and expand its market share, it must change its marketing strategy according to the changes of market conditions, so that the formulation and implementation of the marketing strategy can match the development of the market.In this way, Yili cold drink can go more stable, farther.
【学位授予单位】：天津大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.82

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