伊利乳业酸奶产品营销策略研究

发布时间：2018-04-16 14:00

本文选题：伊利乳业 + 酸奶产品　；参考：《首都经济贸易大学》2017年硕士论文

【摘要】：随着中国经济的快速发展,人民生活和消费水平不断提高,消费者对于生活品质的要求也越来越高,尤其是对健康食品的关注,科学、安全、营养、健康的食品成为当下消费者的需求焦点。以伊利乳业为代表的中国乳业品牌经过60年的发展,公司规模不断扩大,2016年的产值将达到620亿元,利润率接近10%,市场占有率近20%左右。如今,伊利作为亚洲第一、国内唯一一家跻身世界乳业八强的企业,到2020年实现世界乳业第五位的企业发展目标。随着人们对营养、健康、易吸收的酸奶产品的认同和重视,酸奶产品的市场需求将会更加旺盛。伊利乳业酸奶产品作为伊利乳业产品大类中重要的组成部分,其对伊利乳业企业利润的贡献率在正在逐渐提高。目前,伊利乳业酸奶产品存在着产品创新瓶颈、市场同质化产品竞争激烈、市场占有率不如其他产品品类、产品促销模式简单、渠道建设难度大等困难,为了弥补酸奶产品在整个伊利全产业链里的短板现象,本文首先分析了国内乳品行业的宏观和微观环境,然后对伊利乳业酸奶产品进行SWOT分析,接着从产品、品牌、定价、渠道和促销等方面分析了伊利乳业酸奶产品的营销策略现状,通过细致研究来洞悉目前营销策略中存在的问题以及制约酸奶产品市场发展的原因,在此基础上最后提出酸奶产品市场营销策略的优化和改进方案,帮助伊利乳业酸奶产品更好的适应市场需求,满足不同人群差异化的消费需求心理,提高酸奶产品的市场竞争力,推动伊利乳业致胜酸奶市场,以实现伊利乳业的战略发展目标。
[Abstract]:With the rapid development of China's economy, the people's living and consumption levels are constantly improving, and consumers' requirements for the quality of life are becoming higher and higher, especially the concern for healthy food, science, safety, nutrition,Healthy food has become the focus of consumer demand.After 60 years of development, the Chinese dairy brand, represented by Yili Dairy, will grow in scale. The output value will reach 62 billion yuan in 2016, the profit margin will be close to 10, and the market share will be about 20 percent.Today, Yili, as the first in Asia and the only one in China to rank among the top eight dairy companies in the world, will achieve the fifth development goal of dairy industry in the world by 2020.With the recognition and attention of nutritive, healthy and absorbable yoghurt products, the market demand of yoghurt products will be more vigorous.Yili dairy yoghurt products as an important part of Yili dairy products, its contribution to the profits of Yili dairy enterprises is gradually increasing.At present, Yili dairy yoghurt products have the bottleneck of product innovation, the market competition of homogeneous products is fierce, the market share is not as good as other product categories, the product promotion mode is simple, the channel construction is difficult and so on.In order to make up for the short board phenomenon of yoghurt products in the whole Yili industry chain, this paper first analyzes the macro and micro environment of domestic dairy industry, then carries on SWOT analysis to Yili dairy yogurt products, then from the product, the brand, the pricing,This paper analyzes the current situation of Yili dairy yoghurt product marketing strategy from the aspects of channel and promotion, and through careful research, finds out the problems existing in the current marketing strategy and the reasons that restrict the development of yoghurt product market.Finally, the optimization and improvement of the marketing strategy of yoghurt products are put forward to help Yili milk products adapt to the market demand better and satisfy the different consumer demand psychology of different people.To improve the market competitiveness of yoghurt products and promote the Yili dairy industry to win the yoghurt market in order to achieve the strategic development goal of Yili dairy industry.
【学位授予单位】：首都经济贸易大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.82;F274

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