Y公司灭菌乳产品的中国市场营销战略研究

发布时间：2018-04-22 10:34

本文选题：进口灭菌乳 + 中国市场　；参考：《大连理工大学》2015年硕士论文

【摘要】：随着我国人均收入水平的不断提高,居民的饮食结构也不断地发生着变化,对于优质蛋白质主要来源的牛奶的需求量越来越大。而随着居民消费能力的提高,进口乳制品,尤其是进口灭菌乳的市场增长更是尤为迅猛。Y公司自2010年进入中国市场,业务发展迅速,但是同时也出现了经销渠道狭窄、新品研发乏力、促销手段过于单一等限制公司业务进一步发展的问题。本文运用市场营销管理的相关理论,并利用调查法、文献资料法、比较分析法等方法,对中国市场的营销环境以及公司的实际情况进行了系统分析。通过理论结合实际的方法,对Y公司灭菌乳在中国市场的所遇到的主要问题做出有针对性的解决方案,并提出相应的营销战略。本文第一章阐述了论文的研究背景和意义,并简要介绍了论文的研究方法和思路；第二章对国际市场营销的相关概念和理论进行了归纳和引用,并着重介绍了4P营销理论和STP分析法；第三章对Y公司进口灭菌乳中国市场的营销现状进行了系统分析；第四章在相应分析的基础上,制定了Y公司灭菌乳在中国地区的总体营销战略；第五章从产品、定价、渠道和促销保障等几个方面进一步细化了营销策略。
[Abstract]:With the increasing per capita income in China, the dietary structure of the residents is changing constantly, and the demand for milk, which is the main source of high quality protein, is increasing. With the increase of residents' consumption power, the market growth of imported dairy products, especially imported sterilized milk, has been particularly rapid. Y Company has entered the Chinese market since 2010. Its business has developed rapidly, but at the same time, there has also been a narrow distribution channel. Lack of research and development of new products, too single promotional measures and other restrictions on the further development of the company's business. Based on the relevant theories of marketing management and the methods of investigation, literature and comparative analysis, this paper makes a systematic analysis of the marketing environment and the actual situation of the company in China. Through the combination of theory and practice, this paper makes a targeted solution to the main problems encountered by Y company sterilization milk in China market, and puts forward the corresponding marketing strategy. The first chapter describes the research background and significance of the paper, and briefly introduces the research methods and ideas, the second chapter summarizes and quotes the related concepts and theories of international marketing. The 4P marketing theory and STP analysis method are emphatically introduced, the third chapter systematically analyzes the marketing situation of Y Company's imported sterilizing milk in China, the fourth chapter is based on the corresponding analysis. The overall marketing strategy of sterilizing milk in China is established, and the fifth chapter further refines the marketing strategy from the aspects of product, pricing, channel and promotion guarantee.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F416.82;F274

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