DMS乳制品有限公司市场营销策略研究

发布时间：2018-07-05 19:47

本文选题：乳制品行业 + 市场分析　；参考：《吉林大学》2017年硕士论文

【摘要】：近年来,乳制品市场持续走高,发展迅速,市场现在的状况使得各个乳制品企业的竞争越来越趋向白热化。国外乳制品的发展已经拥有了很长的一段历史,但是国产乳制品的发展仍旧属于起步阶段,这也就使得国产乳制品在生产方面、科研方面稍稍逊色于外国品牌,国外乳制品企业像美赞臣等都属于资力雄厚的企业,拥有大量的资金可以投入到乳制品的生产线上,而且这些企业有着丰富的管理经验和生产经验,使乳制品从生产上就得到了充分的保证,然后由于中国落后的乳制品的发展,使得在生产工艺上和技术上有待提高。而对于在乳制品市场上所占比例最大的乳制品而言,它的生产技术和生产工艺上都是最为复杂也是科技含量要求最高的一种食品,所以中国企业需要加大投入到生产线上的资金,加大产品的研发力度,从根本上改变产品的质量,研发新的产品配方,通过改良工艺,使得国产乳制品可以和外国乳制品进行有力的竞争,在乳制品市场上抢占一席之地。现在的乳制品企业大多数都处在中低端市场上,所以更应该加紧对高端乳制品的研究,生产出更接近于母乳、更适合中国孩子的乳制品。在乳制品激烈的竞争状态下,占领一定的市场。本文主要应用市场营销的STP理论、4PS理论以及整合营销理论进行营销策略研究,首先分析了乳制品市场的行业现状,详细的分析了乳制品所面临的宏微观环境,接下来对乳制品公司面对的市场进行市场细分和目标市场选择,从产品、价格、渠道、促销四个方面提出营销策略,论文最后提出了针对于乳制品公司发展策略的实施保障。
[Abstract]:In recent years, the dairy market continues to rise and develop rapidly, and the current situation of the market makes the competition of various dairy enterprises become more and more intense. The development of foreign dairy products has a long history, but the development of domestic dairy products is still in its infancy, which makes domestic dairy products slightly inferior to foreign brands in terms of production and scientific research. Foreign dairy enterprises, such as Mehansen, are all well-capitalized enterprises with a large amount of funds to invest in the production line of dairy products. Moreover, these enterprises have rich management experience and production experience. The production of dairy products has been fully guaranteed, and then due to the backward development of dairy products in China, the production technology and technology need to be improved. For dairy products, which account for the largest proportion in the dairy market, its production technology and production process are the most complex and the most demanding food with the highest scientific and technological content. Therefore, Chinese enterprises need to increase investment in production lines, increase R & D efforts, fundamentally change the quality of products, develop new product formulations, and improve technology. Domestic dairy products can compete with foreign dairy products and occupy a place in the dairy market. Most of today's dairy companies are in the middle and low end of the market, so we should step up research on high-end dairy products to produce dairy products that are closer to breast milk and more suitable for Chinese children. In the fierce competition of dairy products, occupy a certain market. In this paper, the STP theory of marketing and the integrated marketing theory are used to study the marketing strategy. Firstly, the present situation of dairy industry is analyzed, and the macro and micro environment of dairy products is analyzed in detail. Then the market segmentation and target market selection of dairy companies, from the product, price, channel, promotion four aspects of marketing strategies, the paper finally proposed for dairy companies to implement the implementation of development strategies.
【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】：F426.82;F274

【参考文献】