SN食品水饺品类湖南市场营销策略研究
发布时间：2018-08-03 15:47
【摘要】：伴随着经济水平的不断提高,消费者对于衣食住行的品质有了更高的要求。速冻食品作为近年来的后起之秀,以其营养流失少、口感好和便捷的处理方式,越来越受到消费者的青睐。SN食品企业旗下的速冻水饺品类也在这种趋势下,迎来了快速的发展,但是面临行业内进入门槛低,激烈竞争的局面。同时前期由于打价格战带来的负面影响,致使SN的速冻水饺一直给人低端产品的固化印象。如何在营销策略上先走一步,取得竞争优势,重塑品牌形象,赶超行业领先者,是SN速冻食品面临的一大问题。本文主要研究的是SN食品企业旗下的速冻水饺品类在湖南市场的营销策略,就像营销大师菲利普·科特勒所说,“营销正变得越来越取决于信息而不是销售力”,通过确定环境和大趋势,可以为营销者确定许多机会。所以在首先介绍了SN企业的现状以及该品牌水饺在湖南市场的表现后,通过PEST分析、五力模型和SWOT分析,详细地分析了SN水饺所处的宏观、中观和微观环境,以及SN企业自身的优势和劣势,面临的机遇和威胁。并且依据从企业中得到的财务数据和销售分析数据,依据4C营销理论具体地提出了在利用有利环境、把握机会、改善不足之处的基础上,制定面向消费者需求的营销策略,使SN速冻水饺在湖南地区取得更好的销售表现。本文通过环境分析认为:为了提高SN速冻水饺在湖南的市场占有率,获得竞争优势,企业利用技术进步、行业标准完善的发展机遇,同时发挥自身在创新和市场经验丰富的优势,在拓展产品线和树立高端品牌形象上作出进一步的努力。在产品方面,通过市场细分明确消费者需求,建立更加合理的产品线和产品组合;在成本方面,以消费者愿意付出的成本为导向,放弃以前价格战伤人伤己的定价方式,采取市场需求定价和多种价格调整策略;在渠道便利方面,根据渠道层级和渠道商类型采取不同的渠道策略,以让消费者方便购买为原则,争取实现最大化的渠道覆盖率;在营销沟通方面,利用新兴的媒体和互动式营销来增加消费者对于SN速冻水饺的认知和培育消费习惯。
[Abstract]:With the continuous improvement of economic level, consumers have higher requirements for the quality of food, clothing, housing and transportation. As a rising star in recent years, frozen food, with its low nutrient loss, good taste and convenient treatment, has been more and more favored by consumers. Under this trend, the frozen dumplings, which are owned by SN food enterprises, have also ushered in a rapid development. However, the industry is faced with low barriers to entry, fierce competition. At the same time, because of the negative impact of price war, SN frozen dumpling has been the low end product solidification impression. How to advance the marketing strategy, obtain the competitive advantage, reshape the brand image and catch up with the industry leader is a big problem faced by SN quick-frozen food. This paper mainly studies the marketing strategy of frozen dumplings of SN food enterprises in Hunan market. As Philip Kotler, a marketing guru, put it, "Marketing is becoming more and more dependent on information rather than sales force." By identifying the environment and trends, many opportunities can be identified for marketers. So after introducing the present situation of SN enterprise and the performance of this brand dumpling in Hunan market, through PEST analysis, five-force model and SWOT analysis, the macro, meso and micro environment of SN dumpling is analyzed in detail. As well as SN enterprise's own superiority and inferiority, faces the opportunity and the threat. Based on the financial data and sales analysis data obtained from the enterprise, and according to the 4C marketing theory, the paper puts forward the marketing strategy oriented to the consumer demand on the basis of utilizing the favorable environment, grasping the opportunity and improving the deficiency. SN frozen dumpling in Hunan Province to achieve better sales performance. According to the analysis of environment, in order to increase the market share of SN quick-frozen dumpling in Hunan, obtain the competitive advantage, the enterprise makes use of the technological progress, and the industry standard is perfect. At the same time, give play to the advantages of innovation and market experience, expand the product line and establish a high-end brand image to make further efforts. In terms of products, we should clarify consumer demand through market segmentation and establish a more reasonable product line and product mix. In terms of cost, we should take the cost that consumers are willing to pay as a guide and abandon the pricing methods that have hurt people in the previous price war. In the aspect of channel convenience, different channel strategies should be adopted according to channel level and channel merchant type, in order to maximize the channel coverage rate. In the aspect of marketing communication, new media and interactive marketing are used to increase consumers' cognition of SN frozen dumplings and cultivate consumption habits.
【学位授予单位】：湘潭大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.82
本文编号：2162214
[Abstract]:With the continuous improvement of economic level, consumers have higher requirements for the quality of food, clothing, housing and transportation. As a rising star in recent years, frozen food, with its low nutrient loss, good taste and convenient treatment, has been more and more favored by consumers. Under this trend, the frozen dumplings, which are owned by SN food enterprises, have also ushered in a rapid development. However, the industry is faced with low barriers to entry, fierce competition. At the same time, because of the negative impact of price war, SN frozen dumpling has been the low end product solidification impression. How to advance the marketing strategy, obtain the competitive advantage, reshape the brand image and catch up with the industry leader is a big problem faced by SN quick-frozen food. This paper mainly studies the marketing strategy of frozen dumplings of SN food enterprises in Hunan market. As Philip Kotler, a marketing guru, put it, "Marketing is becoming more and more dependent on information rather than sales force." By identifying the environment and trends, many opportunities can be identified for marketers. So after introducing the present situation of SN enterprise and the performance of this brand dumpling in Hunan market, through PEST analysis, five-force model and SWOT analysis, the macro, meso and micro environment of SN dumpling is analyzed in detail. As well as SN enterprise's own superiority and inferiority, faces the opportunity and the threat. Based on the financial data and sales analysis data obtained from the enterprise, and according to the 4C marketing theory, the paper puts forward the marketing strategy oriented to the consumer demand on the basis of utilizing the favorable environment, grasping the opportunity and improving the deficiency. SN frozen dumpling in Hunan Province to achieve better sales performance. According to the analysis of environment, in order to increase the market share of SN quick-frozen dumpling in Hunan, obtain the competitive advantage, the enterprise makes use of the technological progress, and the industry standard is perfect. At the same time, give play to the advantages of innovation and market experience, expand the product line and establish a high-end brand image to make further efforts. In terms of products, we should clarify consumer demand through market segmentation and establish a more reasonable product line and product mix. In terms of cost, we should take the cost that consumers are willing to pay as a guide and abandon the pricing methods that have hurt people in the previous price war. In the aspect of channel convenience, different channel strategies should be adopted according to channel level and channel merchant type, in order to maximize the channel coverage rate. In the aspect of marketing communication, new media and interactive marketing are used to increase consumers' cognition of SN frozen dumplings and cultivate consumption habits.
【学位授予单位】：湘潭大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.82
【参考文献】
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，本文编号：2162214
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