F品牌菜籽油在陕西省的营销方案研究

发布时间：2018-09-12 09:58

【摘要】：食用油是中国人饮食文化中不可缺少的基本食材,随着生活水平的提高和对食品安全的重视,小包装食用油的普及率越来越高。F品牌小包装食用油是我国本土小包装食用油的第一品牌,其生产的F品牌小包装菜籽油在我国的陕西省具有一定的品牌美誉度,但是其市场份额及销售业绩一直较低,与市场上的第一品牌存在较大差距。本文旨在通过对F品牌小包装菜籽油在陕西省的营销现状进行研究,帮助其制定在陕西省的营销策略,进而提高F品牌菜籽油产品在陕西省的销售业绩和市场份额。本文首先通过问卷调研、访谈和资料查阅的方式对F品牌小包装食用油、菜籽油以及其主要竞争对手在陕西省市场营销现状进行了全面的分析。发现F品牌在陕西市场存在产品知名度低、渠道覆盖率低等问题,进而运用STP理论和营销4P理论帮助F品牌菜籽油制定了全面进入陕西省菜籽油市场的营销战略。在产品策略方面,F品牌需要采用扩大产品组合广度、深度、改进产品口味和优化产品包装的策略,同时针对不同的目标市场进行不同的品牌定位。在价格策略方面,F品牌需要要采取竞争导向定价法,适当提高目前的产品定价,提升产品毛利,实现从销量导向到利润导向的转变。在渠道策略方面,要通过减小渠道长度的方式降低渠道成本、提升渠道成员的盈利能力。同时还需提升经销商和终端售点的综合质量。在促销方面,需要综合运用广告投放、营业推广、公共关系的方式促进F品牌知名度的提升,进而促进F品牌菜籽油在陕西省的销售业绩和市场份额的提升。
[Abstract]:Edible oil is an indispensable basic food in Chinese dietary culture. With the improvement of living standards and the importance of food safety, the popularity of small packaged edible oil is getting higher and higher. There is a certain degree of brand reputation, but its market share and sales performance has been low, and there is a big gap with the first brand in the market. This paper aims to study the marketing status of F brand rapeseed oil in Shaanxi Province, to help them formulate marketing strategies in Shaanxi Province, and then improve the F brand rapeseed oil products in Shaanxi Province. Firstly, through questionnaire survey, interviews and data consulting, this paper makes a comprehensive analysis of the marketing status of F brand small packaged edible oil, rapeseed oil and its main competitors in Shaanxi Province. Using STP theory and marketing 4P theory to help F brand rapeseed oil formulate a comprehensive marketing strategy to enter the market of Shaanxi rapeseed oil. In terms of price strategy, F brand needs to adopt competition-oriented pricing method, appropriately increase the current product pricing, increase product gross profit, and realize the transformation from sales-oriented to profit-oriented. In the promotion aspect, it is necessary to promote the F brand awareness by means of advertising, business promotion and public relations, and then promote the sales performance and market share of F brand rapeseed oil in Shaanxi Province.
【学位授予单位】：北京交通大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F426.82;F274

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