YZ冷藏乳品营销策略研究

发布时间：2019-05-28 11:48

【摘要】：近年来,随着人们生活水平的提高,消费者更加注重提高生活质量,关注健康饮食,其中,液态乳制品的消费量逐年增长。液态乳制品的品种在不断丰富的同时,消费者越来越倾向于保质期短,添加剂少的冷藏乳品。为了争先占领冷藏乳市场,各大乳品生产商以及零售商也在积极的采取各种营销策略,扩大自己冷藏乳品的市场占有额。本文应用战略管理相关理论,对YZ集团所处的地理位置,以及YZ冷藏乳品在市场竞争中所面临的机遇与风险进行了全方位的分析,并且对冷藏乳品及其顾客群进行了定位与细分,同时提出了YZ冷藏乳品营销思路,确定了品类发展的方向与目标,并且对品类营销策略的规划实施以及保障措施进行了论述。通过本文的分析得出以下结论:(1)山东省作为农业大省,人口众多,为零售业的发展提供了得天独厚的条件,YZ冷藏乳品以其为依托充分占据了地理及消费资源的优势;(2)目前YZ集团在山东省内已经得到全面发展,但在省外发展空间不足,因此有必要拓展省外市场,把“YZ”商标打出去,使YZ冷藏乳品能在全国得到推广;(3)冷藏乳品为近几年新兴的乳制品,作为销售商有必要确定冷藏乳品的市场定位,增加其宣传力度,加大推销,提高冷藏乳品在公司零售商品中的比重。。通过本文的分析探索,为YZ集团冷藏乳品迅速扩大市场份额,提高盈利水平提供理论依据和经验借鉴。
[Abstract]:In recent years, with the improvement of people's living standards, consumers pay more attention to improving the quality of life and healthy diet, among which the consumption of liquid dairy products is increasing year by year. While the varieties of liquid dairy products are constantly enriched, consumers are more and more inclined to refrigerate dairy products with short shelf life and less additives. In order to occupy the refrigerated milk market, major dairy manufacturers and retailers are also actively adopting a variety of marketing strategies to expand the market share of their refrigerated dairy products. Based on the theory of strategic management, this paper analyzes the geographical location of YZ Group and the opportunities and risks faced by YZ refrigerated dairy products in the market competition. The orientation and subdivision of refrigerated dairy products and their customer groups are carried out, and the marketing ideas of YZ refrigerated dairy products are put forward, the direction and goal of product development are determined, and the planning, implementation and safeguard measures of category marketing strategy are discussed. Through the analysis of this paper, the following conclusions are drawn: (1) Shandong Province, as a large agricultural province, has a large population, which provides unique conditions for the development of retail industry. YZ refrigerated dairy products fully occupy the advantages of geography and consumer resources based on it; (2) at present, YZ Group has been fully developed in Shandong Province, but the development space outside the province is insufficient, so it is necessary to expand the market outside the province and type the "YZ" trademark so that YZ refrigerated dairy products can be popularized in the whole country; (3) refrigerated dairy products are new dairy products in recent years. As sellers, it is necessary to determine the market position of refrigerated dairy products, increase its publicity, increase marketing, and increase the proportion of refrigerated dairy products in the retail products of the company. Through the analysis and exploration of this paper, it provides theoretical basis and experience reference for YZ Group refrigerated dairy products to rapidly expand market share and improve profit level.
【学位授予单位】：山东理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.82

【参考文献】