山东DP公司连锁店营销策略研究

发布时间：2018-04-10 22:51

本文选题：DP公司 + 连锁店　；参考：《西北大学》2016年硕士论文

【摘要】：山东DP公司是一家专门生产加工德州扒鸡的公司,成立于2010年,虽然其起步较晚,但是在不到六年的发展过程中已经取得了显著的成绩。但是其在发展中依旧面临着我国肉类企业经营中所面临的困境,当然也有其自身因素所导致的困境,特别是在产品营销方面,产品营销渠道狭窄、产品种类单一,创新不足、单一业态的连锁经营,缺少组合、销售渠道狭窄,缺少线上推广以及促销渠道传统,缺少新媒体促销方式等问题困扰着山东DP公司的发展。本文以山东DP公司为例,分析其连锁店营销的现状以及其中存在的问题,并运用4Ps营销理论、4E营销理论以及连锁店营销的相关知识针对其中存在的问题提出相应的改善策略,并在此基础上进一步分析山东DP公司连锁店营销策略实施的保障措施。而本文的研究则是则有利于山东DP公司发现自身经营中存在的问题,并制定相关的改进措施,以改善其在经营中出现的问题,促进山东DP公司的在营销方面的进步。此外,本文的研究对同类型企业的市场营销的发展也起到了重要的作用,给他们提供了可借鉴、可参考的资料。
[Abstract]:Shandong DP Company is a specialized production and processing Braised Chicken, Dezhou Style company, founded in 2010, although its late start, but in less than six years of development process has made remarkable achievements.However, it still faces the dilemma in the management of meat enterprises in our country, and of course, it also has its own difficulties caused by its own factors, especially in the aspect of product marketing, the channel of product marketing is narrow, the product category is single, and the innovation is insufficient.Lack of combination, narrow sales channels, lack of online promotion, tradition of promotion channels and lack of new media promotion methods haunt the development of Shandong DP Company.Taking Shandong DP Company as an example, this paper analyzes the current situation of chain store marketing and its existing problems, and puts forward corresponding improvement strategies based on 4Ps marketing theory and chain store marketing knowledge.On this basis, further analysis of Shandong DP chain store marketing strategy implementation measures.The research in this paper is helpful for Shandong DP Company to find out the problems existing in its own operation, and to formulate relevant improvement measures to improve its problems in operation and promote the progress of Shandong DP Company in marketing.In addition, the research in this paper also plays an important role in the development of the marketing of the same type of enterprises, and provides them with reference and reference materials.
【学位授予单位】：西北大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F274;F721.7

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