DMK有限公司酱卤产品营销标准化研究

发布时间：2018-02-26 20:30

本文关键词： 标准化营销营销组合 SWOT分析　出处：《辽宁工程技术大学》2014年硕士论文　论文类型：学位论文

【摘要】：由于中国食品行业标准化起步较晚、发展较慢,特别是在酱卤行业极少有成熟标准化营销的企业,可参考的文献材料较少,对于需要进行标准化营销的企业没有可参考的成熟模式。DMK食品有限公司在卤酱产品生产上具备标准化条件,但是其在标准化营销的其他环节上存在较多问题,标准化营销没有达到预期效果。本文从DMK公司现有的标准化营销现状出发,利用营销组合理论、PEST分析方法、SWOT分析方法对DMK公司标准化营销存在的宏观环境、微观环境和行业环境进行分析,通过分析得出DMK公司在营销标准化进程中存在的不足。并利用诊断结果,为DMK公司提出相应的标准化营销组合策略,本文提出的策略对DMK公司的营销标准化会有一定的指导意义。
[Abstract]:Due to the late start and slow development of the standardization of food industry in China, especially in the sauce and brine industry, few enterprises with mature standardized marketing have less literature to refer to. For enterprises that need standardized marketing, there is no mature model for reference. DMK Food Co., Ltd. has standardized conditions in the production of halogen sauce products, but there are many problems in other aspects of standardized marketing. Based on the current situation of standardized marketing in DMK Company, this paper uses the theory of marketing combination to analyze the macro environment of standardized marketing in DMK Company by using pest analysis method and SWOT analysis method. Based on the analysis of micro environment and industry environment, the shortcomings of DMK company in marketing standardization process are obtained, and the corresponding standardized marketing combination strategy for DMK company is put forward by using the diagnostic results. The strategy proposed in this paper will have certain guiding significance to the marketing standardization of DMK Company.
【学位授予单位】：辽宁工程技术大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.82

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