厦门AB进口食品公司网络营销战略研究

发布时间：2018-03-01 09:06

本文关键词： 进口食品网络营销营销战略　出处：《华侨大学》2014年硕士论文　论文类型：学位论文

【摘要】：随着中国经济的发展及国民受教育水平的提高，大众的消费理念及习惯正逐步发生转变，进口食品已经不是“奢侈”的享受而是大众皆可消费的产品；近几年爆发出的诸多国产食品安全问题使得消费者更加倾向于购买进口食品，因此中国的进口食品销售额逐年递增。随着中国电子商务的发展和成熟，网络平台成为进口食品销售最主要的平台，80、90后这一巨大消费群体偏好进口食品及网络购物的消费特性，使得中国进口食品网络销售市场发展潜力巨大。但必须看到中国进入WTO后国内的消费市场已经开放，外国食品公司或代理商一直对中国的进口食品市场虎视眈眈，时机成熟的情况下必将亲自经营中国进口食品市场；外资大商场也逐步试水网络销售，进口食品必然是其先试行的商品之一；中国国内食品企业也在蓄力雄起，欲夺回被进口食品抢占的市场份额，网络销售也是这类企业经营的重点。可以预见，，中国进口食品的网络销售市场竞争会越来越激烈同时同质化的现象也越来越明显，因此中国的中小型进口食品网络销售商有必要制定符合自身的网络营销战略体系，才能在竞争中取得更高的利润。本文将基于福建特别是厦门的进口食品网络营销市场，以厦门AB进口食品公司为例，通过分析公司内部的资源得出公司开展网络营销的优势、劣势；运用PEST法分析公司所处的宏观环境、波特五力模型法分析公司所处的行业环境得出公司经营网络营销所面临的机会、威胁并运用SWOT矩阵战略匹配法，得出公司网络营销战略备选，最终以QSPM矩阵对备选战略进行选择；并结合进口食品网络销售特点，提出公司现阶段应采用7P+2R的网络营销策略组合，为厦门AB进口食品公司开展网络营销提供决策参考。
[Abstract]:With the development of China's economy and the improvement of the education level of the people, the consumption concept and habits of the masses are gradually changing. The imported food is no longer a luxury but a product that can be consumed by the public. Many domestic food safety problems have erupted in recent years, which makes consumers more inclined to buy imported food, so the sales of imported food in China are increasing year by year. With the development and maturity of e-commerce in China, The Internet platform has become the most important platform for food import sales, which is a huge consumer group which prefers the consumption characteristics of imported food and online shopping, which makes the development potential of China's imported food online marketing market huge. But we must see that China's domestic consumer market has been opened after China's entry into WTO, foreign food companies or agents have been eyeing China's import food market. Large foreign-funded shopping malls are also gradually experimenting with network sales, and imported food must be one of the commodities it first tried out. Chinese food enterprises are also building up to regain the market share seized by imported food. Internet sales are also the focus of this kind of business. It can be predicted that the competition in the online sales market for imported food products in China will be more and more intense and the phenomenon of homogeneity is becoming more and more obvious. Therefore, it is necessary for China's small and medium-sized imported food network sellers to formulate their own network marketing strategy system in order to obtain higher profits in the competition. This article will be based on Fujian, especially Xiamen import food network marketing market, take Xiamen AB import food company as an example, through the analysis of the internal resources of the company to develop the advantages and disadvantages of network marketing; Using the PEST method to analyze the macro environment of the company, Porter's five-force model method to analyze the industry environment of the company, to draw the opportunity of the company's network marketing, to threaten and to use the SWOT matrix strategy matching method. It is concluded that the network marketing strategy of the company is alternative, and finally the alternative strategy is selected by QSPM matrix, and combined with the characteristics of the network sales of imported food, the company should adopt the network marketing strategy combination of 7P2R at the present stage. For Xiamen AB import food company to carry out network marketing to provide decision-making reference.
【学位授予单位】：华侨大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.82;F274

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