“湖南大地”进口食品业务的营销策略研究

发布时间：2018-04-09 03:36

本文选题：PEST分析法　切入点：波特矩阵　出处：《中南大学》2014年硕士论文

【摘要】：摘要：随着世界经济一体化程度的不断加深和国民经济的快速发展,这几年,.人们生活水平得到了大幅度的提高。与此同时,从事进口食品行业的企业在中国也如雨后春笋般迅速发展起来,成为中国食品行业中的一个重要分支。进口食品以其口味新奇、品质上乘、包装精美等优点赢得国人的欢迎和认可,逐渐在中国各大城市的商场和超市站稳脚踝,正在影响和改变着我们的饮食习惯和消费倾向。面对市场前景美好的进口食品行业,依托于长沙金霞保税物流园区的“进口食品交易中心”项目平台,拥有区位优势和政策扶持的“湖南大地”企业希望借此机会由被动转为主动,积极响应和适应“园区”产业布局变化,摆脱目前运营的困境,找到新的业务发展方向。本论文共有4个部分：文章第一章为绪论。这一部分介绍了本文研究背景、意义、目的以及研究方法和思路。文章第二部分为公司营销环境的分析。首先,分别运用PEST分析法和波特五力模型对公司所处外部宏观环境和行业环境进行分析。其次,通过内部盘存和评定,找出企业进入该行业的机会和困难。文章第三章为公司营销发展模式的探讨。通过对本地市场竞争对手营销模式的对比分析,提出了适合公司发展特色的多层次、分阶段的营销模式“超级店+社区店+网点(PC+移动)+物流配送网”。文章最后一个部分,也是最重要的一个章节,在公司营销发展模式的框架下和4Ps理论的指导下,研究并设计出符合公司发展特点的营销方案。
[Abstract]:Abstract: with the deepening of the world economic integration and the rapid development of the national economy, the past few years.People's living standards have been greatly improved.At the same time, the enterprises engaged in the import food industry have sprung up in China and become an important branch of the Chinese food industry.The imported food has won the welcome and recognition of Chinese people for its advantages of novelty, quality and exquisite packaging. It is gradually standing firmly at the shopping malls and supermarkets in major cities in China, which is affecting and changing our eating habits and consumption tendency.In the face of the bright market prospects of the import food industry, relying on the Changsha Jinxia bonded Logistics Park "import food trading center" project platform,Hunan Terra, which has the advantage of location and policy support, hopes to take this opportunity to change from passive to active, respond positively and adapt to the change of industrial layout of "park", get rid of the predicament of operation at present, and find a new direction of business development.This thesis has four parts: the first chapter is the introduction.This part introduces the research background, significance, purpose, research methods and ideas.The second part of the article is the analysis of the marketing environment of the company.Firstly, the external macro environment and industry environment of the company are analyzed by using PEST analysis method and Porter's five-force model.Secondly, through internal inventory and evaluation, to find out the opportunities and difficulties of entering the industry.The third chapter is the discussion of the marketing development mode of the company.Based on the comparative analysis of the marketing models of local competitors, this paper puts forward a multi-level and phased marketing model for the development of the company, which is called "super store community store network (PC mobile) logistics distribution network".The last part of the article, and the most important chapter, under the framework of the company marketing development model and under the guidance of the 4Ps theory, research and design the marketing scheme that accords with the characteristics of the company development.
【学位授予单位】：中南大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F752.61;F426.82

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