泰和食品四川市场营销策略研究

发布时间：2018-06-19 11:54

本文选题：泰和食品 + 四川市场　；参考：《广西大学》2014年硕士论文

【摘要】：民以食为天,随着我国国民经济的快速发展,人们可支配收入的增加,消费能力的提高,对日常食品的需求也日益增多,食品行业特别是方便食品已成为中国最有潜力的行业之一。泰和食品2006年进入四川市场,经过几年的市场运做取得了一些成绩,建立了相对完善的销售网络及服务体系,但因四川人口众多市场容量大,历来是各厂家必争之地,大品牌众多,中小企业数量更是惊人,市场竞争异常激烈,泰和食品如何依据市场状况制定合理有效的营销策略,继续扩大四川市场份额,面临着许多考验及挑战。本文分析了泰和冲调方便食品的行业情况,并参考了部分专家学者对相关食品的研究成果,通过了解泰和食品在四川市场的营销现状,分析了其所处四川市场的政治法律、经济、渠道、行业竞争等宏观、微观环境,然后运用SWOT方法探讨了泰和食品的优劣势及发展机遇,运用STP分析法对泰和食品四川市场进行细分,确定核心消费群体,并对其在四川市场进行定位,在此基础上有针对性地提出改进方案,建议泰和食品如何完善在产品、价格、渠道、促销等方面的营销策略,并提出了泰和食品四川市场营销策略实施的保障措施,期望通过一系列营销策略的改进实施,来扩大泰和食品在四川的市场占有率,提高企业的战斗力,在四川市场开辟更广阔的一片天地。
[Abstract]:With the rapid development of our national economy, with the increase of disposable income and consumption ability, the demand for daily food is increasing day by day. The food industry, especially convenience food, has become one of the most promising industries in China. Taihe Foods entered the Sichuan market in 2006. After several years of market operation, it has made some achievements and established a relatively perfect sales network and service system. However, because of the large market capacity of Sichuan Province, it has always been a necessary place for all manufacturers. There are many big brands, the number of small and medium-sized enterprises is amazing, the market competition is extremely fierce, Taihe Food how to make reasonable and effective marketing strategy according to the market situation, continue to expand the market share of Sichuan, facing many tests and challenges. This paper analyzes the situation of Taihe Instant Food Industry, and refers to the research results of some experts and scholars on the related food, through understanding the marketing situation of Taihe Foods in Sichuan market, and analyzes the political law of the Sichuan market where Taihe Food is located. The macro and micro environment, such as economy, channel, industry competition, etc., then using SWOT method to discuss the advantages and disadvantages of Taihe food and its development opportunities, using STP analysis to segment the market of Taihe food in Sichuan to determine the core consumer group. On the basis of the positioning in Sichuan market, the author puts forward the improvement plan, and suggests how to improve the marketing strategy of Taihe Food in the aspects of product, price, channel, promotion and so on. It also puts forward the safeguard measures for the implementation of the marketing strategy of Taihe Foods in Sichuan, hoping that through the improvement and implementation of a series of marketing strategies, it will expand the market share of Taihe Foods in Sichuan and increase the combat effectiveness of enterprises. In Sichuan market opens up a broader world.
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.82

【参考文献】