宁夏北方乳业有限公司营销策略研究

发布时间：2018-06-21 07:42

本文选题：宁夏 + 乳制品　；参考：《宁夏大学》2014年硕士论文

【摘要】：宁夏乳品加工业起步较晚,整体生产水平偏低、产品结构单一。主要产品以液态奶为主,奶油、干酪等深加工、高科技、高附加值的产品相对较少,乳制品业发展态势不容乐观。国内许多著名品牌的相继进入,挤占了灭菌奶等常见乳制品的绝大部分市场,市场竞争空前激烈。由此可以看出,宁夏乳制品生产水平与国内其他知名乳制品企业存在着巨大差距,这与宁夏畜牧业大区的地位极不相称,所以发展宁夏乳制品加工业已到了刻不容缓的地步。本文在市场营销理论的指导下,运用相关工具,对宁夏的奶业进行分析,对宁夏北方乳业的营销进行研究,从北方乳业所处的内外部环境,产品、价格、销售渠道、以及促销组合策略等各方面做出系统性的分析,本文中最重要的是把企业中营销的策略和手段用市场营销的理论加以分析,希望通过此次研究,使北方乳业能够发现营销环节中存在的问题,并积极改进提高,发挥自身企业的优势,创造更大的利润。
[Abstract]:Ningxia dairy processing industry started late, the overall production level is low, the product structure is single. The main products are liquid milk, cream, cheese and other deep processing, high-tech, high value-added products relatively less, dairy industry development situation is not optimistic. With the entry of many famous brands in China, most of the common dairy products, such as sterilized milk, have been crowded out, and the competition in the market is fiercer than ever. It can be seen that there is a huge gap between Ningxia dairy products production level and other well-known dairy enterprises in China, which is not commensurate with the status of Ningxia animal husbandry region, so the development of Ningxia dairy processing has reached the point of urgency. Under the guidance of marketing theory, this paper analyzes the dairy industry in Ningxia with relevant tools, studies the marketing of dairy industry in the north of Ningxia, and studies the internal and external environment, products, prices, sales channels of the dairy industry in the north of Ningxia. In this paper, the most important thing is to analyze the marketing strategy and means in the enterprise with the theory of marketing. I hope that through this study, So that the northern dairy industry can find the problems in the marketing links, and actively improve and improve, give play to their own advantages, create greater profits.
【学位授予单位】：宁夏大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.82

【参考文献】