完达山婴幼儿奶粉营销对策研究

发布时间：2018-06-22 17:47

本文选题：婴幼儿奶粉 + 营销策略　；参考：《内蒙古财经大学》2014年硕士论文

【摘要】：完达山婴幼儿奶粉在国内城市中占有较大市场份额，在这背后是它拥有的优质奶源和高超制奶技术。由于国内外一系列奶粉安全事件的影响，国内奶粉的品质开始受到广大奶粉客户的怀疑，纷纷投向国外品牌。完达山当前在奶粉市场上的主要产品是婴幼儿奶粉，也有适应于其他年龄的奶粉。最近这些年来，发生的重大奶粉安全事件对完达山的销售产生了重要影响。婴儿对于营养配方和奶粉制作技术要求更高，所以如果稍有差池就会出现重大负面影响，也可能会给品牌带来显著不良影响。目前，完达山奶粉在市场上实现快速发展的同时，也面临着市场营销方面的一些问题，本文对完达山婴幼儿奶粉的市场环境、营销策略及改进对策进行了分析。首先，结合所学的市场营销理论，通过查阅大量相关文献，对中国婴儿奶粉行业分析。其次，总结出婴儿奶粉特点，使用SWOT工具对这一品牌营销中面临的优势、劣势等进行深入分析，同时针对完达山奶粉在日常营销中的情况进行分析，，主要是找出其营销方法中的不足。通过恰当的定位策略，提出改进营销工作的思路和方法，以提高市场份额，提升竞争力。
[Abstract]:Wandashan infant milk powder occupies a large market share in domestic cities, behind which it has high quality milk source and excellent milk making technology. As a result of a series of domestic and foreign milk powder safety incidents, the quality of domestic milk powder began to be suspected by the majority of milk powder customers, one after another to foreign brands. Wandashan's current milk powder market is infant milk powder, but also suitable for other ages of milk powder. In recent years, major milk powder safety incidents have had an important impact on the sale of Wanda Mountain. Babies are more demanding for nutrition and milk powder making techniques, so a slight difference could have a significant negative impact and could have a significant negative impact on the brand. At present, Wandashan milk powder is developing rapidly in the market, but it is also facing some problems in marketing. This paper analyzes the market environment, marketing strategy and improvement countermeasures of Wandashan infant milk powder. First of all, combined with the marketing theory, through consulting a large number of relevant literature, China's infant milk powder industry analysis. Secondly, summarize the characteristics of infant milk powder, use SWOT tools to analyze the strengths and weaknesses of the brand marketing, and analyze the situation of Wandashan milk powder in the daily marketing. It is mainly to find out its marketing method in the insufficiency. Through proper positioning strategy, this paper puts forward some ideas and methods to improve marketing work in order to increase market share and enhance competitiveness.
【学位授予单位】：内蒙古财经大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.82;F274

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