A休闲食品企业营销发展策略研究
发布时间：2018-09-04 07:14
【摘要】：随着我国国民经济持续快速的增长，人均收入不断的提高，并且城市化进程的速度也在加快，老百姓对高品质生活的追求不断提高。目前，老百姓对休闲生活要求也在日益增强，发展休闲食品行业也是在所必然。老百姓对休闲食品的喜爱和推崇已经成为了人们时尚生活的一部分。但是，随着休闲食品行业的迅速发展，，国内休闲食品相关的制度还不完善，比如对此企业的规模或资质上的制度还不太规范，很多休闲食品企业还处于弱势地位。 本论文以A休闲食品企业的营销发展策略为研究对象。首先在分析A公司发展情况、A公司人力资源状况、A公司财务情况的基础上，对A公司营销发展面临的外部环境和内部条件进行了详细的分析。认为公司面临的外部环境优势是我国经济发展平稳，人民的收入水平得到了提高，并且，我国休闲食品行业正处于高速发展阶段。 接着本文分析了A公司STP战略。A公司以EJR品牌进行产品市场定位；以上海市为重点核心市场，以华东区的山东省、浙江省、安徽省、江苏省、福建省、江西省等省份为A公司的辅助市场；而中年、青年妇女和广大学生是公司休闲食品消费的重要力量。 第三，论文分析了A公司营销组合策略，包括A公司产品策略、A公司价格策略、A公司分销渠道策略以及A公司促销策略等内容。 最后，文章分析了实施营销策略的保障措施，从营造有利于战略实施的企业文化、完善企业组织结构、建立开放型人力资源机制以及建立和完善市场信息反馈机制等方面进行分析。
[Abstract]:With the sustained and rapid growth of our national economy, the per capita income is constantly rising, and the speed of urbanization is also speeding up, the people's pursuit of high-quality life is constantly improving. At present, the people's leisure life requirements are also increasing, the development of snack food industry is also inevitable. People's love and praise of snack food has become a part of people's fashion life. However, with the rapid development of the snack food industry, the domestic snack food related system is not perfect, for example, the scale or qualification of the enterprise system is not very standard, many snack food enterprises are still in a weak position. This thesis takes the marketing development strategy of A snack food enterprise as the research object. Firstly, on the basis of analyzing the development of company A and the financial situation of company A, this paper analyzes the external environment and internal conditions of company A's marketing development in detail. It is believed that the external environmental advantages of the company are the steady economic development of our country, the improvement of the income level of the people, and the high speed development of the snack food industry in our country. Then, this paper analyzes the STP strategy of A Company. A Company carries on the product market positioning with the EJR brand, with Shanghai as the key market, Shandong Province, Zhejiang Province, Anhui Province, Jiangsu Province, Fujian Province in East China as the core market. Jiangxi province and other provinces are the auxiliary market of company A, and middle-aged, young women and students are the important power of the company's consumption of snack food. Thirdly, the thesis analyzes the marketing mix strategy of A company, including A company product strategy, A company price strategy, A company distribution channel strategy and A company promotion strategy, etc. Finally, the article analyzes the safeguard measures to implement the marketing strategy, from creating the enterprise culture that is beneficial to the implementation of the strategy, perfecting the organization structure of the enterprise. To establish an open human resource mechanism and to establish and improve the market information feedback mechanism and so on.
【学位授予单位】：南昌大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.82
本文编号：2221373
[Abstract]:With the sustained and rapid growth of our national economy, the per capita income is constantly rising, and the speed of urbanization is also speeding up, the people's pursuit of high-quality life is constantly improving. At present, the people's leisure life requirements are also increasing, the development of snack food industry is also inevitable. People's love and praise of snack food has become a part of people's fashion life. However, with the rapid development of the snack food industry, the domestic snack food related system is not perfect, for example, the scale or qualification of the enterprise system is not very standard, many snack food enterprises are still in a weak position. This thesis takes the marketing development strategy of A snack food enterprise as the research object. Firstly, on the basis of analyzing the development of company A and the financial situation of company A, this paper analyzes the external environment and internal conditions of company A's marketing development in detail. It is believed that the external environmental advantages of the company are the steady economic development of our country, the improvement of the income level of the people, and the high speed development of the snack food industry in our country. Then, this paper analyzes the STP strategy of A Company. A Company carries on the product market positioning with the EJR brand, with Shanghai as the key market, Shandong Province, Zhejiang Province, Anhui Province, Jiangsu Province, Fujian Province in East China as the core market. Jiangxi province and other provinces are the auxiliary market of company A, and middle-aged, young women and students are the important power of the company's consumption of snack food. Thirdly, the thesis analyzes the marketing mix strategy of A company, including A company product strategy, A company price strategy, A company distribution channel strategy and A company promotion strategy, etc. Finally, the article analyzes the safeguard measures to implement the marketing strategy, from creating the enterprise culture that is beneficial to the implementation of the strategy, perfecting the organization structure of the enterprise. To establish an open human resource mechanism and to establish and improve the market information feedback mechanism and so on.
【学位授予单位】：南昌大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.82
【参考文献】
相关期刊论文 前3条
1 郭鲁芳;休闲消费的经济分析[J];数量经济技术经济研究;2004年04期
2 李海申;谷晓飞;苗绘;;环京津休闲旅游产业带发展中的投融资体制创新研究[J];特区经济;2010年09期
3 何农;;休闲产业的融资方式选择[J];上海商业;2008年08期
本文编号：2221373
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