华丰干脆面营销策略研究
发布时间：2018-10-12 20:13
【摘要】：金光食品中国珠海华丰食品有限公司曾经是中国工业五百强，80年代末上市的华丰三鲜方便面曾经销量占据全国第一。企业从80年代年的辉煌一时经营到现在萎靡不振，市场占有率由当年最高峰的90%下降到现在的3%。2005年，华丰重振干脆面市场，成为干脆面面市场的领导品牌。现今干脆面市场已经进入成熟期，产品同质化严重，危机重重。本文试图通过此案例分析研究，找出公司干脆面营销现状的问题点，试图为其制定一套行之有效的市场营销策略，以寻求公司突破，整体快速发展。 论文依据菲利普．科特勒的营销管理理论，据市场整体环境以及企业内部自身的环境体系，通过对目标消费者的消费者行为进行调查研究，结合韦里克提出的SWOT分析法，结合杰罗姆·麦卡锡的“４P”理论，解析华丰公司干脆面营销目前存在的问题，针对现有营销问题提出相应的改善建议，从而制定详尽的营销组合策略以及相应的执行落实措施。 通过这些建议的落地执行，希望能帮助华丰公司充分发挥好自己优势，不断改进自己的不足，摆脱公司在市场上的困境。激烈的市场环境下，企业面临的外部环境是不断变化的，所以相应的营销策略也应依据市场实际变化发展做及时的因应调整，，这样才能对企业发展真正有利，不断超越竞争对手，实现企业的发展宏图。
[Abstract]:Jinguang Foods China Zhuhai Huafeng Foods Co., Ltd. was once the top 500 industry in China, and Huafeng three fresh instant noodles, which were listed in the late 1980s, once occupied the first place in the country. From the splendor of the 1980s to the present malaise, the market share dropped from 90% of the peak in that year to 3.2005. Huafeng revived the market and became the leading brand in the market. Now simply face the market has entered a mature period, product homogenization is serious, crisis. This paper tries to find out the problems of the company's marketing situation through this case study, and try to make a set of effective marketing strategy for it, in order to seek the breakthrough of the company and the rapid development of the company as a whole. According to Philip Kotler's marketing management theory, according to the overall market environment and the internal environment system of the enterprise, through the investigation and research on the consumer behavior of the target consumers, combined with the SWOT analysis method proposed by Verick. Combined with Jerome McCarthy's "4p" theory, this paper analyzes the existing problems in Huafeng Company's marketing, and puts forward corresponding suggestions for improving the existing marketing problems. In order to develop a detailed marketing mix strategy and the corresponding implementation measures. Through the implementation of these suggestions, we hope to help Huafeng to give full play to its own advantages, constantly improve its own shortcomings, and get rid of the company's predicament in the market. Under the fierce market environment, the external environment that the enterprise faces is constantly changing, so the corresponding marketing strategy should also make timely response adjustment according to the actual market changes, so that it can be truly beneficial to the development of the enterprise. Constantly surpass the competition, realize the enterprise's development grand plan.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.82
本文编号：2267451
[Abstract]:Jinguang Foods China Zhuhai Huafeng Foods Co., Ltd. was once the top 500 industry in China, and Huafeng three fresh instant noodles, which were listed in the late 1980s, once occupied the first place in the country. From the splendor of the 1980s to the present malaise, the market share dropped from 90% of the peak in that year to 3.2005. Huafeng revived the market and became the leading brand in the market. Now simply face the market has entered a mature period, product homogenization is serious, crisis. This paper tries to find out the problems of the company's marketing situation through this case study, and try to make a set of effective marketing strategy for it, in order to seek the breakthrough of the company and the rapid development of the company as a whole. According to Philip Kotler's marketing management theory, according to the overall market environment and the internal environment system of the enterprise, through the investigation and research on the consumer behavior of the target consumers, combined with the SWOT analysis method proposed by Verick. Combined with Jerome McCarthy's "4p" theory, this paper analyzes the existing problems in Huafeng Company's marketing, and puts forward corresponding suggestions for improving the existing marketing problems. In order to develop a detailed marketing mix strategy and the corresponding implementation measures. Through the implementation of these suggestions, we hope to help Huafeng to give full play to its own advantages, constantly improve its own shortcomings, and get rid of the company's predicament in the market. Under the fierce market environment, the external environment that the enterprise faces is constantly changing, so the corresponding marketing strategy should also make timely response adjustment according to the actual market changes, so that it can be truly beneficial to the development of the enterprise. Constantly surpass the competition, realize the enterprise's development grand plan.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.82
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本文编号：2267451
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