A公司方便面的市场营销策略研究
发布时间：2018-11-06 13:08
【摘要】：近年来，方便面行业发展较为迅猛，从整个行业看，已形成了寡头垄断的局面。作为本土企业品牌，A公司经过十几年的发展，已经成为集团化公司，目前向全渠道销售发展。但方便面的市场竞争十分激烈，A公司要与众多一线品牌方便面企业竞争，企业的营销策略将十分的重要，而目前A公司在营销方面还存在诸多问题，因此需要对A公司方便面现有的营销现状进行分析、评估，进而找出不足，提出一套适合企业未来发展的营销策略。 本论文通过分析目前方便面行业的状况，从A公司企业自身发展现状出发，通过4p理论，分别从产品、价格、渠道、促销这四方面对A公司市场营销策略进行较深入分析，，再通过分析方便面领导者康师傅的营销策略，进而将A公司与之对比，找寻到A公司与行业内龙头企业的差距，然后结合着方便面整体大环境通过swot对A公司做具体的分析，通过swot分析后会对A公司存在的优势、劣势、所面临的机会和威胁都有明确的了解。然后结合着A公司的4p分析，突出重点的制定A公司未来的营销策略，并使之落地推行，形成一个具有应用意义的营销策略，最后再制定出保障A公司营销策略顺利进行的保障措施。本论文对A公司制定的营销策略为今后方便面企业做出的营销决策提供依据，同时也为快消行业其他企业提供一定的借鉴。
[Abstract]:In recent years, the instant noodle industry has developed rapidly, from the whole industry, has formed the oligopoly situation. As a local brand, company A has become a collectivized company after more than ten years of development. But the market competition of instant noodle is very fierce, A company wants to compete with many first-line brand instant noodle enterprises, the marketing strategy of the enterprise will be very important. But at present, company A still has many problems in marketing. Therefore, it is necessary to analyze and evaluate the present marketing situation of instant noodle in company A, and then find out the shortcomings and put forward a set of marketing strategies suitable for the future development of the enterprise. This paper analyzes the current situation of instant noodle industry, starting from the current situation of the company's own development, through the 4p theory, respectively from the product, price, channel, promotion of the four aspects of the company's marketing strategy for a more in-depth analysis. Then by analyzing the marketing strategy of the instant noodle leader, Master Kang, and then comparing company A with it, we find out the gap between company A and leading enterprises in the industry, and then combine the overall environment of instant noodle to make a concrete analysis of company A through swot. Through swot analysis, there will be a clear understanding of the strengths, weaknesses, opportunities and threats faced by company A. Then combined with the 4p analysis of company A, we focus on making the marketing strategy of company A in the future, and make it go to the ground to carry out, and form a marketing strategy with applied significance. At last, the guarantee measures to ensure A company's marketing strategy are worked out. This paper provides the basis for the marketing decision of the instant noodle enterprises in the future, and also provides some reference for other enterprises in the fast elimination industry.
【学位授予单位】：北京工业大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.82;F274
本文编号：2314372
[Abstract]:In recent years, the instant noodle industry has developed rapidly, from the whole industry, has formed the oligopoly situation. As a local brand, company A has become a collectivized company after more than ten years of development. But the market competition of instant noodle is very fierce, A company wants to compete with many first-line brand instant noodle enterprises, the marketing strategy of the enterprise will be very important. But at present, company A still has many problems in marketing. Therefore, it is necessary to analyze and evaluate the present marketing situation of instant noodle in company A, and then find out the shortcomings and put forward a set of marketing strategies suitable for the future development of the enterprise. This paper analyzes the current situation of instant noodle industry, starting from the current situation of the company's own development, through the 4p theory, respectively from the product, price, channel, promotion of the four aspects of the company's marketing strategy for a more in-depth analysis. Then by analyzing the marketing strategy of the instant noodle leader, Master Kang, and then comparing company A with it, we find out the gap between company A and leading enterprises in the industry, and then combine the overall environment of instant noodle to make a concrete analysis of company A through swot. Through swot analysis, there will be a clear understanding of the strengths, weaknesses, opportunities and threats faced by company A. Then combined with the 4p analysis of company A, we focus on making the marketing strategy of company A in the future, and make it go to the ground to carry out, and form a marketing strategy with applied significance. At last, the guarantee measures to ensure A company's marketing strategy are worked out. This paper provides the basis for the marketing decision of the instant noodle enterprises in the future, and also provides some reference for other enterprises in the fast elimination industry.
【学位授予单位】：北京工业大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.82;F274
【共引文献】
相关期刊论文 前7条
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