宁夏厚生记食品有限公司营销策略研究

发布时间：2018-11-20 05:29

【摘要】：宁夏厚生记食品有限公司是一家专业化生产加工宁夏当地优势特色农产品的大型清真食品生产企业。目前,公司拥有先进的生产设备,员工1000多人,占地16779.36平方米。公司主要生产以“厚生记”为品牌的乡村豆、乡间豆、怪味豆、香瓜子、核桃、开心果、膨化食品等休闲食品和枸杞、枸杞能量饮品。众所周知,宁夏厚生记食品有限公司是一家生产加工宁夏当地优势特色农产品的大型清真食品生产企业,也是国家级农业产业化重点龙头企业,拥有中国驰名商标“厚生记”。但是这样的大企业在市场中保持良好的竞争力也并非易事,在市场同质化、竞争日益加剧的环境下,“厚生记,,也面临着营销观念、营销战略与策略变革的严峻考验。本文所研究的营销策略涉及到品牌管理学、市场营销学、组织行为学、公共关系学、传播学等方面理论,涵盖面广泛,理论知识丰富。上述理论在营销策略的制定中某些方面发挥着重要的作用,用于指导市场营销活动。本文通过运用市场营销相关理论,以“厚生记”为切入点,通过对其营销环境的分析,充分了解其所处营销环境的复杂性和未来发展的多种可能,对营销现状进行分析,掌握影响消费者购买行为的各种因素,找出营销中存在的问题。通过借鉴国内外企业的成功营销经验,为其制定营销策略,使其价格策略、产品策略、促销策略、渠道策略形成一个有机的整体,使“厚生记”在食品市场竞争的营销环境中,扬长避短,提高自身的竞争力并不断加强优势所要做出的营销策略实施上的改进。最后总结通过对“厚生记”的实证分析所得到的对于该公司营销策略制定的启示,对公司高层决策提供一些参考依据,准确迅速地解决目前存在的问题,使企业可以更加高效的配置资源,最终实现企业的成功和可持续的发展。
[Abstract]:Ningxia Housheng Ji Food Co., Ltd. is a professional production and processing of local characteristics of local agricultural products in Ningxia a large halal food production enterprises. At present, the company has advanced production equipment, more than 1000 employees, an area of 16779.36 square meters. The company mainly produces rural beans, country beans, odorous beans, fragrant melon seeds, walnuts, pistachios, puffed foods and energy drinks such as wolfberry and wolfberry. As we all know, Ningxia Housheng Ji Food Co., Ltd. is a large halal food production enterprise which produces and processes Ningxia's local advantages and characteristic agricultural products. It is also a national key leading enterprise of agricultural industrialization and has the well-known trademark "Housheng Ji" in China. However, it is not easy for such large enterprises to maintain good competitiveness in the market. Under the environment of homogenization of the market and increasing competition, Hou Sheng Ji is also facing the severe test of the change of marketing concept, marketing strategy and strategy. The marketing strategies studied in this paper are related to the theories of brand management, marketing, organizational behavior, public relations, communication and so on. The above theory plays an important role in the formulation of marketing strategy and is used to guide marketing activities. Based on the theory of marketing, this paper analyzes the current situation of marketing through the analysis of its marketing environment, the complexity of its marketing environment and the possibility of its future development. Grasp the factors that affect consumer purchasing behavior and find out the problems in marketing. By using the successful marketing experience of domestic and foreign enterprises for reference, we can make marketing strategies for them, make them form an organic whole, such as price strategy, product strategy, promotion strategy and channel strategy, and make "Hou Sheng Ji" in the marketing environment of food market competition. The improvement of marketing strategy should be made in order to enhance the competitive power and strengthen the advantage. Finally, through the empirical analysis of "Hou Sheng Ji", the enlightenment to the company's marketing strategy formulation is summarized, which provides some reference basis for the company's senior decision-making, and solves the existing problems accurately and quickly. So that enterprises can allocate resources more efficiently, and finally realize the success and sustainable development of enterprises.
【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】：F426.82;F274

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