基于4C理论的HF食品有限公司营销策略研究

发布时间：2018-05-10 06:20

  本文选题：HF食品有限公司 + 4C理论　； 参考：《沈阳农业大学》2017年硕士论文

【摘要】：从40年前餐桌上的"逢年过节硬菜"到今天餐桌上的"家常便菜",畜禽食品正逐渐成为城乡居民日常就餐必不可少的副食品。据统计2015年我国肉类产量8706.74万吨,成为世界最大畜禽产品生产国,我国不仅肉类生产总量较高,肉类消费需求也相当高。国际食物政策研究所发布的《2016全球粮食政策报告》,指出中国人均每年肉类消费量59千克,是世界平均消费水平的2倍。人们饮食结构中肉类比例的上升,带动了畜禽业的发展,截止2015年数据显示,全国规模以上畜禽加工企业4864家,行业竞争日趋激烈。随着城乡居民生活节奏的加快,繁忙的工作、频繁的交际,对食品方便、快捷、卫生、营养等方面要求也越来越高,速冻食品的出现顺应了时代的需求,人们生活中开始出现越来越多的速冻类食品。速冻食品主要分为速冻畜禽类、速冻水产类、速冻果蔬类、速冻调理类。我国速冻食品市场规模持续快速增长,从2004年的45.66亿元,上升到2014年的649.81亿元,年复合增长率达到30.42%。尤其是速冻调理类食品,由于它种类丰富、口味多变的特点,深受消费者喜爱,也逐渐成为食品企业的关注热点。食品企业为了能够在激烈的市场竞争中取得经济增长与市场拓展,都在结合企业自身情况,开发新产品、不断完善营销策略。HF食品有限公司创建于2011年,市场从无到有,迅速发展,业务范围覆盖东北三省。在竞争激烈的行业背景下,为促进HF食品有限公司加大市场份额、实现经营目标与可持续发展,了解HF食品的消费者需求尤为重要。本文以HF食品有限公司为研究对象,结合调研问卷数据加以分析。本文主要分为六部分,第一部分为绪论,介绍研究背景、内容及研究方法等;第二部分为相关概念界定与文献综述;第三部分,具体介绍HF公司发展情况,包括基本情况介绍与营销现状;第四部分,通过问卷设计与基本情况分析,了解消费者对速冻调理食品的购买偏好、影响因素等;第五部分,运用4C理论,针对HF食品,从顾客价值、成本、便利性、沟通四个方面进行调查分析;第六部分,从企业角度出发提出产品、价格、渠道、促销四个方面的营销策略优化建议,为HF公司了解公司营销现状,将更好的产品、更细致的服务提供给消费者,提供调研数据参考和借鉴。
[Abstract]:From the "hard food" on the dinner table 40 years ago to the "home-cooked dish" on the dinner table today, livestock and poultry food is gradually becoming an essential non-staple food for urban and rural residents to eat daily. According to statistics, China's meat output in 2015 was 87.0674 million tons, becoming the world's largest producer of livestock and poultry products. China not only has a high total meat production, but also has a high demand for meat consumption. The 2016 Global Food Policy report, released by the International Food Policy Research Institute, points out that China's per capita meat consumption is 59 kg per year, twice the world average. The increase of meat proportion in people's diet structure has led to the development of livestock and poultry industry. As of 2015, there are 4864 livestock and poultry processing enterprises in China, and the competition in the industry is becoming more and more fierce. With the quickening pace of life of urban and rural residents, the busy work, frequent communication, the requirement of food convenience, quickness, hygiene, nutrition and so on, the appearance of frozen food conforms to the needs of the times. There are more and more frozen foods in people's lives. Frozen food is mainly divided into frozen livestock and poultry, frozen aquatic products, frozen fruits and vegetables, frozen conditioning. The scale of China's quick-frozen food market continues to grow rapidly, from 4.566 billion yuan in 2004 to 64.981 billion yuan in 2014, with an annual compound growth rate of 30.42 million yuan. In particular, quick-frozen conditioning food, because of its rich variety, the characteristics of changing taste, deeply loved by consumers, but also gradually become the focus of attention of food enterprises. In order to achieve economic growth and market expansion in the fierce market competition, food enterprises are developing new products in the light of their own conditions, continuously perfecting marketing strategy .HF Food Co., Ltd., founded in 2011. Rapid development, business coverage of the three northeast provinces. Under the background of fierce competition, it is very important to understand the consumer demand of HF food in order to promote HF Food Co., Ltd. To increase market share, achieve business objectives and sustainable development. In this paper, HF Food Co., Ltd. as the research object, combined with questionnaire data to analyze. This paper is divided into six parts, the first part is the introduction, the research background, content and research methods; the second part is the definition of related concepts and literature review; the third part, introduce the development of HF company, The fourth part, through questionnaire design and basic situation analysis, to understand consumers' purchasing preference and influencing factors of quick-frozen conditioners. Part five, using 4C theory, aimed at HF foods. From the customer value, cost, convenience, communication four aspects of the investigation and analysis; part VI, from the point of view of the enterprise, put forward four aspects of the product, price, channel, promotion of four aspects of marketing strategy optimization recommendations, For HF company to understand the company's marketing situation, better products, more detailed services to consumers, to provide research data reference and reference.
【学位授予单位】：沈阳农业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.82
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本文编号：1868172