北京SZY公司牛肉项目市场定位策略研究

发布时间：2017-12-31 01:25

本文关键词：北京SZY公司牛肉项目市场定位策略研究　出处：《中国科学院大学(中国科学院工程管理与信息技术学院)》2017年硕士论文　论文类型：学位论文

【摘要】：随着我国经济发展和人们生活水平的提高,对牛肉类食品的需求越来越旺盛,牛肉类食品项目不断上马,既满足了市场需求,也给食品企业带来了利润。但与此同时,国家对食品安全的监管越来越严格,牛肉类食品的市场竞争也愈加激烈,市场上大量存在的牛肉项目市场定位缺失,项目盲目定位的问题已严重制约着牛肉类食品项目的快速发展,因此,如何科学、合理地对牛肉食品项目进行市场定位,不仅直接关系到牛肉项目的成败,也影响到牛肉类食品企业市场竞争力和长远发展,这方面的研究,显得迫切而必要。本文进行北京SZY公司牛肉项目市场定位策略的研究,基于项目管理的角度,运用文献研究法、访谈研究法、定量和定性相结合分析法、案例分析法等,对牛肉类食品项目定位问题进行探索,首先在食品项目市场定位相关研究成果的基础上,采用文献调研法、访谈调研法等对北京食品行业肉类项目市场定位的现状及存在的问题进行分析,指出项目市场定位失败的主要问题是市场定位问题;其次,结合北京SZY公司牛肉项目的实际,运用PEST模型以及波特五力模型探讨牛肉项目投资的宏观环境和产业环境,揭示其面临的机会、威胁以及竞争力,在此基础上,通过对牛肉项目的市场细分,选定目标市场,进而对牛肉项目产品进行市场定位,并采用模糊综合评价法对项目定位情况进行评价分析,然后用SZY牛肉项目实际运用情况做效果验证;最后,针对牛肉项目市场定位的评价情况,给出加强SZY牛肉项目市场定位的对策建议。基于此,作者完成的主要工作包括:(1)提出牛肉项目市场定位失败的主要问题是市场定位问题;(2)构建牛肉项目市场定位策略及评价模型;(3)对北京SZY公司牛肉项目市场定位进行验证分析。本文研究认为,针对牛肉项目市场定位的现状及问题,通过模糊综合评价法构建的牛肉项目市场定位评价模型,能够实现对牛肉项目市场定位的科学评价,据此提出的策略有助于加强和完善牛肉项目的市场定位。本文研究,不仅对食品项目的市场定位研究进行了有益探索,也将为北京SZY公司牛肉项目市场定位提供参考,以确保该公司牛肉项目的成功运营,同时也可以为其它类似项目进行市场定位研究提供借鉴。
[Abstract]:With the development of Chinese economy and the improvement of people's living standard, the demand for beef food is more and more vigorous. But at the same time, the national regulation of food safety is becoming more and more strict, beef food market competition is becoming more and more fierce, and a large number of beef items in the market lack of market positioning. The problem of blind positioning has seriously restricted the rapid development of beef food projects. Therefore, how to scientifically and reasonably position beef food projects is not only directly related to the success or failure of beef projects. It also affects the market competitiveness and long-term development of beef food enterprises. This study is urgent and necessary. This paper studies the market positioning strategy of beef projects in Beijing SZY Company. Based on the perspective of project management, using literature research, interview research, quantitative and qualitative analysis, case analysis, etc., to explore the positioning of beef food items. First of all, on the basis of the related research results of food project market positioning, the status quo and existing problems of meat project market positioning in Beijing food industry are analyzed by the methods of literature research and interview investigation. It is pointed out that the main problem of the failure of project market positioning is market positioning. Secondly, combined with the reality of beef project of Beijing SZY Company, using PEST model and Porter's five Force Model to explore the macro environment and industrial environment of beef project investment, to reveal the opportunities it faces. Threat and competitiveness, on this basis, through the market segmentation of beef projects, select the target market, and then the beef project products market positioning. And the fuzzy comprehensive evaluation method is used to evaluate and analyze the positioning of the project, and then the actual use of SZY beef project is used to verify the results. Finally, according to the evaluation of beef project market positioning, the countermeasures and suggestions to strengthen the market positioning of SZY beef project are given. The main work accomplished by the author includes: (1) proposing that the main problem of the failure of market positioning of beef projects is the problem of market positioning; 2) constructing market positioning strategy and evaluation model of beef project; This paper analyzes the status quo and problems of beef project market positioning in Beijing SZY Company. Through the fuzzy comprehensive evaluation method, the market positioning evaluation model of beef project can be constructed, which can realize the scientific evaluation of beef project market positioning. The proposed strategy is helpful to strengthen and improve the market positioning of beef projects. This study not only makes a beneficial exploration on the market positioning of food items. It will also provide reference for Beijing SZY beef project market positioning to ensure the successful operation of the company beef project, but also for other similar projects to provide reference for market positioning research.
【学位授予单位】：中国科学院大学(中国科学院工程管理与信息技术学院)
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F324

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