华欧特级初榨橄榄油的市场定位研究

发布时间：2017-12-31 03:17

本文关键词：华欧特级初榨橄榄油的市场定位研究　出处：《西南科技大学》2017年硕士论文　论文类型：学位论文

【摘要】：本论文的研究对象是四川华欧油橄榄开发有限公司的华欧特级初榨橄榄油。作为公司的主打产品,华欧特级初榨橄榄油的销售业绩与公司发展息息相关,面对当前竞争不断加剧的橄榄油销售市场,如何对公司产品进行市场定位,令其在消费者心目中留下深刻印象,从而在众多商家品牌中脱颖而出,显得尤为重要。但是,至今华欧橄榄油产品仍缺乏明确的定位,既不利于其现有的市场营销,也妨碍其未来的发展。论文通过大量调研及资料查阅,分析橄榄油产业宏观环境和行业环境,并利用SWOT方法对华欧公司进行分析,阐述了公司在科研实力、自有种植基地、荣誉资质等方面具有优势,并具有市场潜力大、政府资源支持、绿色健康成为消费共识的有利机会,存在销售渠道单一,产品线单一,生产规模不大等劣势,以及国外知名品牌进入成都、绵阳市场和潜在竞争者较多的威胁。通过研究橄榄油市场,进行市场细分和目标市场选择,从而形成了华欧特级初榨橄榄油的市场定位方案。通过对比行业竞争者的市场定位,采取避强定位(占领空档)的定位方法,进行集中性营销,试图将华欧特级初榨橄榄油定位于“专属东方人的健康橄榄油”,将销售的重点首先集中于四川省内各地市州及经济发展较好的县、区中的中高端消费人群,并以此为基础向周边省份扩展。同时围绕市场定位及定位的实现,加大宣传力度和改进营销策略,对销售渠道和产品线进行再布局,并对产品进行重新包装和定价,由此推动华欧橄榄油在市场中占据有利位置,实现持续盈利。
[Abstract]:The research object of this thesis is the first virgin olive oil of Sichuan Hua-ou Olive Olive Development Co., Ltd. As the main product of the company, the sales performance of the first virgin olive oil is closely related to the development of the company. In the face of the increasingly competitive olive oil sales market, how to market the company's products, so that it leaves a deep impression in the minds of consumers, so as to stand out in many business brands. However, China and Europe olive oil products still lack a clear positioning, which is not conducive to its existing marketing, but also hinders its future development. This paper analyzes the macroscopical environment and industry environment of olive oil industry, and analyzes the Chinese and European companies by SWOT method, and expounds the advantages of the company in scientific research strength, its own planting base, its honorary qualification and so on. And has the market potential, the government resources support, the green health becomes the consumption consensus advantageous opportunity, the existence sale channel is single, the product line is single, the production scale is not big, and the foreign well-known brand enters Chengdu. Mianyang market and potential competitors more threats. Through the study of olive oil market, market segmentation and target market selection. By comparing the market positioning of competitors in the industry, we adopt the positioning method of avoiding the strong position (occupying the gap) to carry on the centralized marketing. This paper tries to position the extra virgin olive oil in China and Europe as "healthy olive oil for the oriental", and focuses on the middle and high end consumers in the prefectures and counties of Sichuan province and the counties with better economic development. And on this basis to expand to the surrounding provinces. At the same time around the market positioning and the realization of positioning, increase publicity and improve marketing strategies, sales channels and product lines for re-layout. And repackage and price the products, thus driving China and Europe olive oil in the market to occupy a favorable position, achieve sustained profitability.
【学位授予单位】：西南科技大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F323.7;F274

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