S乳业保鲜奶长沙市场营销策略研究

发布时间：2018-07-29 06:30

【摘要】：中国的液态奶市场经历了近二十年的高速增长,消费者对牛奶的营养知识和饮用方法了解越来越全面,消费理念越来越成熟。2008年以来,我国政府对保鲜奶的营养进行了积极宣传,保鲜奶的销量逐年增长,地方性保鲜奶乳品企业迎来了一个较好的发展时期。S乳业公司是江西省最大的保鲜奶生产企业,控制了江西省绝大部分的鲜奶资源,送奶到户业务和专卖店渠道的发展在江西保鲜奶市场遥遥领先,在全国的同行业中有较强的影响力。公司多年的快速发展积累了充足的人力和物力,具备向临近的潜力市场发展的能力。本文以S乳业公司作为研究对象,综合运用营销理论和其它相关学科的知识,结合自己在S乳业销售工作的实践经验,分析制定S乳业公司发展长沙市场的营销策略。首先,论文在对S乳业公司发展长沙市场的内部条件和外部环境进行系统分析的基础上,确定进入长沙的中高端市场、中老年人和儿童市场以及酒店消费市场,并认为其市场定位是“送到家中的最好瓶装鲜牛奶”。接着,论文制定了S乳业公司发展长沙市场的产品策略、价格策略、渠道策略、促销策略。最后,论文提出了营销策略实施的保障措施:第一,组建营销队伍,加强人员培训,制定以增量为导向的薪酬体系;第二,强化目标管理和过程控制。
[Abstract]:China's liquid milk market has experienced rapid growth for nearly two decades. Consumers have more and more comprehensive knowledge of the nutrition and drinking methods of milk, and the consumption concept has become more and more mature. The Chinese government actively propagandized the nutrition of fresh milk, and the sales volume of fresh milk increased year by year. The local fresh milk dairy enterprise ushered in a better development period. S dairy industry company is the largest fresh milk production enterprise in Jiangxi province. It controls most of the fresh milk resources in Jiangxi Province. The development of milk delivery business and specialty store channel is far ahead in the market of fresh milk in Jiangxi Province and has strong influence in the same industry in the whole country. The company has accumulated sufficient manpower and material resources for years of rapid development and has the ability to develop to the near potential market. This article takes S Dairy Company as the research object, synthetically uses the marketing theory and other related discipline knowledge, unifies own practice experience in the S Dairy sales work, analyzes and formulates the S Dairy Company to develop the Changsha market marketing strategy. First of all, on the basis of systematic analysis of the internal conditions and external environment of S dairy company to develop Changsha market, the paper determines to enter the middle and high-end market of Changsha, the middle and old age and children market and the hotel consumption market. It is believed that its market position is "the best bottle of fresh milk to the home." Then, the paper formulates the product strategy, price strategy, channel strategy and promotion strategy of S Dairy Company to develop Changsha market. Finally, the paper puts forward the safeguard measures of the implementation of marketing strategy: first, to set up the marketing team, to strengthen the training of personnel, and to formulate an incremental salary system; second, to strengthen the objective management and process control.
【学位授予单位】：南昌大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F274;F426.82

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