中粮“福临门”小包装食糖的营销策略研究

发布时间：2018-01-10 11:10

本文关键词：中粮“福临门”小包装食糖的营销策略研究　出处：《中国农业科学院》2014年硕士论文　论文类型：学位论文

【摘要】：目前，我国糖企大多生产的是硫化糖。截至2013年数据显示，全年国内食糖产量显示，90%都是硫化糖，碳化糖只有10%。碳化糖由于纯净、稳定、不含硫，85%上上要用于医学制药和饮料行业，广大民生所吃的还是以硫化糖为主。食糖产品属于消费者低关心度产品，市场上可以选择的好糖太少，大多数人对硫化糖和碳化糖的概念并不了解。本文针对中粮福临门小包装碳化糖市场表现，对中粮福临门小包装碳化糖产品营销行为和策略进行深入研究，旨在从理论上研究出一条提高企业核心竞争力，吸引更多消费者，扩大市场占有率的道路，创造更多的经济和社会效益。本文的主要研究内容包括：（1）全面梳理了小包装碳化糖的市场现状和未来发展趋势。运用SWOT方法分析了中粮福临门小包装碳化糖的行业环境，全面梳理了小包装碳化糖行业现状，行业的政治、经济、社会文化和人文、市场容量和规模、竞争情况、行业主要使用的营销策略等。在此基础上，总结出了小包装碳化糖行业未来的八大发展趋势。（2）剖析了各种消费者对于小包装碳化糖的购买意愿以及影响因素。本文通过问卷调查的方式，对消费者购买意愿对于储存、品牌、包装、价格、品质、促销、组合以及渠道几个影响因素进行定量分析，，得出主要影响消费者购买意愿的最重要的几个因素，从而指导厂商有针对性地进行成本管理和营销方式设计。（3）提出了改善中粮福临门小包装碳化糖市场营销策略的建议和措施。本文从中粮福临门这一企业微观角度出发，并依据问卷调查及4Ps营销策略理论以及当前小包装碳化糖市场竞争状况和企业自身情况提出可行的产品营销策略和实行措施。分别从产品策略、价格策略、渠道策略及促销策略几方面论证了中粮福临门小包装碳化糖的具体营销策略。
[Abstract]:At present, most of the sugar enterprises in China produce sugars sulphide. As of 2013, the domestic sugar production shows that 90% of sugar is sulphide sugar, and only 10% carbonized sugar. Carbonized sugar is pure and stable. Do not contain sulfur on 85% to be used in medical pharmacy and beverage industry, people's livelihood or the majority of people's livelihood to eat sugars mainly. Sugar products belong to consumers of low concern products, the market can choose too little good sugar. Most people do not understand the concept of sugar vulcanizate and carbonated sugar. In this paper, the marketing behavior and strategy of the small packaging carbonized sugar products of Cofco Fu Linmen are studied in depth according to the market performance of small packaging carbonized sugar. The purpose of this paper is to find out a way to improve the core competitiveness of enterprises, attract more consumers, expand market share and create more economic and social benefits. The main contents of this paper are as follows: The market status and future development trend of small package carbonized sugar were comprehensively combed. The paper analyzes the industry environment of small packaging carbonized sugar by SWOT method, combs the present situation of small package carbonized sugar industry, politics, economy, social culture and humanities, market capacity and scale. On the basis of this, the paper summarizes the eight development trends of the small package carbonized sugar industry in the future. This paper analyzes the consumers' willingness to buy small-packed carbonized sugar and its influencing factors. Through the way of questionnaire, this paper makes quantitative analysis on the influence factors of consumers' willingness to buy for storage, brand, packaging, price, quality, promotion, combination and channel. The most important factors influencing consumers' purchase intention are obtained to guide the manufacturers to design the cost management and marketing mode. The suggestions and measures to improve the marketing strategy of small package carbonized sugar for CFC were put forward. This article from the Cofco Fu Linmen this enterprise microscopic angle embarks. And according to the questionnaire survey and 4Ps marketing strategy theory and the current small package carbonized sugar market competition situation and enterprise's own situation put forward the feasible product marketing strategy and the implementation measure respectively from the product strategy and the price strategy. The marketing strategy of CFC small package carbonized sugar is demonstrated in several aspects of channel strategy and promotion strategy.
【学位授予单位】：中国农业科学院
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.82;F274

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