湖南烟村生态农牧公司营销策略研究

发布时间：2019-02-25 10:32

【摘要】：猪肉是我国的第一大消费肉类，长期以来，我国居民对猪肉的消费以零散销售的热鲜肉为主，猪肉市场化程度不高。近年来，受食品安全问题突出、人们生活水平提高、消费观念转变等一系列因素影响，我国消费者在猪肉消费上从以前的单元化向多元化和个性化转变，安全、口味、绿色、营养及健康已经成为我国猪肉消费的主流，高端肉制品行业如雨后春笋般应运而生，各种绿色食品、有机食品、生态食品以及针对特殊人群健康问题的功能性食品得到蓬勃发展。湖南烟村生态农牧公司作为一个专注于高端猪肉制品领域的创业型企业，在这样一个高速发展的行业中面临着诸多的机遇与挑战，，公司如何站稳脚跟并谋求发展，迫切需要思考和研究公司在市场定位、产品创新、品牌创建、营销策略及产业链优化等方面的一系列问题。以STP战略及4Ps等营销理论为基础，本着理论联系实际的原则，从宏观、中观和微观三个层面上对湖南烟村进行了研究。从宏观上，根据PEST模型，分析了政治、经济、文化及技术等因素对高端肉制品的影响；在中观层面上，通过波特五力模型对湖南烟村在进入壁垒、替代品威胁、买方议价能力、卖方议价能力以及现有竞争者之间的竞争等行业情况进行了深入分析；在微观层面上，充分研究了企业自身核心资源和竞争优势，分析了企业优势和劣势，以及面临的威胁和机遇；最后，在借鉴国内外优秀同行先进经验基础上，根据企业自身的产品特点，文章对公司的目标市场、市场定位、产品策略、品牌策略、渠道策略及促销策略等营销策略进行了研究并提出优化建议，并对公司的产业链、人事制度及风险防范机制等支撑体系的完善进行了详细论述。
[Abstract]:Pork is the largest consuming meat in our country. For a long time, the consumption of pork in our country is dominated by scattered hot fresh meat, and the degree of pork marketization is not high. In recent years, influenced by a series of factors, such as food safety problems, the improvement of people's living standard and the change of consumption concept, the consumption of pork in our country has changed from the former unit to the diversification and individualization, safety, taste, green, etc. Nutrition and health have become the mainstream of pork consumption in China. High-end meat products industry has sprung up as the times require, various green food, organic food, Ecological food and functional food for special population health problems have been flourishing. Hunan Yancun Ecological Agriculture and Animal Husbandry Company, as a pioneering enterprise focusing on the field of high-end pork products, is facing many opportunities and challenges in such a rapidly developing industry. There is an urgent need to consider and study a series of problems in market positioning, product innovation, brand creation, marketing strategy and industrial chain optimization. Based on the marketing theories such as STP strategy and 4Ps, based on the principle of integrating theory with practice, this paper studies Yancun in Hunan province from three aspects: macroscopic, meso and micro. According to the PEST model, the influence of politics, economy, culture and technology on the high-end meat products is analyzed. On the meso level, this paper analyzes deeply the situation of Hunan Yancun in entry barrier, substitute threat, buyer's bargaining ability, seller's bargaining ability and the competition among existing competitors through Porter's five-force model. On the micro level, the core resources and competitive advantages of the enterprises are fully studied, and the advantages and disadvantages of the enterprises are analyzed, as well as the threats and opportunities they face. Finally, on the basis of the advanced experience of domestic and foreign excellent peers, according to the characteristics of the enterprise's own products, the article aims at the company's target market, market positioning, product strategy, brand strategy, The marketing strategies such as channel strategy and promotion strategy are studied and optimized suggestions are put forward and the improvement of supporting system such as industry chain personnel system and risk prevention mechanism are discussed in detail.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F324;F274

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