G公司冰淇淋配料市场定位策略研究

发布时间：2018-01-18 14:04

本文关键词：G公司冰淇淋配料市场定位策略研究　出处：《广东外语外贸大学》2015年硕士论文　论文类型：学位论文

【摘要】：G公司是食品配料行业一个企业,冰淇淋配料产品是该公司一个新业务。本文以G公司为研究案例,分析了它的现状和运行过程中存在的问题,重点研究了G公司冰淇淋配料产品营销的市场定位问题,探讨了其营销策略组合,试图为G公司的营销稳步增长提供系统解决方案。G公司是一家跨国企业旗下的子公司,是一家拥有20多年历史的食品配料公司,伴随着中国食品工业的发展,是食品配料行业中的知名企业。G公司在中国服务的市场主要集中在液态奶市场,由于国内液态奶市场近两年发展受阻,消费行为和行业结构发生了变化,对G公司业务发展造成很大影响,公司管理人员意识到开发新的产品,进入新的领域是企业生存至关重要的一步。本文以G公司进入冰淇淋市场的营销问题为研究起点,分析G公司的营销环境及其与竞争对手相比的优劣势,系统地分析了G公司冰淇淋配料业务现状,竞争态势与主要竞争对手的营销策略,提出了G公司冰淇淋配料业务市场定位策略,围绕这个市场定位设计了相应的营销传播策略。在现有市场营销理论中,专门研究食品添加剂这一类工业品的市场定位及营销策略尚不多见。通过对G公司冰淇淋配料业务市场定位案例的分析研究,可以为其他正在开拓新业务市场的食品配料企业提供有益的借鉴。
[Abstract]:G Company is an enterprise in food ingredients industry and ice cream batching product is a new business of this company. This paper takes G Company as a case study to analyze its current situation and problems in its operation. This paper focuses on the marketing orientation of ice cream ingredients in G Company, and discusses its marketing strategy combination. Attempts to provide systems solutions for G's steady growth in marketing. G is a subsidiary of a multinational company and a food ingredients company with a history of more than 20 years. With the development of Chinese food industry, G company is a well-known company in the food ingredients industry, the market of which is mainly concentrated in the liquid milk market, because the domestic liquid milk market has been blocked in recent two years. Changes in consumer behaviour and industry structure have had a significant impact on the business development of company G, and company managers are aware of the development of new products. To enter the new field is a crucial step for the survival of enterprises. This paper analyzes the marketing environment of G Company and its advantages and disadvantages compared with competitors, taking G Company as the starting point of research on the marketing problem of G company entering the ice cream market. This paper systematically analyzes G company ice cream ingredients business situation, competition situation and main competitors marketing strategy, put forward G company ice cream ingredients business market positioning strategy. The corresponding marketing communication strategy is designed around this market orientation. In the existing marketing theory. The market positioning and marketing strategy of the industrial products such as food additives are rare. Through the analysis of G company ice cream ingredients business market positioning cases. It can provide useful reference for other food ingredients enterprises that are developing new business market.
【学位授予单位】：广东外语外贸大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F416.82

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