A公司鸡肉熟制品市场营销策略研究

发布时间：2018-04-21 23:38

本文选题：A公司 + 鸡肉熟制品　；参考：《陕西师范大学》2015年硕士论文

【摘要】：近年来,伴随着中国社会经济的快速发展,许多城市居民在生活水平提高的同时,其生活节奏也在加快,这种市场需求带动了各类方便食品的生产和销售,促进了食品加工企业的快速发展,也带来了方便食品激烈的市场竞争。因此,作为生产和销售鸡肉熟制品——熏鸡和名家鲁香鸡这种具有传统地方特色的,深受当地消费者喜爱的食品企业----A公司,如何抓住市场机遇,进一步改进和提升其市场营销工作力度,把这个传统地方特色并且营养丰富的食品做成快捷方便食品,推向全国市场,.在满足消费者需求的同时,实现本企业的稳健快速发展是该企业经营者所面临的现实问题。本文亦就A公司鸡肉熟制品在市场营销策略方面进行研讨。本文以市场营销理论为指导,通过对A公司的高管、销售人员、客户、合作伙伴等访谈与讨论,了解到A公司现有市场营销模式及其在营销中存在的问题,同时收集和掌握相关的市场竞争态势情况等数据与资料。重点以A公司鸡肉熟制品市场营销策略为研究对象,运用相关理论对A公司所面临的内外部市场营销环境进行分析,利用SWOT分析工具对该公司具有的优势与劣势、公司面临的机遇与威胁进行分析研究。在此基础上,提出改善A公司鸡肉熟制品销售量和提高产品知名度的营销策略建议。并进一步阐述了加强A公司鸡肉熟制品的品牌建设,完善A公司鸡肉熟制品的研发体系,健全A公司鸡肉熟制品的营销信息系统和重视A公司鸡肉熟制品的营销团队建设等完善市场营销策略实施的保障措施。A公司通过实施鸡肉熟制品市场营销新策略,将利用现代营销理论和模式来促进传统工艺食品的生产和销售走出地域限制,把具有地方特色,营养丰富的产品销售到全国各地。从而提高A公司鸡肉熟制品系列产品的品牌知名度,扩大市场占有率,增加企业利润率,促进本企业的可持续发展并带动当地的农牧业相关产业链的形成与发展。
[Abstract]:In recent years, with the rapid development of China's social economy, many urban residents have improved their living standards and their pace of living has also accelerated. This market demand has led to the production and sale of various kinds of convenience foods. Promote the rapid development of food processing enterprises, but also bring convenience food fierce market competition. Therefore, as a food company that produces and sells cooked chicken products-Smoked Chicken and Lu Xiang Chicken, which has traditional local characteristics and is deeply loved by local consumers-A Company, how to seize the market opportunities, Further improve and enhance its marketing efforts, this traditional local characteristics and nutritious food into a fast and convenient food, to the national market. At the same time, realizing the steady and rapid development of the enterprise is a realistic problem faced by the business operators. This paper also discusses the marketing strategy of cooked chicken products of Company A. Under the guidance of marketing theory, through the interviews and discussions with the executives, salespeople, customers and partners of company A, this paper finds out the existing marketing model of A company and its problems in marketing. At the same time collect and grasp the relevant market competition situation and other data and information. This paper focuses on the marketing strategy of cooked chicken products in Company A, analyzes the internal and external marketing environment faced by Company A by using relevant theories, and uses SWOT tools to analyze the advantages and disadvantages of the company. The opportunities and threats faced by the company are analyzed and studied. On the basis of this, the paper puts forward some marketing strategies to improve the sales of cooked chicken products and enhance the popularity of chicken products in Company A. And further elaborated strengthens the A company chicken cooked product brand construction, consummates A company chicken cooked product research and development system, Perfecting the Marketing Information system of cooked Chicken products of Company A and attaching importance to the Construction of Marketing team of cooked Chicken products of Company A. A Company through the implementation of New Marketing Strategy of cooked Chicken products, The modern marketing theory and model will be used to promote the production and sale of traditional craft food out of the geographical limit, and the products with local characteristics and rich nutrition will be sold to all parts of the country. In order to improve the brand awareness of chicken cooked products series products of Company A, expand the market share, increase the profit rate of the enterprise, promote the sustainable development of the enterprise and promote the formation and development of the local agricultural and animal husbandry related industry chain.
【学位授予单位】：陕西师范大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.82;F274

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