JL公司肉食品营销策略研究

发布时间：2018-05-14 07:22

本文选题：JL公司 + 肉食品　；参考：《兰州大学》2015年硕士论文

【摘要】：我们国家的肉类加工产业竞争十分激烈,接近于完全竞争状态。由于进入门槛低,行业利润比较高,吸引了很多从事其他产业的企业踏入肉食品行业,市场竞争异常激烈,一些企业的生产不规范,阻碍了该行业的健康发展。我国肉食品企业不仅与国内企业进行竞争,还受到国际经济环境的影响。国内肉食品面临着国外肉品的冲击,国外产品质量有保障,工艺先进,吸引了中高收入的人群购买。同时,国内肉食品企业由于技术不高,很容易受到进口国的技术标准壁垒。近年来,全球的经济发展缓慢,影响到我国的出口,我国以出口为导向的肉食品企业遭到巨大的冲击。本文通过使用PEST分析,SWOT分析法对内外部环境进行分析,运用产业五种竞争力进行行业分析,选取在肉食品行业发展比较迅速,具有一定影响力及代表性的JL公司,将企业实践与营销理论相结合,通过分析企业的内外环境及行业情况,采用恰当的营销战略使得企业能够快速发展。本文通过三种分析方法仔细分析了企业面临的内外环境,主要目的是为了明确JL公司根据自身企业所面临的环境特点,采取了恰当的营销策略。通过宏观环境分析,从政治和法律要素、经济要素、社会和文化要素、技术要素4个纬度详细分析企业所受到环境的影响。依据产业五种竞争力模型对肉食行业进行竞争力分析,详细的了解潜在进入者威胁、替代品的威胁以及现有竞争者间的对抗,客观分析购买者和供应者的议价能力,树立企业的危机意识和忧患意识。通过SWOT分析方法,结合企业自身的优势和劣势,外部环境的机会和威胁,选取合适的策略。在营销策略的选取上,充分运用产品策略、价格策略、渠道策略、促销策略、权力策略和公共关系策略。通过JL公司产品的分类,希望对一些企业细分市场、提高产品的覆盖率有一定的借鉴意义。通过灵活的定价,提高经销商和顾客对企业的忠诚。通过多种形式的促销,提升产品的知名度以及企业的形象。在策略运用上特别强调渠道策略,在激烈的竞争市场,企业只有建立有效的渠道,才能够得到长足的发展。在渠道的选择上有传统渠道、现代渠道、特殊渠道和自建渠道,希望能够给肉食品企业的渠道建设带来一些启示。同时JL公司强化外部环境策略,充分运用权力策略和公共关系策略。但6P营销策略有一定的局限性,本文从关系营销的角度提出改进策略-4R营销战略,希望对一些企业有借鉴意义。
[Abstract]:Our country's meat processing industry is very competitive, close to the state of complete competition. Because of the low entry threshold and high profit, many enterprises engaged in other industries are attracted to enter the meat food industry. The market competition is extremely fierce, and some enterprises' production is not standardized, which hinders the healthy development of the industry. Chinese meat food enterprises not only compete with domestic enterprises, but also are affected by international economic environment. Domestic meat products face the impact of foreign meat products, the quality of foreign products are guaranteed, advanced technology, attracted the middle and high income people to buy. At the same time, domestic meat enterprises are vulnerable to technical standard barriers of importing countries because of their low technology. In recent years, the global economic development is slow, which affects the export of our country. In this paper, PEST analysis is used to analyze the internal and external environment, and five kinds of competitiveness of industry are used to analyze the industry. JL Company, which has a certain influence and representativeness, has developed rapidly in the meat food industry. Combining the enterprise practice with the marketing theory, through analyzing the internal and external environment and the industry situation of the enterprise, adopting the appropriate marketing strategy enables the enterprise to develop rapidly. This paper analyzes the internal and external environment that the enterprise faces through three kinds of analysis methods, the main purpose is to make clear the JL company according to its own environment characteristic which the enterprise faces, has adopted the appropriate marketing strategy. Through macro-environment analysis, the paper analyzes the influence of environment on enterprises from four aspects: political and legal elements, economic elements, social and cultural elements, and technical factors. According to the five competitive models of the industry, the paper analyzes the competitiveness of meat industry in detail to understand the threat of potential entrants, the threat of alternatives and the confrontation between existing competitors, and objectively analyzes the bargaining power of buyers and suppliers. Set up a sense of crisis and suffering of enterprises. Through the SWOT analysis method, combined with the strengths and weaknesses of the enterprise itself, the opportunities and threats of the external environment, select the appropriate strategy. In the selection of marketing strategy, we should make full use of product strategy, price strategy, channel strategy, promotion strategy, power strategy and public relations strategy. Through the classification of JL products, it is hoped that it will be useful for some enterprises to segment the market and improve the product coverage. Through flexible pricing, improve the loyalty of dealers and customers to the enterprise. Through various forms of promotion, enhance the visibility of the product and the image of the enterprise. In the use of strategy, especially the channel strategy, in the fierce competition market, enterprises can only establish effective channels, can get considerable development. There are traditional channels, modern channels, special channels and self-built channels in the selection of channels, hoping to bring some enlightenment to the channel construction of meat food enterprises. At the same time, JL company strengthens the external environment strategy, fully utilizes the power strategy and the public relations strategy. However, 6P marketing strategy has some limitations. This paper puts forward the improvement strategy -4R marketing strategy from the angle of relationship marketing, hoping that it can be used for reference by some enterprises.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.82

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