益海嘉里公司新产品营销策略研究

发布时间：2018-10-18 17:33

【摘要】：改革开放以来,随着中国市场经济逐步走向完善,越来越多的市场领域得到开放。中国的粮油市场,正因民间资本、外资的介入,整个行业发展也呈现出勃勃的生机,成为中国的朝阳产业。益海嘉里集团作为一家外企油脂生产企业,长期以来一直从事着食用油生产经营,其小包装油品牌金龙鱼,更是小包装食用油第一品牌,旗下开发的多款食用油产品在食用油品类细分市场上较为成功,销售份额在品类市场中遥遥领先。面对还在继续扩大的小包装食用油市场,企业要想长期立足于龙头地位,品牌想要继续保持影响力,除了针对现有市场的产品成功操作以外,还要对未知的、待开发的市场进行挖掘和培育,开发新产品满足越来越个性化的消费者需要,引领消费潮流。从市场营销策略的角度,如何成功上市一款新产品,正是本论文研究的重点。论文首先分析食用油行业的行业状况,然后吸收各种营销理论的基础上,利用SWOT分析工具了解新产品的营销环境,再通过新产品扩散理论分析,营销4P策略分析,得出新产品在现阶段营销策略上存在的问题,最后相应的提出改进意见,总结出一套适合新产品发展的实施解决方案。论文通过大量的实际经验案例研究,结合课堂上的理论知识,了解新产品的营销策略,并面对现阶段新产品遇到的问题提出了整体营销策略,为企业在新产品操作上提供了一种思路。本文分析的是小包装食用油新产品的营销策略,同时也为类似的快速消费品企业推广新产品提供了一定的参考价值。
[Abstract]:Since the reform and opening up, with the gradual improvement of China's market economy, more and more market areas have been opened. China's grain and oil market, because of the intervention of private capital and foreign capital, the development of the entire industry is also showing vitality, becoming China's sunrise industry. As a foreign oil production enterprise, Yihai Kerry Group has been engaged in edible oil production for a long time. Its small packaging oil brand, Golden Dragon Fish, is also the first brand of small packaging edible oil. Its development of a number of edible oil products in the edible oil market segment is more successful, sales share in the category market by far. In the face of the expanding small packaging edible oil market, enterprises want to stay at the leading position for a long time, and brands want to continue to maintain influence, in addition to the successful operation of products aimed at the existing market, they also have to deal with the unknown. Developing new products to meet the needs of more and more individualized consumers and lead the trend of consumption. From the perspective of marketing strategy, how to successfully market a new product is the focus of this paper. The paper first analyzes the industry situation of edible oil industry, then absorbs various marketing theories, and then uses SWOT analysis tools to understand the marketing environment of new products, and then through the new product diffusion theory analysis, marketing 4p strategy analysis. The problems existing in the current marketing strategy of the new product are obtained. Finally, the corresponding suggestions are put forward, and a set of implementation solutions suitable for the development of the new product are summed up. Through a large number of practical case studies, combined with the theoretical knowledge in the classroom, the paper understands the marketing strategy of the new product, and puts forward the overall marketing strategy in the face of the problems encountered in the new product at the present stage. For the enterprise in the operation of new products to provide a way of thinking. This paper analyzes the marketing strategy of the new product of small packaging edible oil, and also provides some reference value for similar fast moving consumer goods enterprises to popularize the new product.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F416.82;F274

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