广西万家香米业品牌大米营销策略研究

发布时间：2018-01-03 22:16

本文关键词：广西万家香米业品牌大米营销策略研究　出处：《广西大学》2017年硕士论文　论文类型：学位论文

【摘要】：粮食市场,准入门槛比较低,同行之间竞争比较激烈,其中市场份额占居最大的无疑是国有企业。相对来说,民营企业在这方面拥有的权利、资源、规模等都不占优势。广西万家香米业是民营企业,在南宁市粮食市场拥有重要地位,市场定位在中低端、中高端、高端,并且逐步积累实力、优势,与知名企业正面竞争。本文围绕其市场营销策略做了深入地剖析和探讨,首先阐述了对粮食行业整体背景、广西万家香米业品牌大米的概况,然后分析了广西万家香米业品牌大米的宏观环境、内部环境、所面临的主要竞争对手,在此基础上探讨了其消费者特征,并对其行为做了深入研究。笔者将市场划分为中低端、中高端、高端三个档次,结合广西万家香米业品牌大米的目标市场,提出了相应的发展战略,依托自身在低端市场的基础,实现中低端、中高端、高端共同发展。在营销策略的选择上,不但要采取适应低端市场的价格策略、促销策略,还需要采取中高端市场所必需的渠道策略、产品策略,如此,才能打开局面,提升市场竞争力。广西万家香米业是南宁市民营企业中比较典型的粮食企业,发展时间并不是很长,但代表的是新兴民营加工企业的中坚力量,可以看作是民营粮食企业的代表。在激烈的市场竞争中,其如何开辟新路,采取适当的营销策略,谋求战略新布局,是本文关注的焦点。而本文的研究不但对民营粮食企业营销、战略发展有现实意义,对于类似的行业企业也有很强的指导价值。
[Abstract]:The food market access threshold is relatively low, relatively intense competition between peers, which occupy the market share is undoubtedly the largest state-owned enterprises. Relatively speaking, private enterprises have the right resources, the scale is not dominant. Guangxi wanjiaxiang rice is a private enterprise, has an important role in the grain market in Nanning market. Positioning in the low-end, high-end, high-end, and gradually accumulated strength, advantage, and well-known enterprises direct competition. This thesis focuses on in-depth analysis and discussion of the marketing strategy, first expounded on food industry background, the general situation of Guangxi wanjiaxiang rice brand of rice, and then analyzes the macro environment, Guangxi million Zhejiang rice rice brand of the internal environment, the main competitors, on the basis of the characteristics of consumers, and their behavior were investigated. The market is divided into In the low-end, high-end, high-end three grades, with Guangxi wanjiaxiang rice rice brand's target market, put forward the corresponding development strategy, relying on the basis of their own in the low-end market, the low-end, high-end, high-end common development. In the choice of marketing strategy, not only to meet the low-end market price strategy, the promotion strategy, also needs to take the necessary high-end market channel strategy, product strategy, so, in order to open up the situation, to enhance the market competitiveness. Guangxi wanjiaxiang rice is the grain enterprises typical private enterprises in Nanning City, the development time is not very long, but on behalf of the backbone of the emerging private processing enterprises. Can be regarded as the representative of the private food enterprises. In the fierce market competition, how to open up new roads, take appropriate marketing strategy to seek new strategic layout, is the focus of this paper. And this paper The research not only marketing of private food enterprises, has the significance of strategic development, also has a strong guiding value for similar enterprises.

【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F323.7;F323.5

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