吉林“朴妈妈”韩式食品发展有限公司营销策略研究

发布时间：2018-02-04 16:31

本文关键词： 营销策略韩食市场 “朴妈妈”　出处：《吉林大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着我国经济的不断发展,人均GDP水平的不断增长,全面建设小康社会战略的贯彻落实,人民生活水平有了显著的提高,而我国现阶段的主要矛盾仍是人民群众日益增长的物质文化需要同落后的社会生产力之间的矛盾,消费者对于产品的需求越来越呈现出多样化、个性化,同样,在食品行业。消费者对于食品的需求不再是仅满足于基本的填饱肚子,人们越来越关注食品的安全、营养、绿色、品牌、口味、品质等等多种因素,而且消费者的关注点仍在不断更新变化。同时,随着社会的发展和科技的进步,越来越多的销售渠道、销售方式陆续出现,使得食品行业传统的经营模式、营销模式难以应对不断变化的市场需求和激烈的市场竞争,这就要求现在的食品生产销售企业必须不断创新自身的营销策略和营销手段,以适应不断变化的市场,使企业能够在激烈的市场竞争中提高自己的核心竞争力、发挥自身优势,使企业能够实现长远的发展的同时取得长远的收益。本文从相关理论出发,以吉林朴妈妈韩式食品发展有限公司为例运用数据分析法和文献研究法分析了食品行业的特点和营销策略现状,针对吉林朴妈妈韩式食品发展有限公司在市场营销过程中采取的措施和存在的问题进行了探讨,并详细分析了公司所处的宏观环境和微观环境,使我们能够更加客观、深入、细致的了解“朴妈妈”韩食公司所处的大环境和营销中存在的问题。同时,运用SWOT分析法对“朴妈妈”韩食进行了优势、劣势、机会、威胁分析,作为为公司进行营销策略设计的参考因素。研究结果表明,“朴妈妈”韩食公司在营销过程中存在诸多问题,如广告宣传不足、渠道拓展及市场扩张不善、营销管理亟待加强等。从宏观环境来看,政策因素和经济因素都有利于吉林朴妈妈韩式食品发展有限公司这种小型民营食品企业的发展,同时,韩食在吉林省内有一定的认知度,这对于从本地起家的“朴妈妈”韩食来说无疑是有利因素。从微观环境来看,随着消费者消费水平的提高和韩流的盛行,韩食休闲食品已经受到了越来越多的消费者的青睐。从SWOT分析结果来看,“朴妈妈”韩食具有较强的资金优势和产品种类优势,这为“朴妈妈”韩食成功实施营销策略提供了保障,同时企业发展的机会因素明显,使企业有良好的提升空间和发展潜力,而公司目前存在的劣势因素是每一个处于创业期的公司都要面对的问题,威胁因素也属于行业共性问题,这些劣势和威胁因素仍然需要得到企业管理者的重视。接着,本文根据地理因素、人口因素等变量为“朴妈妈”韩食进行了目标市场细分,目标市场选择和目标市场定位。从价格、服务、渠道、成本、产品、促销等6个方面为“朴妈妈”韩食公司进行组合策略制定。最后,分别从企业文化、人力资源系统、资金等三个方面,为“朴妈妈”制定了实施营销策略的保障措施。
[Abstract]:With the continuous development of our economy, the constant growth of GDP per capita, the implementation of the strategy of building a well-off society in an all-round way, the standard of living of the people has been significantly improved. The main contradiction of our country at the present stage is still the contradiction between the increasing material and cultural needs of the people and the backward social productive forces. The consumer's demand for products is more and more diversified and individualized. In the food industry, consumers' demand for food is no longer satisfied with basic satiety, people are more and more concerned about food safety, nutrition, green, brand, taste, quality and other factors. At the same time, with the development of society and the progress of science and technology, more and more sales channels, sales methods have emerged, making the food industry traditional business model. Marketing mode is difficult to cope with the changing market demand and fierce market competition, which requires the current food production and marketing enterprises must constantly innovate their own marketing strategies and marketing means. In order to adapt to the changing market, enterprises can improve their core competitiveness and play their own advantages in the fierce market competition. So that enterprises can achieve long-term development at the same time to achieve long-term benefits. Taking Jilin Park Mama Korean Food Development Co., Ltd as an example, the characteristics of food industry and the current situation of marketing strategy were analyzed by means of data analysis and literature research. This paper discusses the measures and problems in the marketing process of Jilin Park Mama Korean Food Development Co., Ltd., and analyzes in detail the macro and micro environment in which the company is located. So that we can be more objective, in-depth, meticulous understanding of "Park Mama" Korean food company in the environment and marketing problems. At the same time, the use of SWOT analysis of "Park Mama" Hanshi advantage. Disadvantages, opportunities, threat analysis, as a reference factor for the company's marketing strategy design. The results show that "Park Mama" Korean food company in the marketing process there are many problems, such as insufficient advertising. The channel expansion and the market expansion are not good, the marketing management needs to be strengthened urgently. From the macroscopic environment point of view. Policy factors and economic factors are conducive to the development of Jilin Park Mama Korean Food Development Co., Ltd. this small private food enterprises, at the same time, Korean food in Jilin Province has a certain degree of recognition. This is undoubtedly a positive factor for the local "Mama Park" Korean food. From the micro environment, with the rise of consumer consumption and the popularity of the Korean Stream. Korean snack food has been favored by more and more consumers. According to the results of SWOT analysis, "Park Mother" Korean Food has a strong financial advantage and product variety advantage. This provides a guarantee for the successful implementation of marketing strategy by "Park Mummy" Hanshi, and at the same time, the opportunity factors of enterprise development are obvious, so that the enterprise has a good promotion space and development potential. At present, the disadvantage factor of the company is the problem that every company has to face in the period of starting a business, and the threat factor is also a common problem in the industry. These disadvantages and threat factors still need the attention of business managers. Then, according to geographical factors, population factors and other variables for "Park Mama" Hanshi target market segmentation. Target market selection and target market positioning. From the price, service, channel, cost, product, promotion and other six aspects for "Park Mama" Korean Food Company combination strategy. Finally, from the corporate culture. Human resource system, capital and other three aspects, for "Mother Park" formulated the implementation of marketing strategy protection measures.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.82

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