三元乳业整合营销传播策略研究

发布时间：2018-03-04 15:06

本文选题：整合营销传播　切入点：主题公关活动　出处：《北京交通大学》2010年硕士论文　论文类型：学位论文

【摘要】： 经历了2008年“三聚氰胺事件”危机的乳制品行业,面临着一种全新的局面：消费者对于乳制品消费的信心不足,对于国产乳制品缺乏足够的信任；在政府、企业的共同努力下,乳制品行业开始整体回暖,行业中部分乳制品企业开始酝酿新的增长点。同时,本文所研究的案例企业面临着一种复杂的局面：作为在“三聚氰胺事件”中极少数的没有出现产品质量问题的规模企业而名声大振；收购原三鹿集团资产后面临巨大的利润压力和品牌建设压力；品牌影响力和渠道渗透能力与其进军全国性品牌的战略目标相去甚远。在这种情况下,三元乳业收购原三鹿集团后2009年在河北市场开展了一系列的整合营销传播活动。本文希望通过对三元乳业在河北市场营销活动的分析与讨论,提出合理化建议,帮助三元乳业提高整合营销传播活动的效率；同时通过将整合营销传播理论与案例企业的活动相结合的讨论,提出可以推广到整个乳制品行业的整合营销传播方法。本文通过案例研究的方法,在分析了当前乳制品行业营销环境的基础上,提出了乳制品业在当前形式下应采取的整合营销传播方案,然后对三元乳业2009年在河北市场的营销活动进行介绍、分析了与评价。在建议方案中,选择同行业中的蒙牛乳业为标杆企业,对其事件营销活动进行了介绍并引出事件营销操作的指导性原则。通过对案例企业的研究,本文提出乳制品企业营销活动中可以借鉴的几点结论：在整合营销传播活动的开展方面,应以主题公关活动或事件营销统领各种营销传播手段并将各种营销传播方式有机结合；在新产品的设计研发方面,开发自己的专利产品来确立品牌形象并以大众化产品占领市场份额；在乳制品企业渠道策略上,鼓励企业开发多元化渠道,但不建议企业建设专有渠道；在广告主题诉求方面,应深入挖掘企业自身的核心优势并用明确的语言表示出来。
[Abstract]:The dairy industry, which experienced the "melamine incident" crisis in 2008, is faced with a new situation: consumers' lack of confidence in dairy products consumption and lack of sufficient trust in domestic dairy products; with the joint efforts of the government and enterprises, The dairy industry as a whole began to recover, and some dairy companies in the industry began to develop new growth points. At the same time, The case enterprises studied in this paper are faced with a complicated situation: as a very small number of enterprises with no product quality problems in the "melamine incident", they have gained fame; The acquisition of the assets of the former Sanlu Group faces enormous profit pressure and brand building pressure; brand influence and channel penetration are very different from its strategic goal of entering a national brand. In this case, In 2009, three Yuan Dairy Industry launched a series of integrated marketing and communication activities in Hebei market after acquiring Sanlu Group. This paper hopes to put forward some reasonable suggestions through the analysis and discussion of the marketing activities of Sanyuan Dairy Industry in Hebei Province. At the same time, through the discussion of combining the theory of integrated marketing communication with the activities of case enterprises, this paper puts forward a method of integrated marketing communication which can be extended to the whole dairy industry. Based on the analysis of the current marketing environment of the dairy industry, this paper puts forward the integrated marketing communication scheme for the dairy industry under the current situation. Then, the marketing activities of Sanyuan dairy industry in Hebei market in 2009 were introduced, analyzed and evaluated. In the proposal, Mengniu dairy industry in the same industry was selected as the benchmark enterprise. The event marketing activities are introduced and the guiding principles of event marketing operations are introduced. Through the case study of enterprises, this paper puts forward several conclusions that can be used for reference in the marketing activities of dairy enterprises: the development of integrated marketing communication activities, We should use themed public relations activities or event marketing to dominate all kinds of marketing communication methods and combine them organically; in the design and development of new products, Develop own patented products to establish brand image and occupy market share with popular products; encourage enterprises to develop diversified channels in dairy enterprise channel strategy, but do not recommend that enterprises build proprietary channels; Should dig into the core advantage of the enterprise itself and express it in a clear language.
【学位授予单位】：北京交通大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：F274;F426.82

【引证文献】