北京冰凌花乳业公司营销策略研究
发布时间：2019-01-18 18:22
【摘要】： 近年来,随着国民经济发展、居民收入增加、消费观念和饮食结构的改变,我国乳制品的生产能力大幅提高,我国乳品消费量呈稳步增长趋势。“十五”期间,国家加大了对乳品行业的政策扶持力度,积极推行“学生饮用奶计划”,并通过传媒宣传,培养国民乳品消费习惯,为乳品行业的发展创造了良好的政策环境。据国家统计局预测,我国乳业市场潜力巨大,中国乳制品市场在未来10年中将是世界上潜力最大的乳品消费市场。 北京冰凌花乳业有限公司是一家专注于乳制品产业与关联产业的大型集团企业,拥有国际一流的生产设备、精英团队,依托生态奶源基地,实施规模化经营、制度化管理,应以消费者需求为导向,不断研发营养、健康的新产品,满足其日益多元化的消费需求。 因此,本文结合我国目前乳业的生产、销售及市场需求,综合采用问卷调查法、比较研究法、数理统计法和逻辑分析法,对目前国内外乳品行业经济环境和营销现状及发展趋势进行跟踪调研分析,对北京冰凌花乳业公司营销现状和营销策略进行了系统研究。 首先对北京冰凌花乳业公司面临的机遇与挑战分析。目前我国乳品消费量逐年增加,市场前景广阔,为企业提供了机遇;我国乳品市场竞争激烈,大型乳业公司利用雄厚资金,开展价格战、广告战,使乳品行业毛利率下降,对企业发展提出了挑战。 通过对冰凌花公司针对北京及周边乳品市场的调研分析,设计营销策略和方法,包括产品组合策略、包装策略、价格策略和促销的方法等营销手段,旨在使冰凌花公司目前的营销策略符合乳品行业的基本规律,促使冰凌花产品在市场中得以生存与发展。 针对北京冰凌花乳业公司发展需要,提出加强市场开发团队建设、加大市场开发投入、加强企业市场营销的系统管理等扩大营销的对策。 本文的研究为北京冰凌花乳业公司提供了一套先进合理的营销策略,对提高企业市场营销水平具有重要的实际意义。
[Abstract]:In recent years, with the development of national economy, the increase of residents' income, the change of consumption concept and diet structure, the production capacity of dairy products in our country has been greatly improved, and the consumption of dairy products in China is increasing steadily. During the 10th Five-Year Plan period, the state increased the policy support to the dairy industry, actively carried out the "plan for drinking milk for students", and, through the propaganda of the mass media, cultivated the habit of consumption of national dairy products, thus creating a good policy environment for the development of the dairy industry. According to the forecast of the National Bureau of Statistics, the dairy market in China has great potential, and the dairy market in China will be the most potential dairy consumer market in the world in the next 10 years. Beijing Binglinghua Dairy Industry Co., Ltd. is a large group enterprise focusing on dairy industry and related industry. It has international first-class production equipment, elite team, relying on ecological milk source base, implementing large-scale management and institutionalized management. Should take the consumer demand as the direction, unceasingly research and develop the nutrition, the health new product, satisfies its increasingly diversified consumer demand. Therefore, according to the production, sales and market demand of dairy industry in China, this paper synthetically adopts questionnaire, comparative research, mathematical statistics and logic analysis. The present economic environment, marketing situation and development trend of domestic and foreign dairy industry are investigated and analyzed, and the marketing status and marketing strategy of Beijing Binglinghua Dairy Co., Ltd are studied systematically. First of all, the opportunities and challenges faced by Beijing Bingling Dairy Company are analyzed. At present, the dairy consumption is increasing year by year in our country, and the market prospect is broad, which provides the opportunity for the enterprises. The competition of dairy market is fierce in our country. Large dairy companies make use of abundant funds, carry out price war and advertisement war, which make the gross profit rate of dairy industry fall, and challenge the development of enterprises. Through the investigation and analysis of Bing Ling Hua Company aiming at Beijing and its surrounding dairy market, we design marketing strategies and methods, including product combination strategy, packaging strategy, price strategy and promotion method, etc. The aim is to make the current marketing strategy of Bingling Flower Company conform to the basic law of dairy industry and promote the survival and development of Bingling Flower products in the market. In order to meet the development needs of Beijing Bingling Dairy Company, this paper puts forward some countermeasures to expand marketing, such as strengthening the construction of market development team, increasing investment in market development and strengthening the system management of enterprise marketing. The research in this paper provides a set of advanced and reasonable marketing strategies for Beijing Binglinghua Dairy Co., Ltd. It has important practical significance to improve the marketing level of enterprises.
【学位授予单位】：哈尔滨理工大学
【学位级别】：硕士
【学位授予年份】：2007
【分类号】：F426.82
本文编号：2410980
[Abstract]:In recent years, with the development of national economy, the increase of residents' income, the change of consumption concept and diet structure, the production capacity of dairy products in our country has been greatly improved, and the consumption of dairy products in China is increasing steadily. During the 10th Five-Year Plan period, the state increased the policy support to the dairy industry, actively carried out the "plan for drinking milk for students", and, through the propaganda of the mass media, cultivated the habit of consumption of national dairy products, thus creating a good policy environment for the development of the dairy industry. According to the forecast of the National Bureau of Statistics, the dairy market in China has great potential, and the dairy market in China will be the most potential dairy consumer market in the world in the next 10 years. Beijing Binglinghua Dairy Industry Co., Ltd. is a large group enterprise focusing on dairy industry and related industry. It has international first-class production equipment, elite team, relying on ecological milk source base, implementing large-scale management and institutionalized management. Should take the consumer demand as the direction, unceasingly research and develop the nutrition, the health new product, satisfies its increasingly diversified consumer demand. Therefore, according to the production, sales and market demand of dairy industry in China, this paper synthetically adopts questionnaire, comparative research, mathematical statistics and logic analysis. The present economic environment, marketing situation and development trend of domestic and foreign dairy industry are investigated and analyzed, and the marketing status and marketing strategy of Beijing Binglinghua Dairy Co., Ltd are studied systematically. First of all, the opportunities and challenges faced by Beijing Bingling Dairy Company are analyzed. At present, the dairy consumption is increasing year by year in our country, and the market prospect is broad, which provides the opportunity for the enterprises. The competition of dairy market is fierce in our country. Large dairy companies make use of abundant funds, carry out price war and advertisement war, which make the gross profit rate of dairy industry fall, and challenge the development of enterprises. Through the investigation and analysis of Bing Ling Hua Company aiming at Beijing and its surrounding dairy market, we design marketing strategies and methods, including product combination strategy, packaging strategy, price strategy and promotion method, etc. The aim is to make the current marketing strategy of Bingling Flower Company conform to the basic law of dairy industry and promote the survival and development of Bingling Flower products in the market. In order to meet the development needs of Beijing Bingling Dairy Company, this paper puts forward some countermeasures to expand marketing, such as strengthening the construction of market development team, increasing investment in market development and strengthening the system management of enterprise marketing. The research in this paper provides a set of advanced and reasonable marketing strategies for Beijing Binglinghua Dairy Co., Ltd. It has important practical significance to improve the marketing level of enterprises.
【学位授予单位】：哈尔滨理工大学
【学位级别】：硕士
【学位授予年份】：2007
【分类号】：F426.82
【引证文献】
相关硕士学位论文 前1条
1 赵禹;辽宁辉山乳业（集团）有限公司营销策略研究[D];新疆大学;2013年
，本文编号：2410980
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