本文關(guān)鍵詞：瑪氏公司巧克力品類營(yíng)銷策略優(yōu)化研究　出處：《東華大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

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【摘要】：巧克力是一個(gè)高速發(fā)展的食品品類,其品類發(fā)展的主要?jiǎng)恿?lái)自品類滲透。隨著城市化發(fā)展、居民收入水平的提高,巧克力品類也正走入尋常百姓家庭。本文的研究完善了營(yíng)銷手段和品類滲透發(fā)展理論模型,將有助于擴(kuò)大瑪氏公司巧克力品類在傳統(tǒng)快速消費(fèi)品行業(yè)中的地位,增加整體品類市場(chǎng)份額。本文首先通過(guò)針對(duì)瑪氏公司市場(chǎng)細(xì)分、目標(biāo)市場(chǎng)、市場(chǎng)定位及巧克力品類外部營(yíng)銷環(huán)境、內(nèi)部營(yíng)銷環(huán)境分析,得出瑪氏公司巧克力品類營(yíng)銷在國(guó)內(nèi)市場(chǎng)存在著區(qū)域的發(fā)展并不平衡,渠道依賴性強(qiáng),季節(jié)差異大等主要問(wèn)題。分析原因,文章認(rèn)為,主要是公司巧克力品類營(yíng)銷執(zhí)行標(biāo)準(zhǔn)模糊不清,渠道品類貨架空間不足,巧克力品類額外可見(jiàn)度有待提高,巧克力品類過(guò)于依賴季節(jié)性銷售以及大客戶發(fā)展的營(yíng)銷差異化挑戰(zhàn)造成。針對(duì)上述問(wèn)題,文章對(duì)目前瑪氏公司巧克力品類在國(guó)內(nèi)市場(chǎng)營(yíng)銷的宏微觀環(huán)境進(jìn)行了分析,并結(jié)合原因,從4PS角度采取以下優(yōu)化策略:1)產(chǎn)品策略:產(chǎn)品的包裝、新鮮度管理與產(chǎn)品線的優(yōu)化,解決營(yíng)銷執(zhí)行標(biāo)準(zhǔn)模糊不清;2)價(jià)格策略:差異化定價(jià)與價(jià)格穩(wěn)定、可及,解決季節(jié)性銷售引起的價(jià)格波動(dòng);3)渠道策略:包裝及產(chǎn)品陳列,收銀點(diǎn)多點(diǎn)陳列,拓展渠道關(guān)系,解決渠道品類貨架空間不足和巧克力品類額外可見(jiàn)度有待提高問(wèn)題;4)促銷策略:季節(jié)性促銷,通路性價(jià)格促銷以及精準(zhǔn)有效的廣告推廣,解決季節(jié)性銷售波動(dòng)較大的問(wèn)題;5)服務(wù)策略:推行大客戶定制化服務(wù),解決大客戶發(fā)展的營(yíng)銷差異化挑戰(zhàn)困境。
[Abstract]:Chocolate is a fast developing food category. The main driving force of its category development comes from the infiltration of category. With the development of urbanization and the improvement of the income level of residents, the chocolate category is also entering the family of ordinary people. This research has perfected the marketing and penetration development theory models, which will help to expand the status of Mars Inc's chocolate products in the traditional fast moving consumer goods industry and increase the market share of the overall category. Firstly, through the analysis of the Mars Inc, market segmentation, target market, market positioning and chocolate category of external marketing environment, internal marketing environment, the Mars Inc of chocolate category marketing in the domestic market has regional development is not balanced, channel dependent, seasonal differences and other major problems. Analysis of the reasons, the company is mainly to chocolate category marketing standards vague, lack of channels for shelf space, chocolate category extra visibility needs to be improved, the difference of marketing chocolate category is too dependent on seasonal sales and customer development of the challenges caused by. Aiming at the above problems, the article on the current Mars Inc in the domestic marketing chocolate category of the macro and micro environment analysis, combined with the reason, take the following optimization strategy from the perspective of 4PS: 1) product strategy: to optimize the product packaging, freshness management and product line, solve the Marketing Executive standard is vague; 2) price difference strategy: Pricing and price stability, and solve the price fluctuation caused by seasonal sales; 3) channel strategy: packaging and product display, cashier point display, expand the channels, solve the problem of channel category shelf space and chocolate category extra visibility needs to be improved; 4): seasonal promotion, promotion strategy pathway of price promotion and accurate and effective advertising, to solve the seasonal fluctuation of sales; 5) service strategy: the implementation of customized service, solve customer development marketing difference Alienation challenges the dilemma.
【學(xué)位授予單位】：東華大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F274;F416.82

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本文編號(hào)：1347348