本文關(guān)鍵詞：Y公司乳酸菌飲品浙江市場營銷策略研究　出處：《東華大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： Y公司 乳酸菌飲品 市場營銷環(huán)境 市場營銷策略

【摘要】：隨著生活水平的提高,人們的消費觀念逐漸發(fā)生變化,購買乳制品不再單純的滿足于營養(yǎng)攝入,而是更多的關(guān)注于其健康及保健功能。乳酸菌飲料是最近發(fā)展起來的一種新型的具有保健功能的飲料。隨著整個中國乳酸菌飲料行業(yè)快速發(fā)展和成熟,市場競爭也日益激烈,如何制定有效的市場營銷策略,穩(wěn)定并擴大企業(yè)產(chǎn)品的市場份額成為企業(yè)發(fā)展的首要問題。本文以市場營銷的相關(guān)基礎(chǔ)理論和前沿理論為指導(dǎo),對Y公司乳酸菌飲品浙江市場的內(nèi)外部營銷環(huán)境和消費者乳酸菌飲品消費行為等方面進行了調(diào)查分析,比較了企業(yè)的優(yōu)勢和劣勢,揭示了其面對的機會和威脅。在全面把握其營銷基礎(chǔ)條件的前提下,重點對Y公司的市場選擇定位策略、產(chǎn)品、價格、渠道、促銷策略以及精準(zhǔn)營銷策略等市場策略的應(yīng)用進行了闡述分析,總結(jié)和揭示了Y公司在浙江市場營銷實踐中的成功經(jīng)驗和主要矛盾。通過較深入地分析其內(nèi)在的原因和機理,希望更系統(tǒng)和科學(xué)地完善優(yōu)化該市場的營銷策略。最后也期待本此研究能為其它乳酸菌飲品企業(yè)制定營銷策略提供啟發(fā)和借鑒。本文主要應(yīng)用了文獻歸納、深度調(diào)研、比較分析等研究方法。本論文共分七個部分。第一部分簡要介紹了論文的研究背景、研究意義、研究要解決的主要問題以及研究思路和框架等;第二部分對本文應(yīng)用的相關(guān)營銷理論進行了闡述及梳理,主要涉及了STP理論、4P營銷理論、精準(zhǔn)營銷理論等;第三部分本文主要通過應(yīng)用波特五力模型和PEST分析法對Y公司的宏觀環(huán)境和所處行業(yè)環(huán)境進行了分析;第四部分本文通過SWOT分析和消費者行為調(diào)查對Y公司乳酸菌飲品浙江市場的營銷現(xiàn)狀進行了歸納分析;第五部分是Y公司乳酸菌飲品浙江市場營銷策略的解析部分,重點應(yīng)用STP理論和4Ps理論,并結(jié)合精準(zhǔn)營銷理論對Y公司乳酸菌飲品的目標(biāo)市場選擇定位策略、產(chǎn)品策略、價格策略、渠道策略和促銷策略等進行了分析和研究;第六部分則是關(guān)于Y公司乳酸菌飲品浙江市場營銷策略方面的建議和啟示;第七部分是本論文的結(jié)論部分,總結(jié)了本文運用理論知識所闡述和解決的實際問題以及有待進一步研究和探討的問題,本文在分析Y公司乳酸菌飲品浙江市場營銷環(huán)境的基礎(chǔ)上,較系統(tǒng)地歸納了其營銷策略,希望可以為其他乳酸菌飲品企業(yè)營銷策略的制訂與實施提供參考借鑒。
[Abstract]:With the improvement of living standards, people's consumption concept gradually changes, the purchase of dairy products is no longer simply satisfied with nutritional intake. Lactic acid bacteria beverage is a new type of health care beverage developed recently. With the rapid development and maturity of the whole Chinese lactic acid bacteria beverage industry. Market competition is becoming increasingly fierce, how to formulate effective marketing strategies. Stabilizing and expanding the market share of enterprise products has become the most important issue in the development of enterprises. This paper is guided by the relevant basic theories and frontier theories of marketing. The internal and external marketing environment and consumer consumption behavior of lactic acid bacteria drinks in Zhejiang market of Y company were investigated and analyzed, and the advantages and disadvantages of the enterprises were compared. It reveals the opportunities and threats it faces. Under the premise of comprehensively grasping the basic conditions of its marketing, it focuses on the positioning strategy, products, prices and channels of the market selection of Y Company. The application of marketing strategies such as sales promotion strategy and precision marketing strategy are expounded and analyzed. This paper summarizes and reveals the successful experience and principal contradiction of Y Company in Zhejiang's marketing practice. Through a deeper analysis of its internal reasons and mechanism. Hope to improve the marketing strategy of optimizing the market more systematically and scientifically. Finally, I hope this research can provide inspiration and reference for other lactic acid beverage enterprises to formulate marketing strategy. This paper is divided into seven parts. The first part briefly introduces the research background, research significance, the main problems to be solved and the research ideas and framework. The second part expounds and combs the relevant marketing theories applied in this paper, mainly involves STP theory, precision marketing theory and so on. In the third part, the author analyzes the macro environment and the industry environment of Y Company by using Porter's five-force model and PEST analysis method. In the 4th part, the marketing situation of Y company lactic acid bacteria beverage in Zhejiang is summarized and analyzed by SWOT analysis and consumer behavior investigation. The 5th part is the analysis part of the marketing strategy of the lactic acid bacteria beverage in Y Company, which focuses on the application of STP theory and 4Ps theory. Combined with the precision marketing theory, this paper analyzes and studies the target market selection strategy, product strategy, price strategy, channel strategy and promotion strategy of Lactic acid bacteria beverage in Y Company. The 6th part is about Y company lactic acid bacteria beverage Zhejiang marketing strategy suggestion and enlightenment; Part 7th is the conclusion of this paper, summarizes the use of theoretical knowledge in this paper elaborated and solved the practical problems and problems to be further studied and discussed. On the basis of analyzing the marketing environment of lactic acid bacteria beverage in Y Company, this paper systematically summarizes its marketing strategy, hoping to provide reference for the formulation and implementation of marketing strategy of other lactic acid bacteria beverage enterprises.
【學(xué)位授予單位】：東華大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F274;F426.82

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本文編號：1419401