本文選題：速凍米飯 + 營(yíng)銷(xiāo)策略　； 參考：《首都經(jīng)濟(jì)貿(mào)易大學(xué)》2017年碩士論文

【摘要】：我國(guó)速凍食品行業(yè)伴隨著消費(fèi)趨勢(shì)快速發(fā)展,形成以餃子、湯圓、包子、粽子、餛飩為主要產(chǎn)品的食品行業(yè),尤其以餃子、湯圓兩類(lèi)產(chǎn)品為主,占比近63%,但近年速凍食品行業(yè)相對(duì)增長(zhǎng)緩慢,依據(jù)消費(fèi)者飲食習(xí)慣逐漸分化出速凍米飯、速凍面條、速凍方便菜等主食產(chǎn)品。對(duì)比日本、韓國(guó)、泰國(guó)等國(guó)家,速凍米飯行業(yè)發(fā)展成熟,品類(lèi)認(rèn)知度高的現(xiàn)狀,中國(guó)作為以大米為主食的消費(fèi)習(xí)慣,以及現(xiàn)代渠道的快速發(fā)展,對(duì)方便食品的高需求度,速凍米飯?jiān)谥袊?guó)市場(chǎng)處于空白階段,有較大的行業(yè)發(fā)展?jié)摿ΑP公司作為一家外資企業(yè),在T國(guó)有成熟的速凍米飯產(chǎn)品研發(fā)、生產(chǎn)和銷(xiāo)售經(jīng)驗(yàn),面對(duì)速凍食品行業(yè)發(fā)展增速放緩,尤其以方便面為代表的方便食品逐年萎縮,升級(jí)轉(zhuǎn)移其他方便食品成為速凍米飯行業(yè)發(fā)展的機(jī)會(huì)點(diǎn)。現(xiàn)在國(guó)內(nèi)較少有對(duì)速凍米飯行業(yè)深入分析研究的文獻(xiàn)資料,本文通過(guò)對(duì)速凍米飯的研究,填充速凍米飯行業(yè)從產(chǎn)品到營(yíng)銷(xiāo)策略制定、實(shí)施的全案研究?jī)?nèi)容,對(duì)速凍米飯行業(yè)的發(fā)展貢獻(xiàn)一些思路和想法。本論文以CP公司為分析對(duì)象,依據(jù)4P營(yíng)銷(xiāo)理論、STP理論、SWOT分析模型、定位理論等分析方法,在對(duì)公司外部環(huán)境以及內(nèi)部現(xiàn)狀分析基礎(chǔ)上,通過(guò)文案調(diào)查法、消費(fèi)者定性座談會(huì)調(diào)研法、市場(chǎng)走訪調(diào)研法等調(diào)查方法,分析、總結(jié)了公司外部的機(jī)會(huì)和威脅以及自身優(yōu)勢(shì)與劣勢(shì),通過(guò)調(diào)研結(jié)論,分析制定出CP速凍米飯的產(chǎn)品策略、品牌傳播策略、價(jià)格策略、市場(chǎng)與渠道策略、促銷(xiāo)策略,最終形成CP公司速凍米飯產(chǎn)品發(fā)展戰(zhàn)略方向,并闡述了各策略的實(shí)施方法,為CP速凍米飯產(chǎn)品的發(fā)展提供一條思路。同時(shí),伴隨速凍米飯行業(yè)發(fā)展3-5年,本文也提供了行業(yè)進(jìn)入成長(zhǎng)期的策略思路方向,期待通過(guò)CP速凍米飯的策略制定與實(shí)施,引領(lǐng)中國(guó)速凍米飯行業(yè)發(fā)展,通過(guò)以上的市場(chǎng)運(yùn)作給速凍米飯行業(yè)注入新的操作思路和方法。
[Abstract]:With the rapid development of consumption trend, China's quick-frozen food industry has formed a food industry with dumplings, steamed bun, dumplings and wonton as the main products, especially dumplings and dumplings. The proportion is nearly 63%, but in recent years the industry of frozen food is relatively slow, according to the consumer eating habits gradually differentiated into frozen rice, frozen noodles, frozen convenience food and other staple food products. Compared with Japan, South Korea, Thailand and other countries, the frozen rice industry has developed mature and has a high degree of category recognition. China, as a consumption habit of taking rice as its staple food, and the rapid development of modern channels, have a high demand for convenience foods. Instant frozen rice is in a blank stage in the Chinese market. As a foreign-funded enterprise, CP-Company has great industry development potential. It has developed, produced and sold frozen rice products in T state. Facing the rapid frozen food industry, the growth rate has slowed down. Especially the instant noodle as the representative of the convenience food shrinking year by year, upgrading the transfer of other convenience food as an opportunity point for the development of frozen rice industry. At present, there are few documents about the in-depth analysis and study of the quick-frozen rice industry in China. Through the research on the quick-frozen rice industry, this paper has filled the whole case study content of the quick-frozen rice industry from product to marketing strategy formulation and implementation. Contribute some ideas and ideas to the development of frozen rice industry. This paper takes CP Company as the analysis object, according to the 4P marketing theory and STP theory SWOT analysis model, positioning theory and other analysis methods, on the basis of the analysis of the company's external environment and internal status, through the text investigation method. Consumer qualitative forum research method, market visit research method and other survey methods, analyzed, summarized the external opportunities and threats of the company, as well as their own strengths and weaknesses, through the research conclusions, analyzed and worked out the product strategy of CP quick-frozen rice. Brand communication strategy, price strategy, market and channel strategy, promotion strategy, finally form the CP company quick frozen rice product development strategy direction, and elaborated each strategy implementation method, provides a thought for CP quick frozen rice product development. At the same time, with the development of quick-frozen rice industry for 3-5 years, this paper also provides the strategic direction of the industry to enter the growing period, and looks forward to the development of China's quick-frozen rice industry through the development and implementation of CP quick-frozen rice strategy. Through the above market operation to the frozen rice industry injection of new ideas and methods.
【學(xué)位授予單位】：首都經(jīng)濟(jì)貿(mào)易大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類(lèi)號(hào)】：F274;F426.82

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