本文選題：目標(biāo)市場(chǎng)　切入點(diǎn)：市場(chǎng)定位　出處：《河南大學(xué)》2013年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】：三門(mén)峽普瑞瑪果醋飲品有限公司成立于2002年9月，是豫西地區(qū)首家集果汁、果醋、乳飲品及植物蛋白飲料的生產(chǎn)、銷(xiāo)售于一體的企業(yè)。但企業(yè)創(chuàng)建以來(lái)，一直存在著市場(chǎng)占有率低、市場(chǎng)開(kāi)發(fā)力度弱、營(yíng)銷(xiāo)渠道不暢等諸多問(wèn)題，直接導(dǎo)致其品牌知名度弱、市場(chǎng)競(jìng)爭(zhēng)力低下。隨著飲料行業(yè)發(fā)展和國(guó)內(nèi)消費(fèi)者對(duì)健康飲料的追求，中國(guó)飲料產(chǎn)業(yè)結(jié)構(gòu)也在不斷調(diào)整，蛋白飲料的發(fā)展勢(shì)頭迅猛。普瑞瑪公司植物蛋白飲料進(jìn)入市場(chǎng)時(shí)間短，目前市場(chǎng)上存在著諸多強(qiáng)勢(shì)品牌的擠壓，普瑞瑪要想在市場(chǎng)上占據(jù)一席之地并獲得較高的市場(chǎng)競(jìng)爭(zhēng)力，沒(méi)有一系列有效的營(yíng)銷(xiāo)舉措是很難實(shí)現(xiàn)的。本文通過(guò)對(duì)普瑞瑪公司植物蛋白飲料營(yíng)銷(xiāo)環(huán)境和現(xiàn)有營(yíng)銷(xiāo)策略的分析，提出普瑞瑪公司植物蛋白飲料營(yíng)銷(xiāo)策略的改進(jìn)建議。 本文采用的研究方法主要包括文獻(xiàn)研究法、案例研究法和訪(fǎng)談法。全文共分為六章。第一章是緒論，主要介紹論文的研究背景和意義，研究方法與研究?jī)?nèi)容架。第二章是相關(guān)理論基礎(chǔ)。包括營(yíng)銷(xiāo)組合理論和目標(biāo)市場(chǎng)理論。第三章是普瑞瑪公司植物蛋白飲料的營(yíng)銷(xiāo)環(huán)境。包括對(duì)普瑞瑪公司基本情況的介紹及營(yíng)銷(xiāo)戰(zhàn)略規(guī)劃、普瑞瑪公司植物蛋白飲料的宏觀(guān)與微觀(guān)營(yíng)銷(xiāo)環(huán)境，，并進(jìn)行了SWOT分析。第四章是普瑞瑪公司植物蛋白飲料的營(yíng)銷(xiāo)策略。從產(chǎn)品、價(jià)格、渠道和促銷(xiāo)四個(gè)方面進(jìn)行了介紹。第五章是普瑞瑪公司植物蛋白飲料營(yíng)銷(xiāo)策略的改進(jìn)建議。包括樹(shù)立顧客滿(mǎn)意的營(yíng)銷(xiāo)理念、制定不同的市場(chǎng)定位戰(zhàn)略、實(shí)施營(yíng)銷(xiāo)組合策略、進(jìn)行體驗(yàn)營(yíng)銷(xiāo)和重視網(wǎng)絡(luò)口碑營(yíng)銷(xiāo)。第六章是結(jié)論及進(jìn)一步研究方向。
[Abstract]:Sanmenxia Prema vinegar Beverage Co., Ltd. was established in September 2002. It is the first company to produce and sell fruit juice, vinegar, milk drinks and vegetable protein drinks in western Henan. There have been many problems, such as low market share, weak market development and poor marketing channels, which directly lead to weak brand awareness and low market competitiveness. With the development of beverage industry and the domestic consumers' pursuit of healthy drinks, The structure of the beverage industry in China is also constantly adjusting, and the development of protein drinks is growing rapidly. Pryma has a short time to enter the market for vegetable protein beverages. At present, there are many strong brands squeezing in the market. It is difficult for Prema to take a place in the market and gain higher market competitiveness without a series of effective marketing measures. Some suggestions for improving the marketing strategy of plant protein beverage of Pryma Company are put forward. The research methods used in this paper mainly include literature research, case study and interview. The full text is divided into six chapters. The first chapter is the introduction, which mainly introduces the research background and significance of the thesis. Research methods and content frames. Chapter 2 is the theoretical basis. It includes marketing combination theory and target market theory. Chapter 3 is the marketing environment of plant protein beverage of Pryma company. Introduction and marketing strategy planning, The macro and micro marketing environment of plant protein beverage of Prima Company, and the SWOT analysis. Chapter 4th is the marketing strategy of plant protein beverage of Prima Company. Chapter 5th is the suggestion to improve the marketing strategy of plant protein beverage of Pryma Company. It includes setting up the marketing concept of customer satisfaction, formulating different market positioning strategies, and implementing the marketing combination strategy. Experience marketing and focus on online word of mouth marketing. Chapter 6th is the conclusion and further research direction.
【學(xué)位授予單位】：河南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：F274;F426.82

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