【摘要】：隨著人們生活水平的不斷提高,我國休閑食品得到了極大的發(fā)展。尤其是最近幾年,休閑食品市場及種類以幾何層級遞增,國內(nèi)休閑食品企業(yè)以雨后春筍般的速度涌現(xiàn)出來。但目前國內(nèi)休閑食品市場中,外資、合資企業(yè)占據(jù)了主導地位,本土企業(yè)年銷售額超過億元的并不多,且大多是作坊式的小企業(yè)。因此像澳崎高質(zhì)食品有限公司這樣的本土企業(yè)如何在激烈競爭中做大做強,面臨著巨大的困難與挑戰(zhàn)。 本文首先運用PEST分析、波特的五力模型等研究方法對澳崎高質(zhì)食品有限公司的內(nèi)外環(huán)境進行深入的分析；從中總結(jié)出公司目前所面臨的機會和遇到的威脅,接著用SWOT工具為公司制定了可供參考的產(chǎn)品營銷戰(zhàn)略方案；在此基礎(chǔ)上再以4PS營銷理論作為指導,為公司制定了具體的營銷策略；最后討論了澳崎高質(zhì)食品有限公司產(chǎn)品營銷策略的具體實施步驟及保障。 論文希望通過對澳崎高質(zhì)食品有限公司的營銷策略進行研究,對公司在休閑食品市場的進一步發(fā)展提供決策依據(jù)。同時這種營銷策略的研究及制定過程,對國內(nèi)其它休閑食品企業(yè),也都有一定參考價值。
[Abstract]:With the continuous improvement of people's living standards, our country's leisure food has been greatly developed. Especially in recent years, the leisure food market and kinds are increasing at geometric level, and domestic leisure food enterprises are springing up at the rate of bamboo shoots. But at present in the domestic leisure food market, the foreign capital, the joint venture enterprise occupies the dominant position, the local enterprise annual sales more than 100 million yuan is not many, and mostly is the workshop type small enterprise. Therefore, the local enterprises such as Ausaki High-quality Food Co., Ltd are facing great difficulties and challenges in the fierce competition. In this paper, PEST analysis, Porter's five-force model and other research methods are used to analyze the internal and external environment of Ausaki High-quality Food Co., Ltd. This paper summarizes the opportunities and threats faced by the company at present, and then uses SWOT tools to draw up the product marketing strategy for the company. On this basis, with the guidance of 4PS marketing theory, the specific marketing strategy is formulated for the company. Finally, the concrete implementation steps and guarantee of the product marketing strategy of Ausaki High-quality Food Co., Ltd are discussed. This paper hopes to study the marketing strategy of Ausaki High-quality Food Co., Ltd., and to provide the decision-making basis for the further development of the company in the leisure food market. At the same time, this kind of marketing strategy research and formulation process, also has certain reference value to other domestic leisure food enterprises.
【學位授予單位】：蘭州大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F426.82

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本文編號：2455503