奧利奧餅干鄭州市場銷售策略分析
發(fā)布時間：2019-04-20 17:42
【摘要】：奧利奧餅干品牌1912年誕生于美國，截至2012年，奧利奧餅干已經(jīng)度過了100歲的生日。如今，奧利奧餅干已經(jīng)像NBA籃球和可口可樂一樣成為美國文化的一部分，被譽為經(jīng)久不衰的餅干之王，自1996年奧利奧餅干進入中國市場后，在長達十多年的時間里，奧利奧餅干在中國市場的銷量一路高歌猛進，多年以來一直蟬聯(lián)餅干品牌銷售冠軍。 近年來，伴隨著國內(nèi)經(jīng)濟的快速發(fā)展，居民的消費水平逐漸提升，餅干品類的產(chǎn)品的國內(nèi)消費量也在日益增長。國內(nèi)外生產(chǎn)銷售餅干類產(chǎn)品的企業(yè)，林林總總，大大小小有近千家。隨著企業(yè)間的并購與餅干行業(yè)結(jié)構(gòu)的調(diào)整，國內(nèi)外的餅干企業(yè)在面臨行業(yè)內(nèi)激烈的競爭同時，還需應(yīng)對山寨產(chǎn)品的沖擊，原材料成本上漲，人力資源成本上漲等各方面的壓力。 在產(chǎn)品，促銷，廣告，分銷渠道都逐漸的趨于同質(zhì)化的今天，奧利奧餅干的銷售渠道的研究與開發(fā)已經(jīng)成為卡夫食品公司當前發(fā)展的重中之重，近年來，，奧利奧餅干直接在零售終端門店的餅干貨架上與各大競爭對手展開了愈演愈烈的比拼。創(chuàng)新口味的餅干類產(chǎn)品分銷渠道建設(shè)；豐富多樣的產(chǎn)品口味與規(guī)格的多種完美組合；新穎獨特的各種促銷活動的優(yōu)異執(zhí)行展示等，都是提升奧利奧銷量增長，增加奧利奧的市場占有率最重要的資本。如何進行奧利奧餅干產(chǎn)品分銷渠道的創(chuàng)新與建設(shè)？如何提高銷售人員在市場中的執(zhí)行能力？如何加強對終端零售門店的控制？如何通過有效的改善進而實現(xiàn)銷售終端的創(chuàng)新與改造，都是奧利奧餅干目前遇到的諸多有待于解決的問題。 在本文中，筆者在總結(jié)與分析奧利奧餅干在鄭州市場目前狀況的基礎(chǔ)上，站在銷售策略分析的角度，對奧利奧餅干在鄭州市場上不同階段的特點，以及可能出現(xiàn)的問題進行的規(guī)范。筆者認為奧利奧餅干首先應(yīng)該定位于打造長期持續(xù)優(yōu)勢品牌。在鄭州市場打造各種不同類型的銷售渠道，針對不同的銷售渠道進行合理的分銷產(chǎn)品組合。從對鄭州市的餅干市場角度分析奧利奧餅干的分渠道銷售策略，推廣政策，和品牌政策等方面進行詳細的分析并且對各種政策信息的執(zhí)行于運作方式進行了初步規(guī)范，有利于幫助奧利奧餅干在鄭州市場有一個更加持續(xù)并且穩(wěn)固的增長。
[Abstract]:The Oreo Biscuit brand was born in the United States in 1912. As of 2012, Oreo Biscuit was 100 years old. Today, like NBA basketball and Coca-Cola, Oreos have become part of American culture, known as the enduring king of biscuits, and for more than a decade since Oreos entered the Chinese market in 1996. Oreo Biscuit sales in China market has been booming, for many years has been the number one biscuit brand sales champion. In recent years, with the rapid development of domestic economy, the consumption level of residents is gradually increasing, and the domestic consumption of biscuit products is increasing day by day. Production and sales of biscuit products at home and abroad, companies, large and small, there are nearly a thousand. With the merger and acquisition among enterprises and the adjustment of biscuit industry structure, the domestic and foreign biscuit enterprises face the fierce competition in the industry, at the same time, they need to deal with the impact of the fake products, the rising cost of raw materials, the rising cost of human resources and other aspects of pressure. In the product, promotion, advertising, distribution channels are gradually becoming homogeneous today, the research and development of the sales channels of Oreo biscuits has become the most important development of Kraft Foods Company in recent years. Oreo Biscuit directly on the retail terminal stores on the biscuit shelf to compete with the major competitors are increasingly fierce. Creative taste of biscuit products distribution channel construction, rich variety of product tastes and specifications of a variety of perfect combinations; New and unique promotional activities such as excellent performance display, are to increase Oreo sales growth, increase Oreo market share of the most important capital. How to carry on the innovation and construction of the distribution channel of Oreo biscuit products? How to improve sales performance in the market? How to strengthen the control of terminal retail stores? How to achieve the innovation and transformation of the sales terminal through the effective improvement is a lot of problems that Oreo biscuits have to be solved at present. In this paper, on the basis of summarizing and analyzing the current situation of Oreo biscuits in Zhengzhou market, standing in the angle of marketing strategy analysis, the author analyzes the characteristics of different stages of Oreo biscuits in Zhengzhou market. And possible problems with the specification. I think Oreo biscuits should first be positioned to create a long-term sustainable advantage brand. In Zhengzhou market to create a variety of different types of sales channels, for different sales channels for a reasonable distribution product portfolio. From the point of view of Zhengzhou biscuit market, this paper analyzes the sub-channel sales strategy, promotion policy, and brand policy of Oreo biscuits in detail, and makes a preliminary regulation on the implementation of various policy information in the operation mode. Help Oreo cookies have a more sustained and stable growth in the Zhengzhou market.
【學位授予單位】：河北工業(yè)大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F416.82
本文編號：2461814
[Abstract]:The Oreo Biscuit brand was born in the United States in 1912. As of 2012, Oreo Biscuit was 100 years old. Today, like NBA basketball and Coca-Cola, Oreos have become part of American culture, known as the enduring king of biscuits, and for more than a decade since Oreos entered the Chinese market in 1996. Oreo Biscuit sales in China market has been booming, for many years has been the number one biscuit brand sales champion. In recent years, with the rapid development of domestic economy, the consumption level of residents is gradually increasing, and the domestic consumption of biscuit products is increasing day by day. Production and sales of biscuit products at home and abroad, companies, large and small, there are nearly a thousand. With the merger and acquisition among enterprises and the adjustment of biscuit industry structure, the domestic and foreign biscuit enterprises face the fierce competition in the industry, at the same time, they need to deal with the impact of the fake products, the rising cost of raw materials, the rising cost of human resources and other aspects of pressure. In the product, promotion, advertising, distribution channels are gradually becoming homogeneous today, the research and development of the sales channels of Oreo biscuits has become the most important development of Kraft Foods Company in recent years. Oreo Biscuit directly on the retail terminal stores on the biscuit shelf to compete with the major competitors are increasingly fierce. Creative taste of biscuit products distribution channel construction, rich variety of product tastes and specifications of a variety of perfect combinations; New and unique promotional activities such as excellent performance display, are to increase Oreo sales growth, increase Oreo market share of the most important capital. How to carry on the innovation and construction of the distribution channel of Oreo biscuit products? How to improve sales performance in the market? How to strengthen the control of terminal retail stores? How to achieve the innovation and transformation of the sales terminal through the effective improvement is a lot of problems that Oreo biscuits have to be solved at present. In this paper, on the basis of summarizing and analyzing the current situation of Oreo biscuits in Zhengzhou market, standing in the angle of marketing strategy analysis, the author analyzes the characteristics of different stages of Oreo biscuits in Zhengzhou market. And possible problems with the specification. I think Oreo biscuits should first be positioned to create a long-term sustainable advantage brand. In Zhengzhou market to create a variety of different types of sales channels, for different sales channels for a reasonable distribution product portfolio. From the point of view of Zhengzhou biscuit market, this paper analyzes the sub-channel sales strategy, promotion policy, and brand policy of Oreo biscuits in detail, and makes a preliminary regulation on the implementation of various policy information in the operation mode. Help Oreo cookies have a more sustained and stable growth in the Zhengzhou market.
【學位授予單位】：河北工業(yè)大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F416.82
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相關(guān)期刊論文 前2條
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2 ;中國餅干市場現(xiàn)狀分析[J];農(nóng)業(yè)工程技術(shù)(農(nóng)產(chǎn)品加工);2007年08期
本文編號：2461814
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