本文選題：新賽股份 + 食用油��； 參考：《石河子大學(xué)》2016年碩士論文

【摘要】：國內(nèi)市場上食用油行業(yè)競爭激烈。一方面是國際食用油巨頭和國內(nèi)大品牌的強(qiáng)大營銷,另一方面是行業(yè)產(chǎn)能嚴(yán)重過剩。在新疆絲綢之路經(jīng)濟(jì)帶建設(shè)背景下,新疆經(jīng)濟(jì)會(huì)有一個(gè)全新的變化。人民生活水平的提高會(huì)對各行各業(yè)提出更高的要求。對于食用油的要求越來越向健康、安全、營養(yǎng)、綠色方向發(fā)展。消費(fèi)者更加關(guān)注食用油在安全的前提下提供的營養(yǎng)價(jià)值。在不斷加強(qiáng)和更新質(zhì)量意識(shí)、著力打造本土品牌的形勢下,新疆市場涌現(xiàn)了一批本地食用油品牌企業(yè)。作為新疆資深的食用油企業(yè)新賽股份就是其中之一。面對大品牌和本地品牌的雙重競爭,新賽股份食用油產(chǎn)品收益出現(xiàn)逐年下降和波動(dòng)的情況。本文通過對新賽股份食用油產(chǎn)品的內(nèi)、外部環(huán)境和競爭者分析,采用SWOT分析法分析出食用油產(chǎn)品在新疆市場的優(yōu)勢及存在的機(jī)遇和挑戰(zhàn);以STP營銷戰(zhàn)略理論為支撐,結(jié)合營銷環(huán)境分析結(jié)果,進(jìn)行產(chǎn)品市場細(xì)分和目標(biāo)市場定位;針對目前市場實(shí)際情況,以4P營銷理論支持本文為新賽股份制訂較為可行的新疆市場食用油產(chǎn)品營銷策略。面對大品牌強(qiáng)勢瓜分和本土品牌的強(qiáng)勁競爭,針對市場情況的客觀變化,新賽股份食用油產(chǎn)品應(yīng)以積極的營銷戰(zhàn)略適應(yīng)經(jīng)濟(jì)新常態(tài)。在“絲綢之路經(jīng)濟(jì)帶”建設(shè)的大好契機(jī)中,充分利用公司的設(shè)備、技術(shù)、人才、地理位置、物流運(yùn)輸、口岸、周邊貿(mào)易國家等有利條件,以產(chǎn)品和品牌為核心,充分研究市場趨勢,制定有效的全局性營銷戰(zhàn)略,進(jìn)一步提高企業(yè)產(chǎn)品的市場占有率和競爭力,在激烈的競爭中穩(wěn)定現(xiàn)有市場份額,抓牢本地市場,增進(jìn)新疆市場表現(xiàn)進(jìn)而拓展疆外市場,實(shí)現(xiàn)新疆本土大品牌的戰(zhàn)略目標(biāo)。抓住國內(nèi)巨頭企業(yè)潛心培育高端市場的機(jī)會(huì),以企業(yè)優(yōu)勢和地緣優(yōu)勢與國內(nèi)大牌企業(yè)合作開發(fā)高端特種油市場,利用合作實(shí)力將高端食用油產(chǎn)品的營銷理念從“消費(fèi)者驅(qū)動(dòng)”向“驅(qū)動(dòng)消費(fèi)者”轉(zhuǎn)變。產(chǎn)品方面利用地緣優(yōu)勢和口岸優(yōu)勢開拓和把控優(yōu)質(zhì)原料渠道,針對消費(fèi)者對食用油產(chǎn)品提出的健康、安全、營養(yǎng)、綠色的要求合理豐富產(chǎn)品線,采取差異化競爭戰(zhàn)略,以“羚羊嘜”葵花籽油和調(diào)和油抓牢博州本地市場,以“紅葡番”特種油增進(jìn)新疆市場表現(xiàn)進(jìn)而擴(kuò)張疆外市場;價(jià)格方面大眾油品以競爭導(dǎo)向?yàn)樵瓌t定價(jià)以吸引對價(jià)格敏感人群,高端特色油品以價(jià)值導(dǎo)向?yàn)樵瓌t定價(jià)滿足不同層次顧客的需求,制定合理的產(chǎn)品組合價(jià)格讓產(chǎn)品更具有競爭力和盈利性;渠道方面采取銷售渠道多元化戰(zhàn)略,開發(fā)新渠道;促銷方面以宣傳效率為準(zhǔn)繩選擇促銷平臺(tái),針對不同廣告平臺(tái),推廣不同側(cè)重點(diǎn)的廣告,加強(qiáng)公共關(guān)系促銷和網(wǎng)絡(luò)促銷平臺(tái);以上分析以期對新賽股份食用油產(chǎn)品的營銷戰(zhàn)略提供參考。
[Abstract]:Domestic market cooking oil industry competition is fierce. On the one hand is the international edible oil giant and the domestic big brand strong marketing, on the other hand is the industry overcapacity. In Xinjiang Silk Road economic belt construction background, Xinjiang economy will have a new change. The improvement of people's living standard will put forward higher requirements to all walks of life. The requirements for edible oil are increasingly healthy, safe, nutritious and green. Consumers pay more attention to the nutritional value of edible oil under the premise of safety. Under the situation of constantly strengthening and renewing quality consciousness and making efforts to build local brands, a number of local edible oil brand enterprises have emerged in Xinjiang market. Xinjiang as a senior cooking oil enterprise shares in the new game is one of them. In the face of the double competition between big brands and local brands, the income of new stock edible oil products decreases and fluctuates year by year. Based on the analysis of internal and external environment and competitors of Xinsai stock edible oil products, this paper analyzes the advantages, opportunities and challenges of edible oil products in Xinjiang market by using SWOT analysis method, which is supported by STP marketing strategy theory. Combined with the analysis of marketing environment, the product market segmentation and target market positioning are carried out. According to the actual market situation at present, the 4p marketing theory is used to support the development of a more feasible marketing strategy for Xinsai stock market in Xinjiang. In the face of the strong division of big brands and the strong competition of local brands and the objective changes of market conditions, the new stock edible oil products should adapt to the new normal economy with positive marketing strategy. In the excellent opportunity for the construction of the "Silk Road Economic Belt," we should make full use of the company's equipment, technology, talents, geographical location, logistics, transportation, ports, neighboring trading countries, and so on, taking products and brands as the core. Fully study market trends, formulate effective overall marketing strategies, further improve the market share and competitiveness of enterprise products, stabilize the existing market share in the fierce competition, and grasp the local market, To enhance the market performance of Xinjiang and then to expand the market outside Xinjiang, to achieve the strategic goal of the big local brands in Xinjiang. To seize the opportunity for domestic giants to concentrate on cultivating the high-end market, and to cooperate with large domestic enterprises to develop the high-end special oil market with their advantages and geographical advantages. Use cooperative strength to change the marketing concept of high-end edible oil products from "consumer-driven" to "driven consumer". In terms of products, they exploit and control the channels of high-quality raw materials by using their geographical advantages and port advantages, aiming at the demands of consumers for healthy, safe, nutritious and green edible oil products, and to rationally enrich the product lines and adopt a differentiated competitive strategy. With "antelope mark" sunflower seed oil and blending oil to grasp the local market in Bozhou, with "red glucomannan" special oil to enhance the performance of Xinjiang market and expand the market outside Xinjiang; In price terms, mass oil products are priced on a competition-oriented basis in order to attract price-sensitive people, and high-end specialty oils are priced on a value-oriented basis to meet the needs of different levels of customers. Make reasonable product combination price to make the product more competitive and profitable; adopt the marketing channel diversification strategy in the channel aspect, develop the new channel; the promotion aspect takes the propaganda efficiency as the yardstick to choose the promotion platform, aiming at the different advertisement platform, The above analysis is intended to provide a reference for the marketing strategy of new stock edible oil products.
【學(xué)位授予單位】：石河子大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2016
【分類號】：F274;F426.82

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