本文關(guān)鍵詞：諾優(yōu)能嬰幼兒奶粉江蘇市場營銷策略研究　出處：《南京大學》2017年碩士論文　論文類型：學位論文

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【摘要】：隨著更多國外知名品牌奶粉的進駐以及本土奶粉的強勢并購,國內(nèi)奶粉行業(yè)的競爭日益激烈,加之國家政策對本土品牌的傾斜,達能公司旗下的諾優(yōu)能嬰幼兒奶粉面臨著行業(yè)內(nèi)眾多品牌的激烈競爭。由于食品安全監(jiān)管存在著很大的漏洞,嬰幼兒奶粉質(zhì)量安全事件頻頻出現(xiàn),嚴重影響了嬰幼兒的健康成長。從2012年,很多中國家庭開始通過各種渠道來購買海外的奶粉,這樣就形成了一種新的消費模式,即"海淘"模式。該模式的出現(xiàn),這對于諾優(yōu)能嬰幼兒奶粉這種原裝原罐國外進口嬰兒奶粉通過正規(guī)渠道引入國內(nèi)的銷售也帶來了較大沖擊。許多消費者認為,只有產(chǎn)品上全部印有英文說明書的才是原裝原罐國外進口;在產(chǎn)品上印有中文字體的均為國內(nèi)灌裝。江蘇省位于長三角地區(qū),經(jīng)濟水平相對發(fā)達,人們對奶粉的需求和對奶粉品牌的質(zhì)量的要求相對更高。因此整合諾優(yōu)能嬰幼兒奶粉在江蘇市場的營銷策略,有利于其在江蘇市場發(fā)揮自身優(yōu)勢,在奶粉行業(yè)中保持領(lǐng)跑地位,擴大市場占有率以及提高銷售總量。首先,結(jié)合所學的市場營銷理論,通過查閱大量相關(guān)文獻,運用了 PEST分析模式對諾優(yōu)能嬰幼兒奶粉在江蘇市場所面臨的競爭和經(jīng)營環(huán)境進行了詳細的分析,得出中國經(jīng)濟飛速健康發(fā)展,城鄉(xiāng)居民收入持續(xù)增加,政府加大管理通貨膨脹,對消費品市場起到支撐作用,國家和食品安全的法律法規(guī)越來越嚴謹,奶粉行業(yè)技術(shù)不斷與時俱進;其次從產(chǎn)品與價格管理、分銷與渠道、促銷策略、銷售管理四個方面對諾優(yōu)能嬰幼兒奶粉江蘇市場的營銷能力進行了分析,總結(jié)出嬰幼兒奶粉市場的特點和競爭者的不同特質(zhì)。運用SWOT分析方法對諾優(yōu)能在江蘇市場中所具有的優(yōu)勢和機會,以及所面臨的威脅和劣勢進行了詳細的分析,找出目前策略存在的問題。同時,利用市場細分方法對目標市場和目標客戶進行詳細的分析。利用4P營銷理論制定了諾優(yōu)能在江蘇市場中的營銷策略。本文還從組織保障、團隊保障、服務(wù)保障和配送保障四個方面探討了諾優(yōu)能嬰幼兒奶粉江蘇市場營銷策略實施的保障措施。希望能夠提升公司品牌形象,提高銷量和市場占有率。
[Abstract]:With more foreign well-known brands of milk powder into the market and the strong acquisition of local milk powder, the competition of domestic milk powder industry is increasingly fierce, coupled with the tilt of national policies to local brands. Danone's Nuoyoueng infant milk powder faces fierce competition from many brands in the industry. Due to the existence of large loopholes in food safety supervision, infant milk powder quality and safety incidents occur frequently. Since 2012, many Chinese families have started buying overseas milk powder through a variety of channels, creating a new consumption pattern. That is, the "Haicao" model. The emergence of this model, this for the Nuoyou Neng infant milk powder, the original pot of imported infant milk powder imported through formal channels to domestic sales also brought a big impact. Many consumers think. Only when all the English instructions are printed on the product, the original can is imported from abroad; The Chinese characters printed on the products are filled in China. Jiangsu Province is located in the Yangtze River Delta region, the economic level is relatively developed. The demand for milk powder and the quality of milk powder brand are relatively higher. Therefore, integrating the marketing strategy of Nuoyou Neng infant milk powder in Jiangsu market is conducive to its own advantage in Jiangsu market. In the milk powder industry to maintain the leading position, expand market share and increase the total amount of sales. First, combined with the study of marketing theory, through consulting a large number of relevant literature. This paper analyzes the competition and management environment of Nuoyoueng infant milk powder in Jiangsu market by using PEST analysis model, and draws the conclusion that China's economy is developing rapidly and healthily, and the income of urban and rural residents continues to increase. The government increases the management of inflation, plays a supporting role to the consumer market, the national and food safety laws and regulations are more and more stringent, milk powder industry technology keeps pace with the times; Secondly, it analyzes the marketing ability of Nuoyoueng infant milk powder market from four aspects: product and price management, distribution and channel, promotion strategy and sales management. Summed up the characteristics of infant milk powder market and the different characteristics of competitors. The use of SWOT analysis method in the Jiangsu market Nuoyou Neng has the advantages and opportunities. And the threats and disadvantages faced by the detailed analysis, to find out the existing problems of the strategy. At the same time. Using the method of market segmentation to analyze the target market and target customers in detail. Using 4P marketing theory to formulate the marketing strategy of NuoyouNeng in Jiangsu market. This paper also from the organizational security, team support. Four aspects of service security and distribution security are discussed in order to improve the brand image, sales volume and market share of Nuoyoueng infant milk powder in Jiangsu province.
【學位授予單位】：南京大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F274;F426.82

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