本文關(guān)鍵詞： 小圈豬肉 營(yíng)銷(xiāo)策略 實(shí)施保障　出處：《東北大學(xué)》2015年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】："小圈"豬肉作為沈陽(yáng)市場(chǎng)一個(gè)新興的豬肉品牌,旨在成為百姓餐桌上的健康的、安全的、肉香淳厚的長(zhǎng)齡放心豬肉。如何在激烈的市場(chǎng)環(huán)境下為"小圈"豬肉找到出路并脫穎而出,讓顧客認(rèn)識(shí)"小圈"、認(rèn)可"小圈"、并成為"小圈"的忠實(shí)客戶(hù),這些都關(guān)系到"小圈"品牌的存亡與發(fā)展。因此,制定出合理的市場(chǎng)營(yíng)銷(xiāo)策略變得尤為重要。本文首先通過(guò)文獻(xiàn)收集法對(duì)市場(chǎng)營(yíng)銷(xiāo)理論進(jìn)行了梳理,并作為"小圈"豬肉營(yíng)銷(xiāo)策略研究的理論依據(jù);其次,通過(guò)資料收集從國(guó)內(nèi)的宏觀環(huán)境和行業(yè)環(huán)境兩個(gè)方面對(duì)"小圈"豬肉所處的外部環(huán)境進(jìn)行分析,其中宏觀環(huán)境從政治法律環(huán)境、經(jīng)濟(jì)環(huán)境、社會(huì)文化環(huán)境和人口環(huán)境四個(gè)方面進(jìn)行闡述,行業(yè)環(huán)境分別從行業(yè)的發(fā)展與趨勢(shì)、行業(yè)技術(shù)和競(jìng)爭(zhēng)環(huán)境三個(gè)層面進(jìn)行細(xì)化的分析;再次,通過(guò)企業(yè)調(diào)研對(duì)從品牌建設(shè)、營(yíng)銷(xiāo)能力、生產(chǎn)和采購(gòu)能力、經(jīng)營(yíng)管理能力四個(gè)方面對(duì)"小圈"豬肉的內(nèi)部環(huán)境進(jìn)行分析;第四,在外部、內(nèi)部環(huán)境分析的基礎(chǔ)之上,運(yùn)用SWOT分析矩陣分析"小圈"豬肉的優(yōu)勢(shì)、劣勢(shì)、機(jī)會(huì)和風(fēng)險(xiǎn),并對(duì)四者加以組合形成相應(yīng)的應(yīng)對(duì)策略,綜合豬肉市場(chǎng)細(xì)分、消費(fèi)行為影響因素分析、消費(fèi)者消費(fèi)需求分析確定"小圈"豬肉的目標(biāo)市場(chǎng)選擇和定位,提出"小圈"的營(yíng)銷(xiāo)策略,并對(duì)具體的策略實(shí)施細(xì)則加以闡述。最后為營(yíng)銷(xiāo)策略的實(shí)施建立了保障措施。
[Abstract]:As a new brand of pork in Shenyang market, "small Circle" pork is designed to be healthy and safe for the common people. How to find a way out and stand out for "small circle" pork in the fierce market environment, let customers know "small circle", recognize "small circle", and become loyal customer of "small circle" These are related to the "small circle" brand survival and development. Therefore, it is particularly important to formulate a reasonable marketing strategy. Firstly, this paper combs the marketing theory through the method of literature collection. And as the "small circle" pork marketing strategy research theoretical basis; Secondly, through the data collection from the domestic macro environment and the industry environment two aspects of the "small circle" pork in the external environment analysis, in which the macro environment from the political and legal environment, economic environment. Social and cultural environment and population environment are elaborated, the industry environment from the industry development and trend, industry technology and competition environment three levels of detailed analysis; Thirdly, the internal environment of "small circle" pork is analyzed from four aspects: brand building, marketing ability, production and purchasing ability and management ability. In 4th, on the basis of external and internal environment analysis, the SWOT analysis matrix was used to analyze the advantages, disadvantages, opportunities and risks of "small circle" pork, and the corresponding coping strategies were formed by combining the four. According to the market segmentation of pork, the analysis of influencing factors of consumption behavior, and the analysis of consumer consumption demand, the target market selection and positioning of "small circle" pork are determined, and the marketing strategy of "small circle" is put forward. Finally, it establishes the safeguard measures for the implementation of marketing strategy.
【學(xué)位授予單位】：東北大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類(lèi)號(hào)】：F274;F323.7

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