本文關(guān)鍵詞： 羊奶粉 營(yíng)銷(xiāo)策略 戰(zhàn)略分析 市場(chǎng)選擇　出處：《西南交通大學(xué)》2015年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】：當(dāng)今社會(huì),國(guó)家經(jīng)濟(jì)處于一個(gè)飛速發(fā)展的階段,人民的收入也逐年增加,老百姓開(kāi)始注重生活品質(zhì)的提升,對(duì)于食品的要求也愈來(lái)愈高。羊奶粉,憑借其優(yōu)于牛奶粉的營(yíng)養(yǎng)成分,更容易被人體吸收的營(yíng)養(yǎng)特性,受到越來(lái)越多消費(fèi)者的認(rèn)同和肯定。近年來(lái),由于國(guó)家政策的大力倡導(dǎo),市場(chǎng)多元化發(fā)展,加上羊奶粉本身獨(dú)特的營(yíng)養(yǎng)構(gòu)造,羊奶粉制造業(yè)發(fā)生了一次空前的膨脹。在快速發(fā)展的過(guò)程中,競(jìng)爭(zhēng)壓力也隨之而來(lái)。許多乳品企業(yè)都不遺余力地發(fā)展山羊奶市場(chǎng)。羊奶熱,就這樣消無(wú)聲息的撲面而來(lái)。然而,市場(chǎng)份額始終偏小,產(chǎn)品還未被廣大消費(fèi)者全面接受,這無(wú)疑也是發(fā)展中的一個(gè)難題。本文筆者運(yùn)用市場(chǎng)學(xué)、營(yíng)銷(xiāo)學(xué)等相關(guān)理論,通過(guò)對(duì)現(xiàn)有市場(chǎng)的調(diào)查,及對(duì)相關(guān)企業(yè)的考察,從2013年國(guó)務(wù)院辦公廳批準(zhǔn)的食品藥品監(jiān)督總局等九部委聯(lián)合提交的新《意見(jiàn)》著手,使用PEST分析法分析當(dāng)前食品安全信任危機(jī)下新規(guī)定對(duì)乳制品市場(chǎng)的影響,并以陜西JN乳業(yè)為例,著重分析新形勢(shì)下羊乳品市場(chǎng)面臨的機(jī)遇和挑戰(zhàn)。使用SWOT矩陣分析法結(jié)合JN乳業(yè)現(xiàn)階段的實(shí)際情況,從企業(yè)內(nèi)部資源包括其硬件、財(cái)務(wù),人員以及生產(chǎn)、研發(fā)等方面綜合分析了企業(yè)的經(jīng)營(yíng)現(xiàn)狀。并對(duì)企業(yè)現(xiàn)階段的品牌定位,產(chǎn)品特點(diǎn),營(yíng)銷(xiāo)手段等問(wèn)題做了相關(guān)研究。針對(duì)其營(yíng)銷(xiāo)弱點(diǎn)和不足,結(jié)合目前市場(chǎng)競(jìng)爭(zhēng)環(huán)境下乳制品企業(yè)的營(yíng)銷(xiāo)壁壘,以及目前JN乳業(yè)的市場(chǎng)定位,對(duì)其目標(biāo)市場(chǎng)進(jìn)行優(yōu)化和排序,明確其市場(chǎng)定位,并針對(duì)市場(chǎng)給出了相應(yīng)的產(chǎn)品、品牌和渠道策略。JN乳業(yè),作為陜西羊乳企業(yè)的一個(gè)本土品牌,面對(duì)市場(chǎng)的大浪淘沙,面對(duì)消費(fèi)者的挑剔選擇,如何選擇企業(yè)營(yíng)銷(xiāo)策略,如何確定企業(yè)戰(zhàn)略部署,在競(jìng)爭(zhēng)中生存發(fā)展變強(qiáng),是公司著重要解決的一個(gè)重要問(wèn)題。筆者通過(guò)調(diào)研和考察,并嚴(yán)格按照國(guó)家新規(guī)定的要求,結(jié)合目前市場(chǎng)經(jīng)濟(jì)競(jìng)爭(zhēng)中的發(fā)展機(jī)遇,根據(jù)JN乳業(yè)現(xiàn)階段的市場(chǎng)營(yíng)銷(xiāo)需要,提出了相應(yīng)的應(yīng)對(duì)策略和解決建議,以幫助企業(yè)能夠更好地發(fā)展和盈利。
[Abstract]:In today's society, the national economy is in a stage of rapid development, the income of the people is also increasing year by year, people begin to pay attention to the improvement of quality of life, the demand for food is also higher and higher. Because of its better nutrition than milk powder and more easily absorbed by human body, it has been recognized and affirmed by more and more consumers. In recent years, due to the strong advocacy of national policies, the market diversified development. In addition, the unique nutritional structure of goat milk powder itself, sheep milk powder manufacturing industry has an unprecedented expansion. In the process of rapid development. Competition pressure also followed. Many dairy companies have spared no effort to develop the goat milk market. Goat milk fever, such a quiet face. However, the market share has always been small. The product has not been fully accepted by consumers, which is undoubtedly a difficult problem in the development. The author of this paper uses marketing, marketing and other relevant theories, through the existing market survey, and the investigation of related enterprises. From 2013 the General Office of the State Council approved by the General Administration of Food and Drug Supervision and other nine ministries and commissions jointly submitted the new opinions. The influence of the new regulations on the dairy market under the current food safety trust crisis was analyzed by using PEST analysis method, and the JN dairy industry in Shaanxi Province was taken as an example. This paper mainly analyzes the opportunities and challenges facing sheep dairy market under the new situation. Using SWOT matrix analysis method combined with the actual situation of JN dairy industry at the present stage, the internal resources of the enterprise include its hardware and finance. Personnel, production, R & D and other aspects of the comprehensive analysis of the business situation. And the current corporate brand positioning, product characteristics, marketing methods and other issues related to the study, aiming at its marketing weaknesses and deficiencies. Combined with the marketing barriers of dairy enterprises under the current market competition environment, and the current market positioning of JN dairy industry, the target market is optimized and sorted, and its market positioning is clarified. And according to the market given the corresponding products, brand and channel strategy. JN dairy industry, as a local brand of Shaanxi sheep milk enterprises, facing the market, facing the picky choice of consumers. How to choose the marketing strategy of the enterprise, how to determine the strategic deployment of the enterprise, and how to survive and develop in the competition is an important problem to be solved by the company. In accordance with the requirements of the new national regulations, combined with the development opportunities in the current market economy competition, according to the current marketing needs of the JN dairy industry, the corresponding countermeasures and solutions are put forward. To help enterprises to better develop and profit.
【學(xué)位授予單位】：西南交通大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類(lèi)號(hào)】：F426.82;F274

【參考文獻(xiàn)】

相關(guān)期刊論文 前3條

1 陳勝捷;;SWOT分析法在企業(yè)戰(zhàn)略規(guī)劃中的應(yīng)用實(shí)踐[J];中國(guó)管理信息化;2010年22期

2 楊真;;乳品市場(chǎng)的操作細(xì)分與對(duì)策[J];乳品與人類(lèi);2010年06期

3 楊會(huì)菊;;新時(shí)期中小企業(yè)營(yíng)銷(xiāo)策略創(chuàng)新問(wèn)題的研究[J];中國(guó)商貿(mào);2012年01期

相關(guān)碩士學(xué)位論文 前1條

1 蔣江;李寧體育用品公司營(yíng)銷(xiāo)管理創(chuàng)新的研究[D];廣西大學(xué);2012年

，

本文編號(hào)：1469644