本文選題：乳制品企業(yè)　切入點：營銷效率　出處：《哈爾濱商業(yè)大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：效率與效益具有正相關(guān)關(guān)系,高效益是以高效率為前提的。所以,企業(yè)要想追求高效益,就必須重視高效率。營銷效率是營銷主體在特定時間內(nèi),投入的各種資本、人力等營銷資源總量與產(chǎn)生的營銷效果總量之間的比率關(guān)系。提高企業(yè)的營銷效率,一方面意味著大量的企業(yè)產(chǎn)品能夠及時銷售出去,實現(xiàn)產(chǎn)品的商業(yè)價值,給企業(yè)帶來利潤,不僅減少了產(chǎn)品的積壓,還實現(xiàn)了企業(yè)的現(xiàn)金回流,為企業(yè)的發(fā)展帶來更多的機(jī)會。另一方面,營銷效率的提高,意味著投入市場營銷的資源量較少,產(chǎn)出相對較多,于是企業(yè)的收益率將提升。黑龍江省是我國乳品生產(chǎn)大省,有162家乳制品企業(yè),有40余個知名乳品品牌,乳制品生產(chǎn)企業(yè)總數(shù)、產(chǎn)品品種種類等均居全國首位。但是,就個體企業(yè)而言,黑龍江的企業(yè)在國內(nèi)的地位并不顯赫。據(jù)前瞻產(chǎn)業(yè)研究院2014年公布的中國乳企排名:第一位是伊利,市場份額21.7%;第二名是蒙牛,市場份額18.8%;黑龍江省完達(dá)山乳業(yè)排名第七,市場占有率1.9%,不及第一名伊利的1/10,相當(dāng)于第二名蒙牛的1/10。說明黑龍江省乳品企業(yè)在市場開發(fā)方面存在巨大差距。論文以關(guān)鍵效率指標(biāo)理論和關(guān)系營銷理論為依據(jù),運用數(shù)據(jù)包絡(luò)分析法(DEA),選取黑龍江最具有代表性的飛鶴乳業(yè)、完達(dá)山乳業(yè)、龍丹乳業(yè)、太子樂、搖籃乳業(yè)和光明松鶴乳業(yè)飲品有限公司等六家乳品企業(yè)作為研究對象,對其營銷效率進(jìn)行分析。結(jié)論是:黑龍江省各乳制品企業(yè)市場營銷效率差距明顯;影響企業(yè)市場營銷效率的主要因素是企業(yè)市場營銷盈利-競爭-創(chuàng)新能力、企業(yè)營銷運作效率和企業(yè)滿足顧客需求能力。就如何提升黑龍江省乳品企業(yè)營銷效率問題,論文提出堅持實施科學(xué)管理;高度重視企業(yè)研發(fā)和創(chuàng)新能力;提升滿足消費者需求能力;實施差異化營銷以提高市場競爭能力;政府應(yīng)落實乳制品相關(guān)法律及標(biāo)準(zhǔn)的執(zhí)行監(jiān)管工作等五方面建議,供企業(yè)參考。
[Abstract]:There was a positive correlation between the efficiency and benefit, high efficiency with high efficiency is the premise. Therefore, enterprises want to pursue high efficiency, we must pay attention to the efficiency. The efficiency of marketing is the marketing subject in a certain period of time, capital investment, human resources and marketing between the total produce marketing effect of total ratio increase. Enterprise's marketing efficiency, on the one hand means that a large number of enterprises sell products in a timely manner, to realize the commercial value of product, bring the profit to the enterprise, not only to reduce the backlog of products, but also realize the cash flow of enterprises, bring more opportunities for the development of enterprises. On the other hand, marketing efficiency, means less resources into marketing, the output is relatively large, so the profit rate will increase. Heilongjiang province is the largest province of China's dairy production, 162 dairy companies, more than 40 well-known milk Brand, the total number of dairy production enterprises, product varieties are ranking first in the country. However, the individual enterprises, the enterprises in Heilongjiang position in the domestic milk prices is not prominent. According to China 2014 prospective industry Research Institute released rankings: the first one is the Yili, the market share of 21.7%; the second is Mengniu, market the share of 18.8%; Heilongjiang province wondersun dairy ranked seventh, the market share of 1.9%, less than the first Yili 1/10, equivalent to second of the 1/10. that Mengniu Dairy Enterprises in Heilongjiang province there is a huge gap in the development of the market. The key to efficiency index theory and relationship marketing theory as the basis, using data envelopment analysis (DEA) select the most representative of Heilongjiang, American Dairy, dairy Wandashan, long Dan dairy, Le Prince, as the cradle of dairy and dairy beverage Co. Ltd. Songhe bright six dairy enterprises The object of its marketing efficiency were analyzed. The conclusion is that the marketing efficiency gap between the dairy enterprise market in Heilongjiang province is obvious; the main factors that affect the efficiency of marketing is the enterprise market marketing profit - competition - innovation ability, ability to meet customer demand for enterprise marketing operation efficiency and enterprise. How to improve the efficiency of the marketing problems of dairy enterprises in Heilongjiang province this paper, insist on the implementation of scientific management; attaches great importance to enterprise development and innovation ability; improve the ability to meet consumer demand; to improve the market competition ability to implement differentiated marketing; the government should implement the dairy related laws and standards of five executive supervision suggestions for enterprise reference.

【學(xué)位授予單位】：哈爾濱商業(yè)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F274;F426.82

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