本文選題：液態(tài)奶　切入點(diǎn)：完達(dá)山　出處：《河北經(jīng)貿(mào)大學(xué)》2017年碩士論文

【摘要】：當(dāng)前,從中國(guó)乳制品行業(yè)來(lái)看,整體市場(chǎng)呈現(xiàn)為市場(chǎng)容量大、但人均占有量偏低的局面。近幾年,伴隨我國(guó)國(guó)民經(jīng)濟(jì)的穩(wěn)步增長(zhǎng)、消費(fèi)者購(gòu)買(mǎi)力的不斷提高,我國(guó)乳制品市場(chǎng)整體呈現(xiàn)出穩(wěn)中有升的良好局面,仍有很大的市場(chǎng)潛力與發(fā)展空間。而在整個(gè)乳制品市場(chǎng)中,無(wú)論從市場(chǎng)份額占有,還是從市場(chǎng)終端表現(xiàn)來(lái)看,液態(tài)奶這一品類無(wú)疑是最突出的。特別是自2008年三聚氰胺事件以來(lái),中國(guó)液態(tài)奶市場(chǎng)更是加強(qiáng)了各個(gè)環(huán)節(jié)的監(jiān)控,無(wú)論是從奶源管理、生產(chǎn)監(jiān)控,還是到銷售流通、市場(chǎng)監(jiān)管等方面,力度都明顯加大,消費(fèi)者信心指數(shù)逐步恢復(fù),這為下一步市場(chǎng)整體提升奠定了堅(jiān)實(shí)基礎(chǔ)。作為中國(guó)乳制品行業(yè)中的老牌企業(yè),完達(dá)山乳業(yè)依據(jù)黑龍江優(yōu)質(zhì)奶源基地,以奶粉生產(chǎn)經(jīng)營(yíng)起步,21世紀(jì)初拓展液態(tài)奶品類以來(lái),穩(wěn)居?xùn)|北區(qū)域市場(chǎng)龍頭。自2008年以來(lái),借助三聚氰胺事件,以數(shù)次抽檢質(zhì)量100%合格的強(qiáng)大優(yōu)勢(shì)順勢(shì)南下,先后進(jìn)軍華北、華東市場(chǎng),并逐步完善了奶源與加工地的布局。但受行業(yè)競(jìng)爭(zhēng)與完達(dá)山乳業(yè)內(nèi)部體制制約,在面臨市場(chǎng)變革的進(jìn)程中,未能充分發(fā)力搶占市場(chǎng)、實(shí)現(xiàn)大跨步發(fā)展,仍舊呈現(xiàn)出固步自封、停滯不前的市場(chǎng)表現(xiàn)。本文以完達(dá)山乳業(yè)液態(tài)奶品類為研究對(duì)象,通過(guò)對(duì)企業(yè)外部環(huán)境、內(nèi)部環(huán)境進(jìn)行深入剖析,并運(yùn)用SWOT工具進(jìn)行分析,以尋找改進(jìn)完達(dá)山液態(tài)奶市場(chǎng)營(yíng)銷策略,推進(jìn)完達(dá)山液態(tài)奶適應(yīng)市場(chǎng)需求,跨越發(fā)展的營(yíng)銷思路,并對(duì)企業(yè)在產(chǎn)品策略、渠道策略、消費(fèi)者策略及品牌傳播等方面給出了針對(duì)性的建議與實(shí)施辦法。
[Abstract]:At present, from the point of view of China's dairy industry, the overall market presents a situation of large market capacity but low per capita share. In recent years, with the steady growth of China's national economy, the purchasing power of consumers has continuously increased. China's dairy market as a whole presents a good situation of steady growth, and there is still great market potential and room for development. In the whole dairy market, whether from the market share or from the market terminal performance, The category of liquid milk is undoubtedly the most prominent. In particular, since the melamine incident in 2008, the Chinese liquid milk market has strengthened the monitoring of every link, whether from the management of milk sources, the monitoring of production, or the circulation of sales. In terms of market supervision and other aspects, efforts have been significantly increased, and the consumer confidence index has gradually recovered. This has laid a solid foundation for the next step in the overall improvement of the market. As an established enterprise in China's dairy industry, Wandashan Dairy Industry based on Heilongjiang High quality Milk Source Base, starting with milk powder production and management since the beginning of the 21st century to expand the category of liquid milk, Wandashan dairy industry has steadily occupied the northeast regional market leader. Since 2008, with the help of the melamine incident, According to the strong advantage of 100% qualified quality of several spot checks, going south one after another into the markets of North China and East China, and gradually improving the distribution of milk sources and processing places, but restricted by the competition in the industry and the internal system of Wandashan dairy industry, In the process of market transformation, the market has not been able to seize the market and achieve a great leap forward development, still showing a steady and stagnant market performance. This paper takes the Wandashan dairy industry as the research object. Through the deep analysis of the external environment and internal environment of the enterprise and the use of SWOT tools to find out how to improve the marketing strategy of Wandashan liquid milk, and to promote the Wanda Mountain liquid milk to adapt to the market demand and leap over the development of marketing ideas. Some suggestions and implementation methods on product strategy, channel strategy, consumer strategy and brand communication are given.
【學(xué)位授予單位】：河北經(jīng)貿(mào)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F426.82;F274
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本文編號(hào)：1680317