本文選題：伊利乳業(yè) + 酸奶產品��； 參考：《首都經濟貿易大學》2017年碩士論文

【摘要】：隨著中國經濟的快速發(fā)展,人民生活和消費水平不斷提高,消費者對于生活品質的要求也越來越高,尤其是對健康食品的關注,科學、安全、營養(yǎng)、健康的食品成為當下消費者的需求焦點。以伊利乳業(yè)為代表的中國乳業(yè)品牌經過60年的發(fā)展,公司規(guī)模不斷擴大,2016年的產值將達到620億元,利潤率接近10%,市場占有率近20%左右。如今,伊利作為亞洲第一、國內唯一一家躋身世界乳業(yè)八強的企業(yè),到2020年實現(xiàn)世界乳業(yè)第五位的企業(yè)發(fā)展目標。隨著人們對營養(yǎng)、健康、易吸收的酸奶產品的認同和重視,酸奶產品的市場需求將會更加旺盛。伊利乳業(yè)酸奶產品作為伊利乳業(yè)產品大類中重要的組成部分,其對伊利乳業(yè)企業(yè)利潤的貢獻率在正在逐漸提高。目前,伊利乳業(yè)酸奶產品存在著產品創(chuàng)新瓶頸、市場同質化產品競爭激烈、市場占有率不如其他產品品類、產品促銷模式簡單、渠道建設難度大等困難,為了彌補酸奶產品在整個伊利全產業(yè)鏈里的短板現(xiàn)象,本文首先分析了國內乳品行業(yè)的宏觀和微觀環(huán)境,然后對伊利乳業(yè)酸奶產品進行SWOT分析,接著從產品、品牌、定價、渠道和促銷等方面分析了伊利乳業(yè)酸奶產品的營銷策略現(xiàn)狀,通過細致研究來洞悉目前營銷策略中存在的問題以及制約酸奶產品市場發(fā)展的原因,在此基礎上最后提出酸奶產品市場營銷策略的優(yōu)化和改進方案,幫助伊利乳業(yè)酸奶產品更好的適應市場需求,滿足不同人群差異化的消費需求心理,提高酸奶產品的市場競爭力,推動伊利乳業(yè)致勝酸奶市場,以實現(xiàn)伊利乳業(yè)的戰(zhàn)略發(fā)展目標。
[Abstract]:With the rapid development of China's economy, the people's living and consumption levels are constantly improving, and consumers' requirements for the quality of life are becoming higher and higher, especially the concern for healthy food, science, safety, nutrition,Healthy food has become the focus of consumer demand.After 60 years of development, the Chinese dairy brand, represented by Yili Dairy, will grow in scale. The output value will reach 62 billion yuan in 2016, the profit margin will be close to 10, and the market share will be about 20 percent.Today, Yili, as the first in Asia and the only one in China to rank among the top eight dairy companies in the world, will achieve the fifth development goal of dairy industry in the world by 2020.With the recognition and attention of nutritive, healthy and absorbable yoghurt products, the market demand of yoghurt products will be more vigorous.Yili dairy yoghurt products as an important part of Yili dairy products, its contribution to the profits of Yili dairy enterprises is gradually increasing.At present, Yili dairy yoghurt products have the bottleneck of product innovation, the market competition of homogeneous products is fierce, the market share is not as good as other product categories, the product promotion mode is simple, the channel construction is difficult and so on.In order to make up for the short board phenomenon of yoghurt products in the whole Yili industry chain, this paper first analyzes the macro and micro environment of domestic dairy industry, then carries on SWOT analysis to Yili dairy yogurt products, then from the product, the brand, the pricing,This paper analyzes the current situation of Yili dairy yoghurt product marketing strategy from the aspects of channel and promotion, and through careful research, finds out the problems existing in the current marketing strategy and the reasons that restrict the development of yoghurt product market.Finally, the optimization and improvement of the marketing strategy of yoghurt products are put forward to help Yili milk products adapt to the market demand better and satisfy the different consumer demand psychology of different people.To improve the market competitiveness of yoghurt products and promote the Yili dairy industry to win the yoghurt market in order to achieve the strategic development goal of Yili dairy industry.
【學位授予單位】：首都經濟貿易大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F426.82;F274

【參考文獻】

相關期刊論文 前10條

1 章杰;;中小企業(yè)敏捷性市場營銷管理模式創(chuàng)新[J];經營與管理;2014年09期

2 李楊;;營銷渠道理論綜述[J];經營管理者;2013年06期

3 劉小蓮;;我國企業(yè)品牌國際化經營戰(zhàn)略策略探索[J];長春教育學院學報;2012年06期

4 瞿莉娜;;現(xiàn)代企業(yè)營銷渠道體系的整合與創(chuàng)新途徑[J];現(xiàn)代營銷(學苑版);2012年05期

5 楊思藻;;新時期中小企業(yè)的市場營銷創(chuàng)新和風險管理[J];中小企業(yè)管理與科技(上旬刊);2012年02期

6 郭海沙;;營銷渠道中間商價格競爭博弈分析[J];科技創(chuàng)業(yè)月刊;2012年01期

7 肖康;;企業(yè)營銷團隊管理的問題探討[J];東方企業(yè)文化;2011年24期

8 李薇;;現(xiàn)代營銷渠道的整合與創(chuàng)新[J];新西部(下半月);2010年04期

9 陸文;;基于供應鏈管理的營銷渠道研究[J];現(xiàn)代經濟信息;2010年02期

10 趙秋蓮,張明立;我國乳制品市場需求分析及其營銷策略[J];中國乳品工業(yè);2003年01期

相關碩士學位論文 前3條

1 徐偉yN;基于HACCP視角的小型乳品企業(yè)質量控制體系實證研究[D];山東大學;2011年

2 高晶晶;中國乳制品行業(yè)企業(yè)經營模式研究[D];中央民族大學;2010年

3 湯云峰;我國乳制品行業(yè)市場結構、效率和績效關系實證研究[D];浙江大學;2007年

，

本文編號：1759199