本文選題：乳制品行業(yè) + 市場分析　； 參考：《吉林大學(xué)》2017年碩士論文

【摘要】：近年來,乳制品市場持續(xù)走高,發(fā)展迅速,市場現(xiàn)在的狀況使得各個(gè)乳制品企業(yè)的競爭越來越趨向白熱化。國外乳制品的發(fā)展已經(jīng)擁有了很長的一段歷史,但是國產(chǎn)乳制品的發(fā)展仍舊屬于起步階段,這也就使得國產(chǎn)乳制品在生產(chǎn)方面、科研方面稍稍遜色于外國品牌,國外乳制品企業(yè)像美贊臣等都屬于資力雄厚的企業(yè),擁有大量的資金可以投入到乳制品的生產(chǎn)線上,而且這些企業(yè)有著豐富的管理經(jīng)驗(yàn)和生產(chǎn)經(jīng)驗(yàn),使乳制品從生產(chǎn)上就得到了充分的保證,然后由于中國落后的乳制品的發(fā)展,使得在生產(chǎn)工藝上和技術(shù)上有待提高。而對于在乳制品市場上所占比例最大的乳制品而言,它的生產(chǎn)技術(shù)和生產(chǎn)工藝上都是最為復(fù)雜也是科技含量要求最高的一種食品,所以中國企業(yè)需要加大投入到生產(chǎn)線上的資金,加大產(chǎn)品的研發(fā)力度,從根本上改變產(chǎn)品的質(zhì)量,研發(fā)新的產(chǎn)品配方,通過改良工藝,使得國產(chǎn)乳制品可以和外國乳制品進(jìn)行有力的競爭,在乳制品市場上搶占一席之地�，F(xiàn)在的乳制品企業(yè)大多數(shù)都處在中低端市場上,所以更應(yīng)該加緊對高端乳制品的研究,生產(chǎn)出更接近于母乳、更適合中國孩子的乳制品。在乳制品激烈的競爭狀態(tài)下,占領(lǐng)一定的市場。本文主要應(yīng)用市場營銷的STP理論、4PS理論以及整合營銷理論進(jìn)行營銷策略研究,首先分析了乳制品市場的行業(yè)現(xiàn)狀,詳細(xì)的分析了乳制品所面臨的宏微觀環(huán)境,接下來對乳制品公司面對的市場進(jìn)行市場細(xì)分和目標(biāo)市場選擇,從產(chǎn)品、價(jià)格、渠道、促銷四個(gè)方面提出營銷策略,論文最后提出了針對于乳制品公司發(fā)展策略的實(shí)施保障。
[Abstract]:In recent years, the dairy market continues to rise and develop rapidly, and the current situation of the market makes the competition of various dairy enterprises become more and more intense. The development of foreign dairy products has a long history, but the development of domestic dairy products is still in its infancy, which makes domestic dairy products slightly inferior to foreign brands in terms of production and scientific research. Foreign dairy enterprises, such as Mehansen, are all well-capitalized enterprises with a large amount of funds to invest in the production line of dairy products. Moreover, these enterprises have rich management experience and production experience. The production of dairy products has been fully guaranteed, and then due to the backward development of dairy products in China, the production technology and technology need to be improved. For dairy products, which account for the largest proportion in the dairy market, its production technology and production process are the most complex and the most demanding food with the highest scientific and technological content. Therefore, Chinese enterprises need to increase investment in production lines, increase R & D efforts, fundamentally change the quality of products, develop new product formulations, and improve technology. Domestic dairy products can compete with foreign dairy products and occupy a place in the dairy market. Most of today's dairy companies are in the middle and low end of the market, so we should step up research on high-end dairy products to produce dairy products that are closer to breast milk and more suitable for Chinese children. In the fierce competition of dairy products, occupy a certain market. In this paper, the STP theory of marketing and the integrated marketing theory are used to study the marketing strategy. Firstly, the present situation of dairy industry is analyzed, and the macro and micro environment of dairy products is analyzed in detail. Then the market segmentation and target market selection of dairy companies, from the product, price, channel, promotion four aspects of marketing strategies, the paper finally proposed for dairy companies to implement the implementation of development strategies.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F426.82;F274

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