發(fā)布時間：2018-07-07 12:22

  本文選題：世御堂 + 海參產(chǎn)品��； 參考：《大連理工大學(xué)》2015年碩士論文

【摘要】：隨著人民生活條件的改善和消費觀念的進(jìn)一步升級,人們的保健意識進(jìn)一步提高,高檔滋補(bǔ)品市場呈現(xiàn)井噴的發(fā)展態(tài)勢。隨著對海參價值研究的深入,被人們一直當(dāng)作食材的海參作為高檔滋補(bǔ)品逐漸被人們所接受。近年來,海參更是取代蟲草、燕窩成為養(yǎng)生滋補(bǔ)保健市場的銷量冠軍。隨著人們對海參需求的不斷提高,拉動了全國海參產(chǎn)業(yè)的快速發(fā)展,海參行業(yè)遍地開花,海參品牌層出不窮,競爭不斷加劇。在這樣的背景下,世御堂海參只有充分利用自身發(fā)展優(yōu)勢,利用行業(yè)發(fā)展所帶來的機(jī)遇和挑戰(zhàn),制定符合自身發(fā)展條件且切實可行的市場營銷策略,才能在激烈的市場競爭中占有一席之地。第一部分文章闡述了世御堂營銷策略研究的背景與研究目的及意義。然后在相關(guān)理論研究的基礎(chǔ)上,提出了本文所采用的研究方法和研究內(nèi)容。緊接著第三部分對世御堂營銷的宏觀環(huán)境、行業(yè)環(huán)境和企業(yè)內(nèi)部環(huán)境進(jìn)行分析。其中行業(yè)環(huán)境分析包括海參需求狀況分析、供給狀況分析和市場競爭情況分析。第四部分是根據(jù)調(diào)查問卷的情況對海參市場進(jìn)行細(xì)分并明確企業(yè)的市場定位,為企業(yè)制定營銷策略提供依據(jù)。第五部分是具體營銷策略的制定。最后一部分是營銷策略的保障措施,包括激勵制度建設(shè)、組織結(jié)構(gòu)建設(shè)、信息化建設(shè)和法律制度建設(shè)。本文的研究重點是海參市場的需求狀況、海參的銷售網(wǎng)絡(luò)運(yùn)行機(jī)制以及影響顧客購買因素的分析,從而幫助企業(yè)進(jìn)行準(zhǔn)確的市場定位并制定相應(yīng)的營銷組合策略。期望通過一系列的產(chǎn)品、價格渠道和促銷策略為企業(yè)在激烈的市場競爭中,迅速提高品牌知名度,擴(kuò)大市場份額提供幫助,同時也為一些同類型的企業(yè)提供借鑒。
[Abstract]:With the improvement of people's living conditions and the further upgrading of consumption concept, people's awareness of health care is further improved, and the upscale tonic market presents the development trend of blowout. With the in-depth study of the value of sea cucumbers, which have been used as food materials, have been gradually accepted as upscale tonic. In recent years, sea cucumber is replaced by cordyceps, bird's nest as the health care market. With the increasing demand for sea cucumber, the rapid development of national sea cucumber industry, sea cucumber industry blooms everywhere, sea cucumber brands emerge in endlessly, the competition is becoming more and more serious. In this context, Shiyutang sea cucumber can only make full use of its own development advantages, take advantage of the opportunities and challenges brought by the development of the industry, and formulate marketing strategies that are suitable for its own development conditions and feasible. In order to have a place in the fierce market competition. The first part expounds the background, purpose and significance of the research on the marketing strategy of the Shiyutang. Then, on the basis of relevant theoretical research, the research methods and contents of this paper are put forward. Then the third part analyzes the macro environment, industry environment and internal environment. Industry environment analysis includes sea cucumber demand analysis, supply situation analysis and market competition analysis. The fourth part is to subdivide the sea cucumber market according to the questionnaire and define the market position of the enterprise, which provides the basis for the enterprise to formulate the marketing strategy. The fifth part is the formulation of specific marketing strategies. The last part is the safeguard measures of marketing strategy, including the construction of incentive system, the construction of organizational structure, the construction of information system and the construction of legal system. This paper focuses on the market demand of sea cucumber, the operation mechanism of marketing network of sea cucumber and the analysis of factors affecting customer purchase, so as to help enterprises to make accurate market positioning and formulate the corresponding marketing combination strategy. It is expected that through a series of products, price channels and promotion strategies, enterprises can quickly improve their brand awareness and expand their market share in the fierce market competition. At the same time, they can also provide reference for some similar enterprises.
【學(xué)位授予單位】：大連理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F274

【參考文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 沙磊;獐子島漁業(yè)海參產(chǎn)品營銷策略研究[D];大連理工大學(xué);2009年

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本文編號：2104954