SN食品水餃品類湖南市場營銷策略研究
發(fā)布時間：2018-08-03 15:47
【摘要】：伴隨著經(jīng)濟水平的不斷提高,消費者對于衣食住行的品質有了更高的要求。速凍食品作為近年來的后起之秀,以其營養(yǎng)流失少、口感好和便捷的處理方式,越來越受到消費者的青睞。SN食品企業(yè)旗下的速凍水餃品類也在這種趨勢下,迎來了快速的發(fā)展,但是面臨行業(yè)內(nèi)進入門檻低,激烈競爭的局面。同時前期由于打價格戰(zhàn)帶來的負面影響,致使SN的速凍水餃一直給人低端產(chǎn)品的固化印象。如何在營銷策略上先走一步,取得競爭優(yōu)勢,重塑品牌形象,趕超行業(yè)領先者,是SN速凍食品面臨的一大問題。本文主要研究的是SN食品企業(yè)旗下的速凍水餃品類在湖南市場的營銷策略,就像營銷大師菲利普·科特勒所說,“營銷正變得越來越取決于信息而不是銷售力”,通過確定環(huán)境和大趨勢,可以為營銷者確定許多機會。所以在首先介紹了SN企業(yè)的現(xiàn)狀以及該品牌水餃在湖南市場的表現(xiàn)后,通過PEST分析、五力模型和SWOT分析,詳細地分析了SN水餃所處的宏觀、中觀和微觀環(huán)境,以及SN企業(yè)自身的優(yōu)勢和劣勢,面臨的機遇和威脅。并且依據(jù)從企業(yè)中得到的財務數(shù)據(jù)和銷售分析數(shù)據(jù),依據(jù)4C營銷理論具體地提出了在利用有利環(huán)境、把握機會、改善不足之處的基礎上,制定面向消費者需求的營銷策略,使SN速凍水餃在湖南地區(qū)取得更好的銷售表現(xiàn)。本文通過環(huán)境分析認為:為了提高SN速凍水餃在湖南的市場占有率,獲得競爭優(yōu)勢,企業(yè)利用技術進步、行業(yè)標準完善的發(fā)展機遇,同時發(fā)揮自身在創(chuàng)新和市場經(jīng)驗豐富的優(yōu)勢,在拓展產(chǎn)品線和樹立高端品牌形象上作出進一步的努力。在產(chǎn)品方面,通過市場細分明確消費者需求,建立更加合理的產(chǎn)品線和產(chǎn)品組合;在成本方面,以消費者愿意付出的成本為導向,放棄以前價格戰(zhàn)傷人傷己的定價方式,采取市場需求定價和多種價格調整策略;在渠道便利方面,根據(jù)渠道層級和渠道商類型采取不同的渠道策略,以讓消費者方便購買為原則,爭取實現(xiàn)最大化的渠道覆蓋率;在營銷溝通方面,利用新興的媒體和互動式營銷來增加消費者對于SN速凍水餃的認知和培育消費習慣。
[Abstract]:With the continuous improvement of economic level, consumers have higher requirements for the quality of food, clothing, housing and transportation. As a rising star in recent years, frozen food, with its low nutrient loss, good taste and convenient treatment, has been more and more favored by consumers. Under this trend, the frozen dumplings, which are owned by SN food enterprises, have also ushered in a rapid development. However, the industry is faced with low barriers to entry, fierce competition. At the same time, because of the negative impact of price war, SN frozen dumpling has been the low end product solidification impression. How to advance the marketing strategy, obtain the competitive advantage, reshape the brand image and catch up with the industry leader is a big problem faced by SN quick-frozen food. This paper mainly studies the marketing strategy of frozen dumplings of SN food enterprises in Hunan market. As Philip Kotler, a marketing guru, put it, "Marketing is becoming more and more dependent on information rather than sales force." By identifying the environment and trends, many opportunities can be identified for marketers. So after introducing the present situation of SN enterprise and the performance of this brand dumpling in Hunan market, through PEST analysis, five-force model and SWOT analysis, the macro, meso and micro environment of SN dumpling is analyzed in detail. As well as SN enterprise's own superiority and inferiority, faces the opportunity and the threat. Based on the financial data and sales analysis data obtained from the enterprise, and according to the 4C marketing theory, the paper puts forward the marketing strategy oriented to the consumer demand on the basis of utilizing the favorable environment, grasping the opportunity and improving the deficiency. SN frozen dumpling in Hunan Province to achieve better sales performance. According to the analysis of environment, in order to increase the market share of SN quick-frozen dumpling in Hunan, obtain the competitive advantage, the enterprise makes use of the technological progress, and the industry standard is perfect. At the same time, give play to the advantages of innovation and market experience, expand the product line and establish a high-end brand image to make further efforts. In terms of products, we should clarify consumer demand through market segmentation and establish a more reasonable product line and product mix. In terms of cost, we should take the cost that consumers are willing to pay as a guide and abandon the pricing methods that have hurt people in the previous price war. In the aspect of channel convenience, different channel strategies should be adopted according to channel level and channel merchant type, in order to maximize the channel coverage rate. In the aspect of marketing communication, new media and interactive marketing are used to increase consumers' cognition of SN frozen dumplings and cultivate consumption habits.
【學位授予單位】：湘潭大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F274;F426.82
本文編號：2162214
[Abstract]:With the continuous improvement of economic level, consumers have higher requirements for the quality of food, clothing, housing and transportation. As a rising star in recent years, frozen food, with its low nutrient loss, good taste and convenient treatment, has been more and more favored by consumers. Under this trend, the frozen dumplings, which are owned by SN food enterprises, have also ushered in a rapid development. However, the industry is faced with low barriers to entry, fierce competition. At the same time, because of the negative impact of price war, SN frozen dumpling has been the low end product solidification impression. How to advance the marketing strategy, obtain the competitive advantage, reshape the brand image and catch up with the industry leader is a big problem faced by SN quick-frozen food. This paper mainly studies the marketing strategy of frozen dumplings of SN food enterprises in Hunan market. As Philip Kotler, a marketing guru, put it, "Marketing is becoming more and more dependent on information rather than sales force." By identifying the environment and trends, many opportunities can be identified for marketers. So after introducing the present situation of SN enterprise and the performance of this brand dumpling in Hunan market, through PEST analysis, five-force model and SWOT analysis, the macro, meso and micro environment of SN dumpling is analyzed in detail. As well as SN enterprise's own superiority and inferiority, faces the opportunity and the threat. Based on the financial data and sales analysis data obtained from the enterprise, and according to the 4C marketing theory, the paper puts forward the marketing strategy oriented to the consumer demand on the basis of utilizing the favorable environment, grasping the opportunity and improving the deficiency. SN frozen dumpling in Hunan Province to achieve better sales performance. According to the analysis of environment, in order to increase the market share of SN quick-frozen dumpling in Hunan, obtain the competitive advantage, the enterprise makes use of the technological progress, and the industry standard is perfect. At the same time, give play to the advantages of innovation and market experience, expand the product line and establish a high-end brand image to make further efforts. In terms of products, we should clarify consumer demand through market segmentation and establish a more reasonable product line and product mix. In terms of cost, we should take the cost that consumers are willing to pay as a guide and abandon the pricing methods that have hurt people in the previous price war. In the aspect of channel convenience, different channel strategies should be adopted according to channel level and channel merchant type, in order to maximize the channel coverage rate. In the aspect of marketing communication, new media and interactive marketing are used to increase consumers' cognition of SN frozen dumplings and cultivate consumption habits.
【學位授予單位】：湘潭大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F274;F426.82
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