【摘要】：近年來,隨著人們生活水平的提高,消費(fèi)者更加注重提高生活質(zhì)量,關(guān)注健康飲食,其中,液態(tài)乳制品的消費(fèi)量逐年增長。液態(tài)乳制品的品種在不斷豐富的同時(shí),消費(fèi)者越來越傾向于保質(zhì)期短,添加劑少的冷藏乳品。為了爭(zhēng)先占領(lǐng)冷藏乳市場(chǎng),各大乳品生產(chǎn)商以及零售商也在積極的采取各種營銷策略,擴(kuò)大自己冷藏乳品的市場(chǎng)占有額。本文應(yīng)用戰(zhàn)略管理相關(guān)理論,對(duì)YZ集團(tuán)所處的地理位置,以及YZ冷藏乳品在市場(chǎng)競(jìng)爭(zhēng)中所面臨的機(jī)遇與風(fēng)險(xiǎn)進(jìn)行了全方位的分析,并且對(duì)冷藏乳品及其顧客群進(jìn)行了定位與細(xì)分,同時(shí)提出了YZ冷藏乳品營銷思路,確定了品類發(fā)展的方向與目標(biāo),并且對(duì)品類營銷策略的規(guī)劃實(shí)施以及保障措施進(jìn)行了論述。通過本文的分析得出以下結(jié)論:(1)山東省作為農(nóng)業(yè)大省,人口眾多,為零售業(yè)的發(fā)展提供了得天獨(dú)厚的條件,YZ冷藏乳品以其為依托充分占據(jù)了地理及消費(fèi)資源的優(yōu)勢(shì);(2)目前YZ集團(tuán)在山東省內(nèi)已經(jīng)得到全面發(fā)展,但在省外發(fā)展空間不足,因此有必要拓展省外市場(chǎng),把“YZ”商標(biāo)打出去,使YZ冷藏乳品能在全國得到推廣;(3)冷藏乳品為近幾年新興的乳制品,作為銷售商有必要確定冷藏乳品的市場(chǎng)定位,增加其宣傳力度,加大推銷,提高冷藏乳品在公司零售商品中的比重。。通過本文的分析探索,為YZ集團(tuán)冷藏乳品迅速擴(kuò)大市場(chǎng)份額,提高盈利水平提供理論依據(jù)和經(jīng)驗(yàn)借鑒。
[Abstract]:In recent years, with the improvement of people's living standards, consumers pay more attention to improving the quality of life and healthy diet, among which the consumption of liquid dairy products is increasing year by year. While the varieties of liquid dairy products are constantly enriched, consumers are more and more inclined to refrigerate dairy products with short shelf life and less additives. In order to occupy the refrigerated milk market, major dairy manufacturers and retailers are also actively adopting a variety of marketing strategies to expand the market share of their refrigerated dairy products. Based on the theory of strategic management, this paper analyzes the geographical location of YZ Group and the opportunities and risks faced by YZ refrigerated dairy products in the market competition. The orientation and subdivision of refrigerated dairy products and their customer groups are carried out, and the marketing ideas of YZ refrigerated dairy products are put forward, the direction and goal of product development are determined, and the planning, implementation and safeguard measures of category marketing strategy are discussed. Through the analysis of this paper, the following conclusions are drawn: (1) Shandong Province, as a large agricultural province, has a large population, which provides unique conditions for the development of retail industry. YZ refrigerated dairy products fully occupy the advantages of geography and consumer resources based on it; (2) at present, YZ Group has been fully developed in Shandong Province, but the development space outside the province is insufficient, so it is necessary to expand the market outside the province and type the "YZ" trademark so that YZ refrigerated dairy products can be popularized in the whole country; (3) refrigerated dairy products are new dairy products in recent years. As sellers, it is necessary to determine the market position of refrigerated dairy products, increase its publicity, increase marketing, and increase the proportion of refrigerated dairy products in the retail products of the company. Through the analysis and exploration of this paper, it provides theoretical basis and experience reference for YZ Group refrigerated dairy products to rapidly expand market share and improve profit level.
【學(xué)位授予單位】：山東理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F274;F426.82

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