本文關(guān)鍵詞： 進(jìn)口食品 網(wǎng)絡(luò)營(yíng)銷(xiāo) 營(yíng)銷(xiāo)戰(zhàn)略　出處：《華僑大學(xué)》2014年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】：隨著中國(guó)經(jīng)濟(jì)的發(fā)展及國(guó)民受教育水平的提高，大眾的消費(fèi)理念及習(xí)慣正逐步發(fā)生轉(zhuǎn)變，進(jìn)口食品已經(jīng)不是“奢侈”的享受而是大眾皆可消費(fèi)的產(chǎn)品；近幾年爆發(fā)出的諸多國(guó)產(chǎn)食品安全問(wèn)題使得消費(fèi)者更加傾向于購(gòu)買(mǎi)進(jìn)口食品，因此中國(guó)的進(jìn)口食品銷(xiāo)售額逐年遞增。隨著中國(guó)電子商務(wù)的發(fā)展和成熟，網(wǎng)絡(luò)平臺(tái)成為進(jìn)口食品銷(xiāo)售最主要的平臺(tái)，80、90后這一巨大消費(fèi)群體偏好進(jìn)口食品及網(wǎng)絡(luò)購(gòu)物的消費(fèi)特性，使得中國(guó)進(jìn)口食品網(wǎng)絡(luò)銷(xiāo)售市場(chǎng)發(fā)展?jié)摿薮蟆?但必須看到中國(guó)進(jìn)入WTO后國(guó)內(nèi)的消費(fèi)市場(chǎng)已經(jīng)開(kāi)放，外國(guó)食品公司或代理商一直對(duì)中國(guó)的進(jìn)口食品市場(chǎng)虎視眈眈，時(shí)機(jī)成熟的情況下必將親自經(jīng)營(yíng)中國(guó)進(jìn)口食品市場(chǎng)；外資大商場(chǎng)也逐步試水網(wǎng)絡(luò)銷(xiāo)售，進(jìn)口食品必然是其先試行的商品之一；中國(guó)國(guó)內(nèi)食品企業(yè)也在蓄力雄起，欲奪回被進(jìn)口食品搶占的市場(chǎng)份額，網(wǎng)絡(luò)銷(xiāo)售也是這類(lèi)企業(yè)經(jīng)營(yíng)的重點(diǎn)�？梢灶A(yù)見(jiàn)，，中國(guó)進(jìn)口食品的網(wǎng)絡(luò)銷(xiāo)售市場(chǎng)競(jìng)爭(zhēng)會(huì)越來(lái)越激烈同時(shí)同質(zhì)化的現(xiàn)象也越來(lái)越明顯，因此中國(guó)的中小型進(jìn)口食品網(wǎng)絡(luò)銷(xiāo)售商有必要制定符合自身的網(wǎng)絡(luò)營(yíng)銷(xiāo)戰(zhàn)略體系，才能在競(jìng)爭(zhēng)中取得更高的利潤(rùn)。 本文將基于福建特別是廈門(mén)的進(jìn)口食品網(wǎng)絡(luò)營(yíng)銷(xiāo)市場(chǎng)，以廈門(mén)AB進(jìn)口食品公司為例，通過(guò)分析公司內(nèi)部的資源得出公司開(kāi)展網(wǎng)絡(luò)營(yíng)銷(xiāo)的優(yōu)勢(shì)、劣勢(shì)；運(yùn)用PEST法分析公司所處的宏觀環(huán)境、波特五力模型法分析公司所處的行業(yè)環(huán)境得出公司經(jīng)營(yíng)網(wǎng)絡(luò)營(yíng)銷(xiāo)所面臨的機(jī)會(huì)、威脅并運(yùn)用SWOT矩陣戰(zhàn)略匹配法，得出公司網(wǎng)絡(luò)營(yíng)銷(xiāo)戰(zhàn)略備選，最終以QSPM矩陣對(duì)備選戰(zhàn)略進(jìn)行選擇；并結(jié)合進(jìn)口食品網(wǎng)絡(luò)銷(xiāo)售特點(diǎn)，提出公司現(xiàn)階段應(yīng)采用7P+2R的網(wǎng)絡(luò)營(yíng)銷(xiāo)策略組合，為廈門(mén)AB進(jìn)口食品公司開(kāi)展網(wǎng)絡(luò)營(yíng)銷(xiāo)提供決策參考。
[Abstract]:With the development of China's economy and the improvement of the education level of the people, the consumption concept and habits of the masses are gradually changing. The imported food is no longer a luxury but a product that can be consumed by the public. Many domestic food safety problems have erupted in recent years, which makes consumers more inclined to buy imported food, so the sales of imported food in China are increasing year by year. With the development and maturity of e-commerce in China, The Internet platform has become the most important platform for food import sales, which is a huge consumer group which prefers the consumption characteristics of imported food and online shopping, which makes the development potential of China's imported food online marketing market huge. But we must see that China's domestic consumer market has been opened after China's entry into WTO, foreign food companies or agents have been eyeing China's import food market. Large foreign-funded shopping malls are also gradually experimenting with network sales, and imported food must be one of the commodities it first tried out. Chinese food enterprises are also building up to regain the market share seized by imported food. Internet sales are also the focus of this kind of business. It can be predicted that the competition in the online sales market for imported food products in China will be more and more intense and the phenomenon of homogeneity is becoming more and more obvious. Therefore, it is necessary for China's small and medium-sized imported food network sellers to formulate their own network marketing strategy system in order to obtain higher profits in the competition. This article will be based on Fujian, especially Xiamen import food network marketing market, take Xiamen AB import food company as an example, through the analysis of the internal resources of the company to develop the advantages and disadvantages of network marketing; Using the PEST method to analyze the macro environment of the company, Porter's five-force model method to analyze the industry environment of the company, to draw the opportunity of the company's network marketing, to threaten and to use the SWOT matrix strategy matching method. It is concluded that the network marketing strategy of the company is alternative, and finally the alternative strategy is selected by QSPM matrix, and combined with the characteristics of the network sales of imported food, the company should adopt the network marketing strategy combination of 7P2R at the present stage. For Xiamen AB import food company to carry out network marketing to provide decision-making reference.
【學(xué)位授予單位】：華僑大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類(lèi)號(hào)】：F426.82;F274

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