本文選題：PEST分析法　切入點(diǎn)：波特矩陣　出處：《中南大學(xué)》2014年碩士論文

【摘要】：摘要：隨著世界經(jīng)濟(jì)一體化程度的不斷加深和國民經(jīng)濟(jì)的快速發(fā)展,這幾年,.人們生活水平得到了大幅度的提高。與此同時(shí),從事進(jìn)口食品行業(yè)的企業(yè)在中國也如雨后春筍般迅速發(fā)展起來,成為中國食品行業(yè)中的一個(gè)重要分支。進(jìn)口食品以其口味新奇、品質(zhì)上乘、包裝精美等優(yōu)點(diǎn)贏得國人的歡迎和認(rèn)可,逐漸在中國各大城市的商場和超市站穩(wěn)腳踝,正在影響和改變著我們的飲食習(xí)慣和消費(fèi)傾向。 面對市場前景美好的進(jìn)口食品行業(yè),依托于長沙金霞保稅物流園區(qū)的“進(jìn)口食品交易中心”項(xiàng)目平臺,擁有區(qū)位優(yōu)勢和政策扶持的“湖南大地”企業(yè)希望借此機(jī)會由被動轉(zhuǎn)為主動,積極響應(yīng)和適應(yīng)“園區(qū)”產(chǎn)業(yè)布局變化,擺脫目前運(yùn)營的困境,找到新的業(yè)務(wù)發(fā)展方向。 本論文共有4個(gè)部分：文章第一章為緒論。這一部分介紹了本文研究背景、意義、目的以及研究方法和思路。文章第二部分為公司營銷環(huán)境的分析。首先,分別運(yùn)用PEST分析法和波特五力模型對公司所處外部宏觀環(huán)境和行業(yè)環(huán)境進(jìn)行分析。其次,通過內(nèi)部盤存和評定,找出企業(yè)進(jìn)入該行業(yè)的機(jī)會和困難。文章第三章為公司營銷發(fā)展模式的探討。通過對本地市場競爭對手營銷模式的對比分析,提出了適合公司發(fā)展特色的多層次、分階段的營銷模式“超級店+社區(qū)店+網(wǎng)點(diǎn)(PC+移動)+物流配送網(wǎng)”。文章最后一個(gè)部分,也是最重要的一個(gè)章節(jié),在公司營銷發(fā)展模式的框架下和4Ps理論的指導(dǎo)下,研究并設(shè)計(jì)出符合公司發(fā)展特點(diǎn)的營銷方案。
[Abstract]:Abstract: with the deepening of the world economic integration and the rapid development of the national economy, the past few years.People's living standards have been greatly improved.At the same time, the enterprises engaged in the import food industry have sprung up in China and become an important branch of the Chinese food industry.The imported food has won the welcome and recognition of Chinese people for its advantages of novelty, quality and exquisite packaging. It is gradually standing firmly at the shopping malls and supermarkets in major cities in China, which is affecting and changing our eating habits and consumption tendency.In the face of the bright market prospects of the import food industry, relying on the Changsha Jinxia bonded Logistics Park "import food trading center" project platform,Hunan Terra, which has the advantage of location and policy support, hopes to take this opportunity to change from passive to active, respond positively and adapt to the change of industrial layout of "park", get rid of the predicament of operation at present, and find a new direction of business development.This thesis has four parts: the first chapter is the introduction.This part introduces the research background, significance, purpose, research methods and ideas.The second part of the article is the analysis of the marketing environment of the company.Firstly, the external macro environment and industry environment of the company are analyzed by using PEST analysis method and Porter's five-force model.Secondly, through internal inventory and evaluation, to find out the opportunities and difficulties of entering the industry.The third chapter is the discussion of the marketing development mode of the company.Based on the comparative analysis of the marketing models of local competitors, this paper puts forward a multi-level and phased marketing model for the development of the company, which is called "super store community store network (PC mobile) logistics distribution network".The last part of the article, and the most important chapter, under the framework of the company marketing development model and under the guidance of the 4Ps theory, research and design the marketing scheme that accords with the characteristics of the company development.
【學(xué)位授予單位】：中南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F274;F752.61;F426.82

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