本文選題：泰和食品 + 四川市場��； 參考：《廣西大學(xué)》2014年碩士論文

【摘要】：民以食為天,隨著我國國民經(jīng)濟的快速發(fā)展,人們可支配收入的增加,消費能力的提高,對日常食品的需求也日益增多,食品行業(yè)特別是方便食品已成為中國最有潛力的行業(yè)之一。 泰和食品2006年進入四川市場,經(jīng)過幾年的市場運做取得了一些成績,建立了相對完善的銷售網(wǎng)絡(luò)及服務(wù)體系,但因四川人口眾多市場容量大,歷來是各廠家必爭之地,大品牌眾多,中小企業(yè)數(shù)量更是驚人,市場競爭異常激烈,泰和食品如何依據(jù)市場狀況制定合理有效的營銷策略,繼續(xù)擴大四川市場份額,面臨著許多考驗及挑戰(zhàn)。本文分析了泰和沖調(diào)方便食品的行業(yè)情況,并參考了部分專家學(xué)者對相關(guān)食品的研究成果,通過了解泰和食品在四川市場的營銷現(xiàn)狀,分析了其所處四川市場的政治法律、經(jīng)濟、渠道、行業(yè)競爭等宏觀、微觀環(huán)境,然后運用SWOT方法探討了泰和食品的優(yōu)劣勢及發(fā)展機遇,運用STP分析法對泰和食品四川市場進行細分,確定核心消費群體,并對其在四川市場進行定位,在此基礎(chǔ)上有針對性地提出改進方案,建議泰和食品如何完善在產(chǎn)品、價格、渠道、促銷等方面的營銷策略,并提出了泰和食品四川市場營銷策略實施的保障措施,期望通過一系列營銷策略的改進實施,來擴大泰和食品在四川的市場占有率,提高企業(yè)的戰(zhàn)斗力,在四川市場開辟更廣闊的一片天地。
[Abstract]:With the rapid development of our national economy, with the increase of disposable income and consumption ability, the demand for daily food is increasing day by day. The food industry, especially convenience food, has become one of the most promising industries in China. Taihe Foods entered the Sichuan market in 2006. After several years of market operation, it has made some achievements and established a relatively perfect sales network and service system. However, because of the large market capacity of Sichuan Province, it has always been a necessary place for all manufacturers. There are many big brands, the number of small and medium-sized enterprises is amazing, the market competition is extremely fierce, Taihe Food how to make reasonable and effective marketing strategy according to the market situation, continue to expand the market share of Sichuan, facing many tests and challenges. This paper analyzes the situation of Taihe Instant Food Industry, and refers to the research results of some experts and scholars on the related food, through understanding the marketing situation of Taihe Foods in Sichuan market, and analyzes the political law of the Sichuan market where Taihe Food is located. The macro and micro environment, such as economy, channel, industry competition, etc., then using SWOT method to discuss the advantages and disadvantages of Taihe food and its development opportunities, using STP analysis to segment the market of Taihe food in Sichuan to determine the core consumer group. On the basis of the positioning in Sichuan market, the author puts forward the improvement plan, and suggests how to improve the marketing strategy of Taihe Food in the aspects of product, price, channel, promotion and so on. It also puts forward the safeguard measures for the implementation of the marketing strategy of Taihe Foods in Sichuan, hoping that through the improvement and implementation of a series of marketing strategies, it will expand the market share of Taihe Foods in Sichuan and increase the combat effectiveness of enterprises. In Sichuan market opens up a broader world.
【學(xué)位授予單位】：廣西大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F274;F426.82

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相關(guān)期刊論文 前1條

1 朱宏偉;;食品批發(fā)市場的新營銷策略[J];現(xiàn)代商業(yè);2008年18期

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本文編號：2039799