本文選題：嬰幼兒奶粉 + 營銷策略��； 參考：《內(nèi)蒙古財(cái)經(jīng)大學(xué)》2014年碩士論文

【摘要】：完達(dá)山嬰幼兒奶粉在國內(nèi)城市中占有較大市場份額，在這背后是它擁有的優(yōu)質(zhì)奶源和高超制奶技術(shù)。由于國內(nèi)外一系列奶粉安全事件的影響，國內(nèi)奶粉的品質(zhì)開始受到廣大奶粉客戶的懷疑，紛紛投向國外品牌。 完達(dá)山當(dāng)前在奶粉市場上的主要產(chǎn)品是嬰幼兒奶粉，也有適應(yīng)于其他年齡的奶粉。最近這些年來，發(fā)生的重大奶粉安全事件對完達(dá)山的銷售產(chǎn)生了重要影響。嬰兒對于營養(yǎng)配方和奶粉制作技術(shù)要求更高，所以如果稍有差池就會出現(xiàn)重大負(fù)面影響，也可能會給品牌帶來顯著不良影響。目前，完達(dá)山奶粉在市場上實(shí)現(xiàn)快速發(fā)展的同時(shí)，也面臨著市場營銷方面的一些問題，本文對完達(dá)山嬰幼兒奶粉的市場環(huán)境、營銷策略及改進(jìn)對策進(jìn)行了分析。 首先，結(jié)合所學(xué)的市場營銷理論，通過查閱大量相關(guān)文獻(xiàn)，對中國嬰兒奶粉行業(yè)分析。其次，總結(jié)出嬰兒奶粉特點(diǎn)，使用SWOT工具對這一品牌營銷中面臨的優(yōu)勢、劣勢等進(jìn)行深入分析，同時(shí)針對完達(dá)山奶粉在日常營銷中的情況進(jìn)行分析，，主要是找出其營銷方法中的不足。通過恰當(dāng)?shù)亩ㄎ徊呗�，提出改進(jìn)營銷工作的思路和方法，以提高市場份額，提升競爭力。
[Abstract]:Wandashan infant milk powder occupies a large market share in domestic cities, behind which it has high quality milk source and excellent milk making technology. As a result of a series of domestic and foreign milk powder safety incidents, the quality of domestic milk powder began to be suspected by the majority of milk powder customers, one after another to foreign brands. Wandashan's current milk powder market is infant milk powder, but also suitable for other ages of milk powder. In recent years, major milk powder safety incidents have had an important impact on the sale of Wanda Mountain. Babies are more demanding for nutrition and milk powder making techniques, so a slight difference could have a significant negative impact and could have a significant negative impact on the brand. At present, Wandashan milk powder is developing rapidly in the market, but it is also facing some problems in marketing. This paper analyzes the market environment, marketing strategy and improvement countermeasures of Wandashan infant milk powder. First of all, combined with the marketing theory, through consulting a large number of relevant literature, China's infant milk powder industry analysis. Secondly, summarize the characteristics of infant milk powder, use SWOT tools to analyze the strengths and weaknesses of the brand marketing, and analyze the situation of Wandashan milk powder in the daily marketing. It is mainly to find out its marketing method in the insufficiency. Through proper positioning strategy, this paper puts forward some ideas and methods to improve marketing work in order to increase market share and enhance competitiveness.
【學(xué)位授予單位】：內(nèi)蒙古財(cái)經(jīng)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F426.82;F274

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