【摘要】：隨著我國國民經(jīng)濟(jì)持續(xù)快速的增長，人均收入不斷的提高，并且城市化進(jìn)程的速度也在加快，老百姓對高品質(zhì)生活的追求不斷提高。目前，老百姓對休閑生活要求也在日益增強(qiáng)，發(fā)展休閑食品行業(yè)也是在所必然。老百姓對休閑食品的喜愛和推崇已經(jīng)成為了人們時尚生活的一部分。但是，隨著休閑食品行業(yè)的迅速發(fā)展，，國內(nèi)休閑食品相關(guān)的制度還不完善，比如對此企業(yè)的規(guī)模或資質(zhì)上的制度還不太規(guī)范，很多休閑食品企業(yè)還處于弱勢地位。 本論文以A休閑食品企業(yè)的營銷發(fā)展策略為研究對象。首先在分析A公司發(fā)展情況、A公司人力資源狀況、A公司財務(wù)情況的基礎(chǔ)上，對A公司營銷發(fā)展面臨的外部環(huán)境和內(nèi)部條件進(jìn)行了詳細(xì)的分析。認(rèn)為公司面臨的外部環(huán)境優(yōu)勢是我國經(jīng)濟(jì)發(fā)展平穩(wěn)，人民的收入水平得到了提高，并且，我國休閑食品行業(yè)正處于高速發(fā)展階段。 接著本文分析了A公司STP戰(zhàn)略。A公司以EJR品牌進(jìn)行產(chǎn)品市場定位；以上海市為重點(diǎn)核心市場，以華東區(qū)的山東省、浙江省、安徽省、江蘇省、福建省、江西省等省份為A公司的輔助市場；而中年、青年婦女和廣大學(xué)生是公司休閑食品消費(fèi)的重要力量。 第三，論文分析了A公司營銷組合策略，包括A公司產(chǎn)品策略、A公司價格策略、A公司分銷渠道策略以及A公司促銷策略等內(nèi)容。 最后，文章分析了實(shí)施營銷策略的保障措施，從營造有利于戰(zhàn)略實(shí)施的企業(yè)文化、完善企業(yè)組織結(jié)構(gòu)、建立開放型人力資源機(jī)制以及建立和完善市場信息反饋機(jī)制等方面進(jìn)行分析。
[Abstract]:With the sustained and rapid growth of our national economy, the per capita income is constantly rising, and the speed of urbanization is also speeding up, the people's pursuit of high-quality life is constantly improving. At present, the people's leisure life requirements are also increasing, the development of snack food industry is also inevitable. People's love and praise of snack food has become a part of people's fashion life. However, with the rapid development of the snack food industry, the domestic snack food related system is not perfect, for example, the scale or qualification of the enterprise system is not very standard, many snack food enterprises are still in a weak position. This thesis takes the marketing development strategy of A snack food enterprise as the research object. Firstly, on the basis of analyzing the development of company A and the financial situation of company A, this paper analyzes the external environment and internal conditions of company A's marketing development in detail. It is believed that the external environmental advantages of the company are the steady economic development of our country, the improvement of the income level of the people, and the high speed development of the snack food industry in our country. Then, this paper analyzes the STP strategy of A Company. A Company carries on the product market positioning with the EJR brand, with Shanghai as the key market, Shandong Province, Zhejiang Province, Anhui Province, Jiangsu Province, Fujian Province in East China as the core market. Jiangxi province and other provinces are the auxiliary market of company A, and middle-aged, young women and students are the important power of the company's consumption of snack food. Thirdly, the thesis analyzes the marketing mix strategy of A company, including A company product strategy, A company price strategy, A company distribution channel strategy and A company promotion strategy, etc. Finally, the article analyzes the safeguard measures to implement the marketing strategy, from creating the enterprise culture that is beneficial to the implementation of the strategy, perfecting the organization structure of the enterprise. To establish an open human resource mechanism and to establish and improve the market information feedback mechanism and so on.
【學(xué)位授予單位】：南昌大學(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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