【摘要】：近年來(lái)，方便面行業(yè)發(fā)展較為迅猛，從整個(gè)行業(yè)看，已形成了寡頭壟斷的局面。作為本土企業(yè)品牌，A公司經(jīng)過(guò)十幾年的發(fā)展，已經(jīng)成為集團(tuán)化公司，目前向全渠道銷(xiāo)售發(fā)展。但方便面的市場(chǎng)競(jìng)爭(zhēng)十分激烈，A公司要與眾多一線(xiàn)品牌方便面企業(yè)競(jìng)爭(zhēng)，企業(yè)的營(yíng)銷(xiāo)策略將十分的重要，而目前A公司在營(yíng)銷(xiāo)方面還存在諸多問(wèn)題，因此需要對(duì)A公司方便面現(xiàn)有的營(yíng)銷(xiāo)現(xiàn)狀進(jìn)行分析、評(píng)估，進(jìn)而找出不足，提出一套適合企業(yè)未來(lái)發(fā)展的營(yíng)銷(xiāo)策略。 本論文通過(guò)分析目前方便面行業(yè)的狀況，從A公司企業(yè)自身發(fā)展現(xiàn)狀出發(fā)，通過(guò)4p理論，分別從產(chǎn)品、價(jià)格、渠道、促銷(xiāo)這四方面對(duì)A公司市場(chǎng)營(yíng)銷(xiāo)策略進(jìn)行較深入分析，，再通過(guò)分析方便面領(lǐng)導(dǎo)者康師傅的營(yíng)銷(xiāo)策略，進(jìn)而將A公司與之對(duì)比，找尋到A公司與行業(yè)內(nèi)龍頭企業(yè)的差距，然后結(jié)合著方便面整體大環(huán)境通過(guò)swot對(duì)A公司做具體的分析，通過(guò)swot分析后會(huì)對(duì)A公司存在的優(yōu)勢(shì)、劣勢(shì)、所面臨的機(jī)會(huì)和威脅都有明確的了解。然后結(jié)合著A公司的4p分析，突出重點(diǎn)的制定A公司未來(lái)的營(yíng)銷(xiāo)策略，并使之落地推行，形成一個(gè)具有應(yīng)用意義的營(yíng)銷(xiāo)策略，最后再制定出保障A公司營(yíng)銷(xiāo)策略順利進(jìn)行的保障措施。本論文對(duì)A公司制定的營(yíng)銷(xiāo)策略為今后方便面企業(yè)做出的營(yíng)銷(xiāo)決策提供依據(jù)，同時(shí)也為快消行業(yè)其他企業(yè)提供一定的借鑒。
[Abstract]:In recent years, the instant noodle industry has developed rapidly, from the whole industry, has formed the oligopoly situation. As a local brand, company A has become a collectivized company after more than ten years of development. But the market competition of instant noodle is very fierce, A company wants to compete with many first-line brand instant noodle enterprises, the marketing strategy of the enterprise will be very important. But at present, company A still has many problems in marketing. Therefore, it is necessary to analyze and evaluate the present marketing situation of instant noodle in company A, and then find out the shortcomings and put forward a set of marketing strategies suitable for the future development of the enterprise. This paper analyzes the current situation of instant noodle industry, starting from the current situation of the company's own development, through the 4p theory, respectively from the product, price, channel, promotion of the four aspects of the company's marketing strategy for a more in-depth analysis. Then by analyzing the marketing strategy of the instant noodle leader, Master Kang, and then comparing company A with it, we find out the gap between company A and leading enterprises in the industry, and then combine the overall environment of instant noodle to make a concrete analysis of company A through swot. Through swot analysis, there will be a clear understanding of the strengths, weaknesses, opportunities and threats faced by company A. Then combined with the 4p analysis of company A, we focus on making the marketing strategy of company A in the future, and make it go to the ground to carry out, and form a marketing strategy with applied significance. At last, the guarantee measures to ensure A company's marketing strategy are worked out. This paper provides the basis for the marketing decision of the instant noodle enterprises in the future, and also provides some reference for other enterprises in the fast elimination industry.
【學(xué)位授予單位】：北京工業(yè)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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