本文選題：HF食品有限公司 + 4C理論　； 參考：《沈陽(yáng)農(nóng)業(yè)大學(xué)》2017年碩士論文

【摘要】：從40年前餐桌上的"逢年過節(jié)硬菜"到今天餐桌上的"家常便菜",畜禽食品正逐漸成為城鄉(xiāng)居民日常就餐必不可少的副食品。據(jù)統(tǒng)計(jì)2015年我國(guó)肉類產(chǎn)量8706.74萬(wàn)噸,成為世界最大畜禽產(chǎn)品生產(chǎn)國(guó),我國(guó)不僅肉類生產(chǎn)總量較高,肉類消費(fèi)需求也相當(dāng)高。國(guó)際食物政策研究所發(fā)布的《2016全球糧食政策報(bào)告》,指出中國(guó)人均每年肉類消費(fèi)量59千克,是世界平均消費(fèi)水平的2倍。人們飲食結(jié)構(gòu)中肉類比例的上升,帶動(dòng)了畜禽業(yè)的發(fā)展,截止2015年數(shù)據(jù)顯示,全國(guó)規(guī)模以上畜禽加工企業(yè)4864家,行業(yè)競(jìng)爭(zhēng)日趨激烈。隨著城鄉(xiāng)居民生活節(jié)奏的加快,繁忙的工作、頻繁的交際,對(duì)食品方便、快捷、衛(wèi)生、營(yíng)養(yǎng)等方面要求也越來(lái)越高,速凍食品的出現(xiàn)順應(yīng)了時(shí)代的需求,人們生活中開始出現(xiàn)越來(lái)越多的速凍類食品。速凍食品主要分為速凍畜禽類、速凍水產(chǎn)類、速凍果蔬類、速凍調(diào)理類。我國(guó)速凍食品市場(chǎng)規(guī)模持續(xù)快速增長(zhǎng),從2004年的45.66億元,上升到2014年的649.81億元,年復(fù)合增長(zhǎng)率達(dá)到30.42%。尤其是速凍調(diào)理類食品,由于它種類豐富、口味多變的特點(diǎn),深受消費(fèi)者喜愛,也逐漸成為食品企業(yè)的關(guān)注熱點(diǎn)。食品企業(yè)為了能夠在激烈的市場(chǎng)競(jìng)爭(zhēng)中取得經(jīng)濟(jì)增長(zhǎng)與市場(chǎng)拓展,都在結(jié)合企業(yè)自身情況,開發(fā)新產(chǎn)品、不斷完善營(yíng)銷策略。HF食品有限公司創(chuàng)建于2011年,市場(chǎng)從無(wú)到有,迅速發(fā)展,業(yè)務(wù)范圍覆蓋東北三省。在競(jìng)爭(zhēng)激烈的行業(yè)背景下,為促進(jìn)HF食品有限公司加大市場(chǎng)份額、實(shí)現(xiàn)經(jīng)營(yíng)目標(biāo)與可持續(xù)發(fā)展,了解HF食品的消費(fèi)者需求尤為重要。本文以HF食品有限公司為研究對(duì)象,結(jié)合調(diào)研問卷數(shù)據(jù)加以分析。本文主要分為六部分,第一部分為緒論,介紹研究背景、內(nèi)容及研究方法等;第二部分為相關(guān)概念界定與文獻(xiàn)綜述;第三部分,具體介紹HF公司發(fā)展情況,包括基本情況介紹與營(yíng)銷現(xiàn)狀;第四部分,通過問卷設(shè)計(jì)與基本情況分析,了解消費(fèi)者對(duì)速凍調(diào)理食品的購(gòu)買偏好、影響因素等;第五部分,運(yùn)用4C理論,針對(duì)HF食品,從顧客價(jià)值、成本、便利性、溝通四個(gè)方面進(jìn)行調(diào)查分析;第六部分,從企業(yè)角度出發(fā)提出產(chǎn)品、價(jià)格、渠道、促銷四個(gè)方面的營(yíng)銷策略優(yōu)化建議,為HF公司了解公司營(yíng)銷現(xiàn)狀,將更好的產(chǎn)品、更細(xì)致的服務(wù)提供給消費(fèi)者,提供調(diào)研數(shù)據(jù)參考和借鑒。
[Abstract]:From the "hard food" on the dinner table 40 years ago to the "home-cooked dish" on the dinner table today, livestock and poultry food is gradually becoming an essential non-staple food for urban and rural residents to eat daily. According to statistics, China's meat output in 2015 was 87.0674 million tons, becoming the world's largest producer of livestock and poultry products. China not only has a high total meat production, but also has a high demand for meat consumption. The 2016 Global Food Policy report, released by the International Food Policy Research Institute, points out that China's per capita meat consumption is 59 kg per year, twice the world average. The increase of meat proportion in people's diet structure has led to the development of livestock and poultry industry. As of 2015, there are 4864 livestock and poultry processing enterprises in China, and the competition in the industry is becoming more and more fierce. With the quickening pace of life of urban and rural residents, the busy work, frequent communication, the requirement of food convenience, quickness, hygiene, nutrition and so on, the appearance of frozen food conforms to the needs of the times. There are more and more frozen foods in people's lives. Frozen food is mainly divided into frozen livestock and poultry, frozen aquatic products, frozen fruits and vegetables, frozen conditioning. The scale of China's quick-frozen food market continues to grow rapidly, from 4.566 billion yuan in 2004 to 64.981 billion yuan in 2014, with an annual compound growth rate of 30.42 million yuan. In particular, quick-frozen conditioning food, because of its rich variety, the characteristics of changing taste, deeply loved by consumers, but also gradually become the focus of attention of food enterprises. In order to achieve economic growth and market expansion in the fierce market competition, food enterprises are developing new products in the light of their own conditions, continuously perfecting marketing strategy .HF Food Co., Ltd., founded in 2011. Rapid development, business coverage of the three northeast provinces. Under the background of fierce competition, it is very important to understand the consumer demand of HF food in order to promote HF Food Co., Ltd. To increase market share, achieve business objectives and sustainable development. In this paper, HF Food Co., Ltd. as the research object, combined with questionnaire data to analyze. This paper is divided into six parts, the first part is the introduction, the research background, content and research methods; the second part is the definition of related concepts and literature review; the third part, introduce the development of HF company, The fourth part, through questionnaire design and basic situation analysis, to understand consumers' purchasing preference and influencing factors of quick-frozen conditioners. Part five, using 4C theory, aimed at HF foods. From the customer value, cost, convenience, communication four aspects of the investigation and analysis; part VI, from the point of view of the enterprise, put forward four aspects of the product, price, channel, promotion of four aspects of marketing strategy optimization recommendations, For HF company to understand the company's marketing situation, better products, more detailed services to consumers, to provide research data reference and reference.
【學(xué)位授予單位】：沈陽(yáng)農(nóng)業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F274;F426.82
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本文編號(hào)：1868172