本文關(guān)鍵詞：華歐特級(jí)初榨橄欖油的市場(chǎng)定位研究　出處：《西南科技大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 橄欖油 市場(chǎng)細(xì)分 市場(chǎng)定位 營銷策略

【摘要】：本論文的研究對(duì)象是四川華歐油橄欖開發(fā)有限公司的華歐特級(jí)初榨橄欖油。作為公司的主打產(chǎn)品,華歐特級(jí)初榨橄欖油的銷售業(yè)績(jī)與公司發(fā)展息息相關(guān),面對(duì)當(dāng)前競(jìng)爭(zhēng)不斷加劇的橄欖油銷售市場(chǎng),如何對(duì)公司產(chǎn)品進(jìn)行市場(chǎng)定位,令其在消費(fèi)者心目中留下深刻印象,從而在眾多商家品牌中脫穎而出,顯得尤為重要。但是,至今華歐橄欖油產(chǎn)品仍缺乏明確的定位,既不利于其現(xiàn)有的市場(chǎng)營銷,也妨礙其未來的發(fā)展。論文通過大量調(diào)研及資料查閱,分析橄欖油產(chǎn)業(yè)宏觀環(huán)境和行業(yè)環(huán)境,并利用SWOT方法對(duì)華歐公司進(jìn)行分析,闡述了公司在科研實(shí)力、自有種植基地、榮譽(yù)資質(zhì)等方面具有優(yōu)勢(shì),并具有市場(chǎng)潛力大、政府資源支持、綠色健康成為消費(fèi)共識(shí)的有利機(jī)會(huì),存在銷售渠道單一,產(chǎn)品線單一,生產(chǎn)規(guī)模不大等劣勢(shì),以及國外知名品牌進(jìn)入成都、綿陽市場(chǎng)和潛在競(jìng)爭(zhēng)者較多的威脅。通過研究橄欖油市場(chǎng),進(jìn)行市場(chǎng)細(xì)分和目標(biāo)市場(chǎng)選擇,從而形成了華歐特級(jí)初榨橄欖油的市場(chǎng)定位方案。通過對(duì)比行業(yè)競(jìng)爭(zhēng)者的市場(chǎng)定位,采取避強(qiáng)定位(占領(lǐng)空檔)的定位方法,進(jìn)行集中性營銷,試圖將華歐特級(jí)初榨橄欖油定位于“專屬東方人的健康橄欖油”,將銷售的重點(diǎn)首先集中于四川省內(nèi)各地市州及經(jīng)濟(jì)發(fā)展較好的縣、區(qū)中的中高端消費(fèi)人群,并以此為基礎(chǔ)向周邊省份擴(kuò)展。同時(shí)圍繞市場(chǎng)定位及定位的實(shí)現(xiàn),加大宣傳力度和改進(jìn)營銷策略,對(duì)銷售渠道和產(chǎn)品線進(jìn)行再布局,并對(duì)產(chǎn)品進(jìn)行重新包裝和定價(jià),由此推動(dòng)華歐橄欖油在市場(chǎng)中占據(jù)有利位置,實(shí)現(xiàn)持續(xù)盈利。
[Abstract]:The research object of this thesis is the first virgin olive oil of Sichuan Hua-ou Olive Olive Development Co., Ltd. As the main product of the company, the sales performance of the first virgin olive oil is closely related to the development of the company. In the face of the increasingly competitive olive oil sales market, how to market the company's products, so that it leaves a deep impression in the minds of consumers, so as to stand out in many business brands. However, China and Europe olive oil products still lack a clear positioning, which is not conducive to its existing marketing, but also hinders its future development. This paper analyzes the macroscopical environment and industry environment of olive oil industry, and analyzes the Chinese and European companies by SWOT method, and expounds the advantages of the company in scientific research strength, its own planting base, its honorary qualification and so on. And has the market potential, the government resources support, the green health becomes the consumption consensus advantageous opportunity, the existence sale channel is single, the product line is single, the production scale is not big, and the foreign well-known brand enters Chengdu. Mianyang market and potential competitors more threats. Through the study of olive oil market, market segmentation and target market selection. By comparing the market positioning of competitors in the industry, we adopt the positioning method of avoiding the strong position (occupying the gap) to carry on the centralized marketing. This paper tries to position the extra virgin olive oil in China and Europe as "healthy olive oil for the oriental", and focuses on the middle and high end consumers in the prefectures and counties of Sichuan province and the counties with better economic development. And on this basis to expand to the surrounding provinces. At the same time around the market positioning and the realization of positioning, increase publicity and improve marketing strategies, sales channels and product lines for re-layout. And repackage and price the products, thus driving China and Europe olive oil in the market to occupy a favorable position, achieve sustained profitability.
【學(xué)位授予單位】：西南科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F323.7;F274

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本文編號(hào)：1357856