本文關(guān)鍵詞：中糧“福臨門(mén)”小包裝食糖的營(yíng)銷(xiāo)策略研究　出處：《中國(guó)農(nóng)業(yè)科學(xué)院》2014年碩士論文　論文類(lèi)型：學(xué)位論文

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【摘要】：目前，我國(guó)糖企大多生產(chǎn)的是硫化糖。截至2013年數(shù)據(jù)顯示，全年國(guó)內(nèi)食糖產(chǎn)量顯示，90%都是硫化糖，碳化糖只有10%。碳化糖由于純凈、穩(wěn)定、不含硫，85%上上要用于醫(yī)學(xué)制藥和飲料行業(yè)，廣大民生所吃的還是以硫化糖為主。食糖產(chǎn)品屬于消費(fèi)者低關(guān)心度產(chǎn)品，市場(chǎng)上可以選擇的好糖太少，大多數(shù)人對(duì)硫化糖和碳化糖的概念并不了解。本文針對(duì)中糧福臨門(mén)小包裝碳化糖市場(chǎng)表現(xiàn)，對(duì)中糧福臨門(mén)小包裝碳化糖產(chǎn)品營(yíng)銷(xiāo)行為和策略進(jìn)行深入研究，旨在從理論上研究出一條提高企業(yè)核心競(jìng)爭(zhēng)力，吸引更多消費(fèi)者，擴(kuò)大市場(chǎng)占有率的道路，創(chuàng)造更多的經(jīng)濟(jì)和社會(huì)效益。 本文的主要研究?jī)?nèi)容包括： （1）全面梳理了小包裝碳化糖的市場(chǎng)現(xiàn)狀和未來(lái)發(fā)展趨勢(shì)。 運(yùn)用SWOT方法分析了中糧福臨門(mén)小包裝碳化糖的行業(yè)環(huán)境，全面梳理了小包裝碳化糖行業(yè)現(xiàn)狀，行業(yè)的政治、經(jīng)濟(jì)、社會(huì)文化和人文、市場(chǎng)容量和規(guī)模、競(jìng)爭(zhēng)情況、行業(yè)主要使用的營(yíng)銷(xiāo)策略等。在此基礎(chǔ)上，總結(jié)出了小包裝碳化糖行業(yè)未來(lái)的八大發(fā)展趨勢(shì)。 （2）剖析了各種消費(fèi)者對(duì)于小包裝碳化糖的購(gòu)買(mǎi)意愿以及影響因素。 本文通過(guò)問(wèn)卷調(diào)查的方式，對(duì)消費(fèi)者購(gòu)買(mǎi)意愿對(duì)于儲(chǔ)存、品牌、包裝、價(jià)格、品質(zhì)、促銷(xiāo)、組合以及渠道幾個(gè)影響因素進(jìn)行定量分析，，得出主要影響消費(fèi)者購(gòu)買(mǎi)意愿的最重要的幾個(gè)因素，從而指導(dǎo)廠商有針對(duì)性地進(jìn)行成本管理和營(yíng)銷(xiāo)方式設(shè)計(jì)。 （3）提出了改善中糧福臨門(mén)小包裝碳化糖市場(chǎng)營(yíng)銷(xiāo)策略的建議和措施。 本文從中糧福臨門(mén)這一企業(yè)微觀角度出發(fā)，并依據(jù)問(wèn)卷調(diào)查及4Ps營(yíng)銷(xiāo)策略理論以及當(dāng)前小包裝碳化糖市場(chǎng)競(jìng)爭(zhēng)狀況和企業(yè)自身情況提出可行的產(chǎn)品營(yíng)銷(xiāo)策略和實(shí)行措施。分別從產(chǎn)品策略、價(jià)格策略、渠道策略及促銷(xiāo)策略幾方面論證了中糧福臨門(mén)小包裝碳化糖的具體營(yíng)銷(xiāo)策略。
[Abstract]:At present, most of the sugar enterprises in China produce sugars sulphide. As of 2013, the domestic sugar production shows that 90% of sugar is sulphide sugar, and only 10% carbonized sugar. Carbonized sugar is pure and stable. Do not contain sulfur on 85% to be used in medical pharmacy and beverage industry, people's livelihood or the majority of people's livelihood to eat sugars mainly. Sugar products belong to consumers of low concern products, the market can choose too little good sugar. Most people do not understand the concept of sugar vulcanizate and carbonated sugar. In this paper, the marketing behavior and strategy of the small packaging carbonized sugar products of Cofco Fu Linmen are studied in depth according to the market performance of small packaging carbonized sugar. The purpose of this paper is to find out a way to improve the core competitiveness of enterprises, attract more consumers, expand market share and create more economic and social benefits. The main contents of this paper are as follows: The market status and future development trend of small package carbonized sugar were comprehensively combed. The paper analyzes the industry environment of small packaging carbonized sugar by SWOT method, combs the present situation of small package carbonized sugar industry, politics, economy, social culture and humanities, market capacity and scale. On the basis of this, the paper summarizes the eight development trends of the small package carbonized sugar industry in the future. This paper analyzes the consumers' willingness to buy small-packed carbonized sugar and its influencing factors. Through the way of questionnaire, this paper makes quantitative analysis on the influence factors of consumers' willingness to buy for storage, brand, packaging, price, quality, promotion, combination and channel. The most important factors influencing consumers' purchase intention are obtained to guide the manufacturers to design the cost management and marketing mode. The suggestions and measures to improve the marketing strategy of small package carbonized sugar for CFC were put forward. This article from the Cofco Fu Linmen this enterprise microscopic angle embarks. And according to the questionnaire survey and 4Ps marketing strategy theory and the current small package carbonized sugar market competition situation and enterprise's own situation put forward the feasible product marketing strategy and the implementation measure respectively from the product strategy and the price strategy. The marketing strategy of CFC small package carbonized sugar is demonstrated in several aspects of channel strategy and promotion strategy.
【學(xué)位授予單位】：中國(guó)農(nóng)業(yè)科學(xué)院
【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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