湖南煙村生態(tài)農(nóng)牧公司營銷策略研究
發(fā)布時間：2019-02-25 10:32
【摘要】：豬肉是我國的第一大消費肉類，長期以來，我國居民對豬肉的消費以零散銷售的熱鮮肉為主，豬肉市場化程度不高。近年來，受食品安全問題突出、人們生活水平提高、消費觀念轉(zhuǎn)變等一系列因素影響，我國消費者在豬肉消費上從以前的單元化向多元化和個性化轉(zhuǎn)變，安全、口味、綠色、營養(yǎng)及健康已經(jīng)成為我國豬肉消費的主流，高端肉制品行業(yè)如雨后春筍般應(yīng)運而生，各種綠色食品、有機食品、生態(tài)食品以及針對特殊人群健康問題的功能性食品得到蓬勃發(fā)展。湖南煙村生態(tài)農(nóng)牧公司作為一個專注于高端豬肉制品領(lǐng)域的創(chuàng)業(yè)型企業(yè)，在這樣一個高速發(fā)展的行業(yè)中面臨著諸多的機遇與挑戰(zhàn)，，公司如何站穩(wěn)腳跟并謀求發(fā)展，迫切需要思考和研究公司在市場定位、產(chǎn)品創(chuàng)新、品牌創(chuàng)建、營銷策略及產(chǎn)業(yè)鏈優(yōu)化等方面的一系列問題。 以STP戰(zhàn)略及4Ps等營銷理論為基礎(chǔ)，本著理論聯(lián)系實際的原則，從宏觀、中觀和微觀三個層面上對湖南煙村進(jìn)行了研究。從宏觀上，根據(jù)PEST模型，分析了政治、經(jīng)濟、文化及技術(shù)等因素對高端肉制品的影響；在中觀層面上，通過波特五力模型對湖南煙村在進(jìn)入壁壘、替代品威脅、買方議價能力、賣方議價能力以及現(xiàn)有競爭者之間的競爭等行業(yè)情況進(jìn)行了深入分析；在微觀層面上，充分研究了企業(yè)自身核心資源和競爭優(yōu)勢，分析了企業(yè)優(yōu)勢和劣勢，以及面臨的威脅和機遇； 最后，在借鑒國內(nèi)外優(yōu)秀同行先進(jìn)經(jīng)驗基礎(chǔ)上，根據(jù)企業(yè)自身的產(chǎn)品特點，文章對公司的目標(biāo)市場、市場定位、產(chǎn)品策略、品牌策略、渠道策略及促銷策略等營銷策略進(jìn)行了研究并提出優(yōu)化建議，并對公司的產(chǎn)業(yè)鏈、人事制度及風(fēng)險防范機制等支撐體系的完善進(jìn)行了詳細(xì)論述。
[Abstract]:Pork is the largest consuming meat in our country. For a long time, the consumption of pork in our country is dominated by scattered hot fresh meat, and the degree of pork marketization is not high. In recent years, influenced by a series of factors, such as food safety problems, the improvement of people's living standard and the change of consumption concept, the consumption of pork in our country has changed from the former unit to the diversification and individualization, safety, taste, green, etc. Nutrition and health have become the mainstream of pork consumption in China. High-end meat products industry has sprung up as the times require, various green food, organic food, Ecological food and functional food for special population health problems have been flourishing. Hunan Yancun Ecological Agriculture and Animal Husbandry Company, as a pioneering enterprise focusing on the field of high-end pork products, is facing many opportunities and challenges in such a rapidly developing industry. There is an urgent need to consider and study a series of problems in market positioning, product innovation, brand creation, marketing strategy and industrial chain optimization. Based on the marketing theories such as STP strategy and 4Ps, based on the principle of integrating theory with practice, this paper studies Yancun in Hunan province from three aspects: macroscopic, meso and micro. According to the PEST model, the influence of politics, economy, culture and technology on the high-end meat products is analyzed. On the meso level, this paper analyzes deeply the situation of Hunan Yancun in entry barrier, substitute threat, buyer's bargaining ability, seller's bargaining ability and the competition among existing competitors through Porter's five-force model. On the micro level, the core resources and competitive advantages of the enterprises are fully studied, and the advantages and disadvantages of the enterprises are analyzed, as well as the threats and opportunities they face. Finally, on the basis of the advanced experience of domestic and foreign excellent peers, according to the characteristics of the enterprise's own products, the article aims at the company's target market, market positioning, product strategy, brand strategy, The marketing strategies such as channel strategy and promotion strategy are studied and optimized suggestions are put forward and the improvement of supporting system such as industry chain personnel system and risk prevention mechanism are discussed in detail.
【學(xué)位授予單位】：湖南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F324;F274
本文編號：2430080
[Abstract]:Pork is the largest consuming meat in our country. For a long time, the consumption of pork in our country is dominated by scattered hot fresh meat, and the degree of pork marketization is not high. In recent years, influenced by a series of factors, such as food safety problems, the improvement of people's living standard and the change of consumption concept, the consumption of pork in our country has changed from the former unit to the diversification and individualization, safety, taste, green, etc. Nutrition and health have become the mainstream of pork consumption in China. High-end meat products industry has sprung up as the times require, various green food, organic food, Ecological food and functional food for special population health problems have been flourishing. Hunan Yancun Ecological Agriculture and Animal Husbandry Company, as a pioneering enterprise focusing on the field of high-end pork products, is facing many opportunities and challenges in such a rapidly developing industry. There is an urgent need to consider and study a series of problems in market positioning, product innovation, brand creation, marketing strategy and industrial chain optimization. Based on the marketing theories such as STP strategy and 4Ps, based on the principle of integrating theory with practice, this paper studies Yancun in Hunan province from three aspects: macroscopic, meso and micro. According to the PEST model, the influence of politics, economy, culture and technology on the high-end meat products is analyzed. On the meso level, this paper analyzes deeply the situation of Hunan Yancun in entry barrier, substitute threat, buyer's bargaining ability, seller's bargaining ability and the competition among existing competitors through Porter's five-force model. On the micro level, the core resources and competitive advantages of the enterprises are fully studied, and the advantages and disadvantages of the enterprises are analyzed, as well as the threats and opportunities they face. Finally, on the basis of the advanced experience of domestic and foreign excellent peers, according to the characteristics of the enterprise's own products, the article aims at the company's target market, market positioning, product strategy, brand strategy, The marketing strategies such as channel strategy and promotion strategy are studied and optimized suggestions are put forward and the improvement of supporting system such as industry chain personnel system and risk prevention mechanism are discussed in detail.
【學(xué)位授予單位】：湖南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F324;F274
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