本文關(guān)鍵詞：G公司冰淇淋配料市場(chǎng)定位策略研究　出處：《廣東外語(yǔ)外貿(mào)大學(xué)》2015年碩士論文　論文類(lèi)型：學(xué)位論文

  更多相關(guān)文章： 市場(chǎng)定位 食品配料 乳化穩(wěn)定劑 冰淇淋配料 G公司

【摘要】：G公司是食品配料行業(yè)一個(gè)企業(yè),冰淇淋配料產(chǎn)品是該公司一個(gè)新業(yè)務(wù)。本文以G公司為研究案例,分析了它的現(xiàn)狀和運(yùn)行過(guò)程中存在的問(wèn)題,重點(diǎn)研究了G公司冰淇淋配料產(chǎn)品營(yíng)銷(xiāo)的市場(chǎng)定位問(wèn)題,探討了其營(yíng)銷(xiāo)策略組合,試圖為G公司的營(yíng)銷(xiāo)穩(wěn)步增長(zhǎng)提供系統(tǒng)解決方案。G公司是一家跨國(guó)企業(yè)旗下的子公司,是一家擁有20多年歷史的食品配料公司,伴隨著中國(guó)食品工業(yè)的發(fā)展,是食品配料行業(yè)中的知名企業(yè)。G公司在中國(guó)服務(wù)的市場(chǎng)主要集中在液態(tài)奶市場(chǎng),由于國(guó)內(nèi)液態(tài)奶市場(chǎng)近兩年發(fā)展受阻,消費(fèi)行為和行業(yè)結(jié)構(gòu)發(fā)生了變化,對(duì)G公司業(yè)務(wù)發(fā)展造成很大影響,公司管理人員意識(shí)到開(kāi)發(fā)新的產(chǎn)品,進(jìn)入新的領(lǐng)域是企業(yè)生存至關(guān)重要的一步。本文以G公司進(jìn)入冰淇淋市場(chǎng)的營(yíng)銷(xiāo)問(wèn)題為研究起點(diǎn),分析G公司的營(yíng)銷(xiāo)環(huán)境及其與競(jìng)爭(zhēng)對(duì)手相比的優(yōu)劣勢(shì),系統(tǒng)地分析了G公司冰淇淋配料業(yè)務(wù)現(xiàn)狀,競(jìng)爭(zhēng)態(tài)勢(shì)與主要競(jìng)爭(zhēng)對(duì)手的營(yíng)銷(xiāo)策略,提出了G公司冰淇淋配料業(yè)務(wù)市場(chǎng)定位策略,圍繞這個(gè)市場(chǎng)定位設(shè)計(jì)了相應(yīng)的營(yíng)銷(xiāo)傳播策略。在現(xiàn)有市場(chǎng)營(yíng)銷(xiāo)理論中,專(zhuān)門(mén)研究食品添加劑這一類(lèi)工業(yè)品的市場(chǎng)定位及營(yíng)銷(xiāo)策略尚不多見(jiàn)。通過(guò)對(duì)G公司冰淇淋配料業(yè)務(wù)市場(chǎng)定位案例的分析研究,可以為其他正在開(kāi)拓新業(yè)務(wù)市場(chǎng)的食品配料企業(yè)提供有益的借鑒。
[Abstract]:G Company is an enterprise in food ingredients industry and ice cream batching product is a new business of this company. This paper takes G Company as a case study to analyze its current situation and problems in its operation. This paper focuses on the marketing orientation of ice cream ingredients in G Company, and discusses its marketing strategy combination. Attempts to provide systems solutions for G's steady growth in marketing. G is a subsidiary of a multinational company and a food ingredients company with a history of more than 20 years. With the development of Chinese food industry, G company is a well-known company in the food ingredients industry, the market of which is mainly concentrated in the liquid milk market, because the domestic liquid milk market has been blocked in recent two years. Changes in consumer behaviour and industry structure have had a significant impact on the business development of company G, and company managers are aware of the development of new products. To enter the new field is a crucial step for the survival of enterprises. This paper analyzes the marketing environment of G Company and its advantages and disadvantages compared with competitors, taking G Company as the starting point of research on the marketing problem of G company entering the ice cream market. This paper systematically analyzes G company ice cream ingredients business situation, competition situation and main competitors marketing strategy, put forward G company ice cream ingredients business market positioning strategy. The corresponding marketing communication strategy is designed around this market orientation. In the existing marketing theory. The market positioning and marketing strategy of the industrial products such as food additives are rare. Through the analysis of G company ice cream ingredients business market positioning cases. It can provide useful reference for other food ingredients enterprises that are developing new business market.
【學(xué)位授予單位】：廣東外語(yǔ)外貿(mào)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類(lèi)號(hào)】：F416.82

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