本文關鍵詞：G公司冰淇淋配料市場定位策略研究　出處：《廣東外語外貿大學》2015年碩士論文　論文類型：學位論文

  更多相關文章： 市場定位 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)一個企業(yè),冰淇淋配料產品是該公司一個新業(yè)務。本文以G公司為研究案例,分析了它的現(xiàn)狀和運行過程中存在的問題,重點研究了G公司冰淇淋配料產品營銷的市場定位問題,探討了其營銷策略組合,試圖為G公司的營銷穩(wěn)步增長提供系統(tǒng)解決方案。G公司是一家跨國企業(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公司在中國服務的市場主要集中在液態(tài)奶市場,由于國內液態(tài)奶市場近兩年發(fā)展受阻,消費行為和行業(yè)結構發(fā)生了變化,對G公司業(yè)務發(fā)展造成很大影響,公司管理人員意識到開發(fā)新的產品,進入新的領域是企業(yè)生存至關重要的一步。本文以G公司進入冰淇淋市場的營銷問題為研究起點,分析G公司的營銷環(huán)境及其與競爭對手相比的優(yōu)劣勢,系統(tǒng)地分析了G公司冰淇淋配料業(yè)務現(xiàn)狀,競爭態(tài)勢與主要競爭對手的營銷策略,提出了G公司冰淇淋配料業(yè)務市場定位策略,圍繞這個市場定位設計了相應的營銷傳播策略。在現(xiàn)有市場營銷理論中,專門研究食品添加劑這一類工業(yè)品的市場定位及營銷策略尚不多見。通過對G公司冰淇淋配料業(yè)務市場定位案例的分析研究,可以為其他正在開拓新業(yè)務市場的食品配料企業(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.
【學位授予單位】：廣東外語外貿大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F416.82

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