本文選題：A公司 + 雞肉熟制品��； 參考：《陜西師范大學(xué)》2015年碩士論文

【摘要】：近年來,伴隨著中國社會經(jīng)濟(jì)的快速發(fā)展,許多城市居民在生活水平提高的同時,其生活節(jié)奏也在加快,這種市場需求帶動了各類方便食品的生產(chǎn)和銷售,促進(jìn)了食品加工企業(yè)的快速發(fā)展,也帶來了方便食品激烈的市場競爭。因此,作為生產(chǎn)和銷售雞肉熟制品——熏雞和名家魯香雞這種具有傳統(tǒng)地方特色的,深受當(dāng)?shù)叵M者喜愛的食品企業(yè)----A公司,如何抓住市場機遇,進(jìn)一步改進(jìn)和提升其市場營銷工作力度,把這個傳統(tǒng)地方特色并且營養(yǎng)豐富的食品做成快捷方便食品,推向全國市場,.在滿足消費者需求的同時,實現(xiàn)本企業(yè)的穩(wěn)健快速發(fā)展是該企業(yè)經(jīng)營者所面臨的現(xiàn)實問題。本文亦就A公司雞肉熟制品在市場營銷策略方面進(jìn)行研討。本文以市場營銷理論為指導(dǎo),通過對A公司的高管、銷售人員、客戶、合作伙伴等訪談與討論,了解到A公司現(xiàn)有市場營銷模式及其在營銷中存在的問題,同時收集和掌握相關(guān)的市場競爭態(tài)勢情況等數(shù)據(jù)與資料。重點以A公司雞肉熟制品市場營銷策略為研究對象,運用相關(guān)理論對A公司所面臨的內(nèi)外部市場營銷環(huán)境進(jìn)行分析,利用SWOT分析工具對該公司具有的優(yōu)勢與劣勢、公司面臨的機遇與威脅進(jìn)行分析研究。在此基礎(chǔ)上,提出改善A公司雞肉熟制品銷售量和提高產(chǎn)品知名度的營銷策略建議。并進(jìn)一步闡述了加強A公司雞肉熟制品的品牌建設(shè),完善A公司雞肉熟制品的研發(fā)體系,健全A公司雞肉熟制品的營銷信息系統(tǒng)和重視A公司雞肉熟制品的營銷團(tuán)隊建設(shè)等完善市場營銷策略實施的保障措施。A公司通過實施雞肉熟制品市場營銷新策略,將利用現(xiàn)代營銷理論和模式來促進(jìn)傳統(tǒng)工藝食品的生產(chǎn)和銷售走出地域限制,把具有地方特色,營養(yǎng)豐富的產(chǎn)品銷售到全國各地。從而提高A公司雞肉熟制品系列產(chǎn)品的品牌知名度,擴(kuò)大市場占有率,增加企業(yè)利潤率,促進(jìn)本企業(yè)的可持續(xù)發(fā)展并帶動當(dāng)?shù)氐霓r(nóng)牧業(yè)相關(guān)產(chǎn)業(yè)鏈的形成與發(fā)展。
[Abstract]:In recent years, with the rapid development of China's social economy, many urban residents have improved their living standards and their pace of living has also accelerated. This market demand has led to the production and sale of various kinds of convenience foods. Promote the rapid development of food processing enterprises, but also bring convenience food fierce market competition. Therefore, as a food company that produces and sells cooked chicken products-Smoked Chicken and Lu Xiang Chicken, which has traditional local characteristics and is deeply loved by local consumers-A Company, how to seize the market opportunities, Further improve and enhance its marketing efforts, this traditional local characteristics and nutritious food into a fast and convenient food, to the national market. At the same time, realizing the steady and rapid development of the enterprise is a realistic problem faced by the business operators. This paper also discusses the marketing strategy of cooked chicken products of Company A. Under the guidance of marketing theory, through the interviews and discussions with the executives, salespeople, customers and partners of company A, this paper finds out the existing marketing model of A company and its problems in marketing. At the same time collect and grasp the relevant market competition situation and other data and information. This paper focuses on the marketing strategy of cooked chicken products in Company A, analyzes the internal and external marketing environment faced by Company A by using relevant theories, and uses SWOT tools to analyze the advantages and disadvantages of the company. The opportunities and threats faced by the company are analyzed and studied. On the basis of this, the paper puts forward some marketing strategies to improve the sales of cooked chicken products and enhance the popularity of chicken products in Company A. And further elaborated strengthens the A company chicken cooked product brand construction, consummates A company chicken cooked product research and development system, Perfecting the Marketing Information system of cooked Chicken products of Company A and attaching importance to the Construction of Marketing team of cooked Chicken products of Company A. A Company through the implementation of New Marketing Strategy of cooked Chicken products, The modern marketing theory and model will be used to promote the production and sale of traditional craft food out of the geographical limit, and the products with local characteristics and rich nutrition will be sold to all parts of the country. In order to improve the brand awareness of chicken cooked products series products of Company A, expand the market share, increase the profit rate of the enterprise, promote the sustainable development of the enterprise and promote the formation and development of the local agricultural and animal husbandry related industry chain.
【學(xué)位授予單位】：陜西師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F426.82;F274

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本文編號：1784654