【摘要】： 近年來,隨著國(guó)民經(jīng)濟(jì)發(fā)展、居民收入增加、消費(fèi)觀念和飲食結(jié)構(gòu)的改變,我國(guó)乳制品的生產(chǎn)能力大幅提高,我國(guó)乳品消費(fèi)量呈穩(wěn)步增長(zhǎng)趨勢(shì)�！笆濉逼陂g,國(guó)家加大了對(duì)乳品行業(yè)的政策扶持力度,積極推行“學(xué)生飲用奶計(jì)劃”,并通過傳媒宣傳,培養(yǎng)國(guó)民乳品消費(fèi)習(xí)慣,為乳品行業(yè)的發(fā)展創(chuàng)造了良好的政策環(huán)境。據(jù)國(guó)家統(tǒng)計(jì)局預(yù)測(cè),我國(guó)乳業(yè)市場(chǎng)潛力巨大,中國(guó)乳制品市場(chǎng)在未來10年中將是世界上潛力最大的乳品消費(fèi)市場(chǎng)。 北京冰凌花乳業(yè)有限公司是一家專注于乳制品產(chǎn)業(yè)與關(guān)聯(lián)產(chǎn)業(yè)的大型集團(tuán)企業(yè),擁有國(guó)際一流的生產(chǎn)設(shè)備、精英團(tuán)隊(duì),依托生態(tài)奶源基地,實(shí)施規(guī)�；�(jīng)營(yíng)、制度化管理,應(yīng)以消費(fèi)者需求為導(dǎo)向,不斷研發(fā)營(yíng)養(yǎng)、健康的新產(chǎn)品,滿足其日益多元化的消費(fèi)需求。 因此,本文結(jié)合我國(guó)目前乳業(yè)的生產(chǎn)、銷售及市場(chǎng)需求,綜合采用問卷調(diào)查法、比較研究法、數(shù)理統(tǒng)計(jì)法和邏輯分析法,對(duì)目前國(guó)內(nèi)外乳品行業(yè)經(jīng)濟(jì)環(huán)境和營(yíng)銷現(xiàn)狀及發(fā)展趨勢(shì)進(jìn)行跟蹤調(diào)研分析,對(duì)北京冰凌花乳業(yè)公司營(yíng)銷現(xiàn)狀和營(yíng)銷策略進(jìn)行了系統(tǒng)研究。 首先對(duì)北京冰凌花乳業(yè)公司面臨的機(jī)遇與挑戰(zhàn)分析。目前我國(guó)乳品消費(fèi)量逐年增加,市場(chǎng)前景廣闊,為企業(yè)提供了機(jī)遇;我國(guó)乳品市場(chǎng)競(jìng)爭(zhēng)激烈,大型乳業(yè)公司利用雄厚資金,開展價(jià)格戰(zhàn)、廣告戰(zhàn),使乳品行業(yè)毛利率下降,對(duì)企業(yè)發(fā)展提出了挑戰(zhàn)。 通過對(duì)冰凌花公司針對(duì)北京及周邊乳品市場(chǎng)的調(diào)研分析,設(shè)計(jì)營(yíng)銷策略和方法,包括產(chǎn)品組合策略、包裝策略、價(jià)格策略和促銷的方法等營(yíng)銷手段,旨在使冰凌花公司目前的營(yíng)銷策略符合乳品行業(yè)的基本規(guī)律,促使冰凌花產(chǎn)品在市場(chǎng)中得以生存與發(fā)展。 針對(duì)北京冰凌花乳業(yè)公司發(fā)展需要,提出加強(qiáng)市場(chǎng)開發(fā)團(tuán)隊(duì)建設(shè)、加大市場(chǎng)開發(fā)投入、加強(qiáng)企業(yè)市場(chǎng)營(yíng)銷的系統(tǒng)管理等擴(kuò)大營(yíng)銷的對(duì)策。 本文的研究為北京冰凌花乳業(yè)公司提供了一套先進(jìn)合理的營(yíng)銷策略,對(duì)提高企業(yè)市場(chǎng)營(yíng)銷水平具有重要的實(shí)際意義。
[Abstract]:In recent years, with the development of national economy, the increase of residents' income, the change of consumption concept and diet structure, the production capacity of dairy products in our country has been greatly improved, and the consumption of dairy products in China is increasing steadily. During the 10th Five-Year Plan period, the state increased the policy support to the dairy industry, actively carried out the "plan for drinking milk for students", and, through the propaganda of the mass media, cultivated the habit of consumption of national dairy products, thus creating a good policy environment for the development of the dairy industry. According to the forecast of the National Bureau of Statistics, the dairy market in China has great potential, and the dairy market in China will be the most potential dairy consumer market in the world in the next 10 years. Beijing Binglinghua Dairy Industry Co., Ltd. is a large group enterprise focusing on dairy industry and related industry. It has international first-class production equipment, elite team, relying on ecological milk source base, implementing large-scale management and institutionalized management. Should take the consumer demand as the direction, unceasingly research and develop the nutrition, the health new product, satisfies its increasingly diversified consumer demand. Therefore, according to the production, sales and market demand of dairy industry in China, this paper synthetically adopts questionnaire, comparative research, mathematical statistics and logic analysis. The present economic environment, marketing situation and development trend of domestic and foreign dairy industry are investigated and analyzed, and the marketing status and marketing strategy of Beijing Binglinghua Dairy Co., Ltd are studied systematically. First of all, the opportunities and challenges faced by Beijing Bingling Dairy Company are analyzed. At present, the dairy consumption is increasing year by year in our country, and the market prospect is broad, which provides the opportunity for the enterprises. The competition of dairy market is fierce in our country. Large dairy companies make use of abundant funds, carry out price war and advertisement war, which make the gross profit rate of dairy industry fall, and challenge the development of enterprises. Through the investigation and analysis of Bing Ling Hua Company aiming at Beijing and its surrounding dairy market, we design marketing strategies and methods, including product combination strategy, packaging strategy, price strategy and promotion method, etc. The aim is to make the current marketing strategy of Bingling Flower Company conform to the basic law of dairy industry and promote the survival and development of Bingling Flower products in the market. In order to meet the development needs of Beijing Bingling Dairy Company, this paper puts forward some countermeasures to expand marketing, such as strengthening the construction of market development team, increasing investment in market development and strengthening the system management of enterprise marketing. The research in this paper provides a set of advanced and reasonable marketing strategies for Beijing Binglinghua Dairy Co., Ltd. It has important practical significance to improve the marketing level of enterprises.
【學(xué)位授予單位】：哈爾濱理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2007
【分類號(hào)】：F426.82

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 趙禹;遼寧輝山乳業(yè)（集團(tuán)）有限公司營(yíng)銷策略研究[D];新疆大學(xué);2013年

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本文編號(hào)：2410980