xx奶粉黑龍江市場的營銷現(xiàn)狀及策略畢業(yè)論文.doc
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xx奶粉黑龍江市場的營銷現(xiàn)狀及策略畢業(yè)論文,畢業(yè)論文，本人書寫論文多年，上傳作品為畢業(yè)合格作品，完整內(nèi)容。格式標(biāo)準(zhǔn)，18000字左右。介紹：摘要作為世界第一人口大國，中國奶粉市場的巨大潛力正受到越來越多中外奶粉制造商的關(guān)注。伴隨著中國經(jīng)濟的高速發(fā)展和消費者需求的不斷變化，中國奶粉高端市場的競爭正變得日趨激烈并開始趨于理性化。2007“金豬年”和2008“北京奧運...
內(nèi)容介紹
此文檔由會員 白癡學(xué)東西 發(fā)布
畢業(yè)論文，本人書寫論文多年，上傳作品為畢業(yè)合格作品，完整內(nèi)容。格式標(biāo)準(zhǔn)，18000字左右。介紹：
摘 要
作為世界第一人口大國，中國奶粉市場的巨大潛力正受到越來越多中外奶粉制造商的關(guān)注。伴隨著中國經(jīng)濟的高速發(fā)展和消費者需求的不斷變化，中國奶粉高端市場的競爭正變得日趨激烈并開始趨于理性化。2007“金豬年”和2008“北京奧運年”又引發(fā)了一股“嬰兒潮”的到來，中外嬰幼兒奶粉廠商已經(jīng)開始積極調(diào)整產(chǎn)品戰(zhàn)略并紛紛亮出看家本領(lǐng)來爭奪這塊市場。
本文從分析中國當(dāng)前奶粉市場的特點和發(fā)展趨勢入手，結(jié)合當(dāng)前中國母乳喂養(yǎng)的嚴(yán)峻現(xiàn)實和嬰幼兒配方奶粉發(fā)展的歷程，比較分析了xx奶粉和眾多中外品牌奶粉的優(yōu)劣勢，就目前xx奶粉在黑龍江市場營銷中存在的問題，運用現(xiàn)代市場營銷理論，提出xx奶粉在黑龍江市場未來幾年在產(chǎn)品差異化、品牌營銷和營銷渠道以及附加服務(wù)等幾方面的市場營銷策略，特別強調(diào)了品牌營銷對xx奶粉在黑龍江市場未來幾年發(fā)展的重要性和緊迫性。
【關(guān)鍵詞】：營銷策略 品牌營銷 4Ps營銷 4Cs營銷
Abstract
As the world population, China's first baby milk powder the huge potential market has drawn more and more attention of Chinese and foreign milk powder manufacturers. With the rapid development of China's economy and the consumer demand changes, China infant milk powder high-end market competition is getting more intense and began to tend to be rational. 2007 "golden pig year" and 2008 "the Beijing Olympics year" and sparked an "baby boom", the arrival of Chinese and foreign infant milk powder factories have already been started actively adjust the product strategy and have an ace up for the flash to market.
This paper, from the analysis of the current infant milk powder market of China of the characteristics and development trend of China's current breastfeeding, combined with the harsh reality and baby formula milk powder, comparative analysis of the development of the baby milk powder and numerous Erie Chinese and foreign brand of the disadvantages, the Erie infant milk powder market marketing, the existing problems of the use of modern marketing theory, this paper proposes a few years in the future the Erie infant milk powder product differentiation, brand marketing and marketing channels and the additional services aspects of marketing strategy, especially emphasized the brand marketing to infant milk powder in the next few years the Erie development of the importance and urgency.
Keywords: marketing strategy brand marketing 4Ps marketing theory 4Cs marketing theory
目 錄
摘要 I
Abstract II
第1章 緒論 1
1.1 研究背景 1
1.2 研究目的與意義 2
1.3 論文結(jié)構(gòu) 2
第2章 理論綜述 4
2.1 4Ps營銷理論 4
2.2 4Cs營銷理論 5
第3章 xx奶粉黑龍江市場的營銷現(xiàn)狀分析 6
3.1 公司現(xiàn)狀與市場環(huán)境 6
3.1.1 xx公司簡介 6
3.1.2 xx奶粉黑龍江市場環(huán)境分析 6
3.2 xx奶粉的市場在黑龍江地區(qū)的主要問題 8
3.2.1 高端產(chǎn)品不突出，市場份額低 8
3.2.2 產(chǎn)品線過長，個性化和專業(yè)化不夠突出 8
3.2.3 市場運營及管理有待改進(jìn) 9
3.3 xx奶粉黑龍江市場的市場定位 9
3.3.1 消費者行為分析 9
3.3.2 消費者市場細(xì)分和目標(biāo)市場鎖定 10
3.3.3 產(chǎn)品定位分析 12
第4章 xx奶粉黑龍江市場的營銷策略 14
4.1 產(chǎn)品差異化策略 14
4.2 差別定價策略 15
4.3 創(chuàng)新渠道策略 15
4.4 多元促銷策略 17
結(jié)束語 19
致謝 21
參考文獻(xiàn) 22
摘 要
作為世界第一人口大國，中國奶粉市場的巨大潛力正受到越來越多中外奶粉制造商的關(guān)注。伴隨著中國經(jīng)濟的高速發(fā)展和消費者需求的不斷變化，中國奶粉高端市場的競爭正變得日趨激烈并開始趨于理性化。2007“金豬年”和2008“北京奧運年”又引發(fā)了一股“嬰兒潮”的到來，中外嬰幼兒奶粉廠商已經(jīng)開始積極調(diào)整產(chǎn)品戰(zhàn)略并紛紛亮出看家本領(lǐng)來爭奪這塊市場。
本文從分析中國當(dāng)前奶粉市場的特點和發(fā)展趨勢入手，結(jié)合當(dāng)前中國母乳喂養(yǎng)的嚴(yán)峻現(xiàn)實和嬰幼兒配方奶粉發(fā)展的歷程，比較分析了xx奶粉和眾多中外品牌奶粉的優(yōu)劣勢，就目前xx奶粉在黑龍江市場營銷中存在的問題，運用現(xiàn)代市場營銷理論，提出xx奶粉在黑龍江市場未來幾年在產(chǎn)品差異化、品牌營銷和營銷渠道以及附加服務(wù)等幾方面的市場營銷策略，特別強調(diào)了品牌營銷對xx奶粉在黑龍江市場未來幾年發(fā)展的重要性和緊迫性。
【關(guān)鍵詞】：營銷策略 品牌營銷 4Ps營銷 4Cs營銷
Abstract
As the world population, China's first baby milk powder the huge potential market has drawn more and more attention of Chinese and foreign milk powder manufacturers. With the rapid development of China's economy and the consumer demand changes, China infant milk powder high-end market competition is getting more intense and began to tend to be rational. 2007 "golden pig year" and 2008 "the Beijing Olympics year" and sparked an "baby boom", the arrival of Chinese and foreign infant milk powder factories have already been started actively adjust the product strategy and have an ace up for the flash to market.
This paper, from the analysis of the current infant milk powder market of China of the characteristics and development trend of China's current breastfeeding, combined with the harsh reality and baby formula milk powder, comparative analysis of the development of the baby milk powder and numerous Erie Chinese and foreign brand of the disadvantages, the Erie infant milk powder market marketing, the existing problems of the use of modern marketing theory, this paper proposes a few years in the future the Erie infant milk powder product differentiation, brand marketing and marketing channels and the additional services aspects of marketing strategy, especially emphasized the brand marketing to infant milk powder in the next few years the Erie development of the importance and urgency.
Keywords: marketing strategy brand marketing 4Ps marketing theory 4Cs marketing theory
目 錄
摘要 I
Abstract II
第1章 緒論 1
1.1 研究背景 1
1.2 研究目的與意義 2
1.3 論文結(jié)構(gòu) 2
第2章 理論綜述 4
2.1 4Ps營銷理論 4
2.2 4Cs營銷理論 5
第3章 xx奶粉黑龍江市場的營銷現(xiàn)狀分析 6
3.1 公司現(xiàn)狀與市場環(huán)境 6
3.1.1 xx公司簡介 6
3.1.2 xx奶粉黑龍江市場環(huán)境分析 6
3.2 xx奶粉的市場在黑龍江地區(qū)的主要問題 8
3.2.1 高端產(chǎn)品不突出，市場份額低 8
3.2.2 產(chǎn)品線過長，個性化和專業(yè)化不夠突出 8
3.2.3 市場運營及管理有待改進(jìn) 9
3.3 xx奶粉黑龍江市場的市場定位 9
3.3.1 消費者行為分析 9
3.3.2 消費者市場細(xì)分和目標(biāo)市場鎖定 10
3.3.3 產(chǎn)品定位分析 12
第4章 xx奶粉黑龍江市場的營銷策略 14
4.1 產(chǎn)品差異化策略 14
4.2 差別定價策略 15
4.3 創(chuàng)新渠道策略 15
4.4 多元促銷策略 17
結(jié)束語 19
致謝 21
參考文獻(xiàn) 22
