中国是牛肉生产大国,但却是消费贸易小国。改革开放后,我国居民的肉

类消费结构中牛肉消费所占的比重在提高。可以预计,随着中国城乡居民收入

水平的迅速提髙和我国城市化进程的加快,人均牛肉消费量必然会有更大幅度

的提高。河南周家口食品有限公司(文中简称Z公司)和河南老子故里食品有

限公司(文中简称L公司)同是河南万果园实业集团有限公司(文中简称W集

团)旗下的全资子公司,主要生产酱卤牛肉制品和休闲牛肉系列产品。实际上

二者是同一套运营班底,所以我们将统称其为Z公司”。周家口牛肉在渠道

上拥有一定的优势,但产业链不完整,迫使企业的销售半径只能维持在一定区

域,销售增长乏力。如何在激烈的牛肉加工行业竞争环境中,建立起有效的营

销策略帮助周家口公司走出目前的处境是该企业要面临的主要问题。

本文综合运用PEST分析和迈克尔波特的五种作用力分析模型对Z公司牛

肉制品营销的宏观环境和行业竞争环境因素进行了综合评价分析,深入分析了

公司的基本营销策略、营销目标、销售渠道模式和销售情况等营销策略现状,

提出了 Z公司在营销管理和销售方面存在的营销策略问题:即公司对营销工作

认识的缺失,将销售等同于营销;产品的市场定位较为模糊,技术创新存在差

距;以低价作为营销推广的手段,产品溢价能力有限,盈利能力较弱;渠道建

设不合理,经销商的整体实力和素质较差;企业对顾客的单向促销,公众参与

度低,缺乏双向沟通,品牌知名度和认同感不高;以及公司的销售人员专业技

能有限,缺乏髙素质业务人才等人力资源管理问题。

作者采用的问卷调查和数理统计分析的方法,,重新对周家口牛肉的河南市

场进行了细分,明确了其目标市场与市场定位。根据企业实际情况和营销策略

组合理论,提出周家口牛肉的营销组合策略的优化建议和实施保障措施:即在

保证产品质量的前提下,不断完善产品体系,开发高端产品和创新产品,创立

名牌满足高端客户消费心理需求,占据髙端市场;根据公司的长期发展,制定

合理的价格结构体系,加强对经销商的价格管理,建立公司的定价档案资料;

将快速消费品的销售渠道模式引入到土特产品销售上来,重视打造电商和微信

营销等新渠道;促销和沟通并重,在消费者中树立起品牌消费的观念。同时公

I

司还要注重建立科学的、完善的营销组织机构和管理体系,建立一支专业而又

精良的销售团队来保证营销策略的有效实施。

关键词:营销策略营销渠道休闲牛肉制品快速消费

Abstract

China is a large beef producer in the world,but only consume a little. Since the

reform and opening up, the proportion of beef consumption in improving in the meat

consumption of Chinese residents.it can be expected that with the rapid increase of

income of urban and rural residents and the accelerating of citifying process, the per

head consumption of beef will have greater improvement.Henan Zhou Jia Kou food

limited company(use short name Z in this article) and Henan Laozi food limited

company(use short name L in this article) both are wholly-owned subsidiary of

Henan Wan Guo Yuan Industrial Group Co. (use short name W in this article),in fact,

They have the same operation team, so we collectively referred to it as Z Company.

Zhoujiakou Beef1 has a certain guivantage in the channel, but the industrial chain is

incomplete, make tiie sales only can maint^n in certain areas and sales growth is

sluggishly. How to establish effective marketing strategy to help Zhoujiakou

company go out of the present situation in the fierce competition environment is the

main problem that this enterprise faced.

This paper uses PEST and Michael Porter's Five Forces Model to analysis the

macro enviroraent and competitive environment factors on marketing model of Z

company ’deeply Analyze the marketing strategy, marketing objectives,sales channel

and sales status,put forward the marketing and sale problems in marketing

strategy ,that are misunderstanding to marketing,equivalent it to sales;market

position is fuzzy,lacking of technical innovation;sales with lower price as promotion

method;limited capacity in premium ,low profitjunresonable channel

construction,dealer's overall strength and quality axe poor;one-way promotion from

enterprise to customers,low public participation,lacking of bilateral

communication,brand awareness and indentify is not high,and professional sales

skills is limited,lacking of high quality business personnel and human resources

management problem.

From questionnaire investigation and using mathematical statistics to

ra

analysis,the author segment the market in Henan again to Zhoujiakou beef,clear out

the tai名et market and market positioning.According to the actual situation of the

enterprise and the marketing strategy combination theory, put forward the

suggestions on optimizing the marketing mix strategy and guarantee measures of

implementation to beef products of Z company,That is, constantly improve the

product system, develop high-end products and innovated products, creating the

famous brands to meet consumer psychology demand for high-end customers to

occupy the high-end market on the premise of ensuring product quality;According to

the long-term development stategy, making reasonable price structural system,

strengthen price management to the dealers, the establishment of company's pricing

archives;leading the sales channels model of fast consumer goods into native

products sales, pay attention to build electric and Micro message new marketing

channel etc.pay same attention to marketing and communication to establish a brand

consumption concept in the consumers . At the same time, the company also need to

pay attention to establish a sound marketing organization and scientific

management system, establish a professional and excellent sales team to ensure the

effective implementation of marketing strategy.

Keywords: marketing strategy marketing channel Leisure beef products

fast moving consumer

IV