文本描述
摘要
I
摘要
随着经济社会快速发展和人民生活方式转变,冰淇淋功能从昔日的防暑降温渐渐
转变成休闲享受,销售规律也从夏日集中营销渐渐转变成四季均衡营销,销售淡季和
旺季的差异正在模糊,市场容量明显增大,这标志着国内冰淇淋市场已进入全面竞争
阶段。SDML 食品公司的冰淇淋产品在营销策略方面存在产品开发能力不强、价格差
异性不足、销售渠道覆盖率不够、促销套路陈旧、品牌培育不持久等一系列问题。面
对日趋饱和、竞争激烈的冰淇淋消费市场,SDML 食品公司的营销理念亟待更新,营
销策略亟需优化。
本文旨在探索和完善符合冰淇淋产品市场化经营的新模式,理清消费者需求和市
场化经营模式的内在关系,运用营销策略理论对冰淇淋市场进行细致分析,设计消费
者调查问卷,对冰淇淋市场状况做深入调研。在此基础上,结合体验营销、品牌营销、
网络营销等创新理念,提出了 SDML 食品公司长久可持续发展的营销策略组合,着
重从产品开发策略、差异价格策略、分销渠道策略、冰淇淋促销策略和品牌培育策略
五个方面提出创新优化思路。同时,为了保障 SDML 食品公司营销策略能够顺利推
进,在保障措施方面也提供了有力支持,通过优化公司组织管理体系、改进激励考核
机制、加强对分销渠道的管理维护等措施,确保冰淇淋产品营销策略的贯彻落实。
经过分析,基本理清了顾客的消费行为特点、品牌偏好和忠诚度,深入挖掘了
SDML 食品公司现行营销策略及存在问题,并在此基础上,提出全新的冰淇淋产品营
销策略创新理念和优化措施,设计符合企业发展的营销策略组合及保障措施。通过对
SDML 食品公司冰淇淋产品营销策略的创新,将有助于推动企业长期、稳定地发展,
也为同类企业市场营销提供有益借鉴。
关键词:冰淇淋、营销策略、4Ps 理论山东理工大学硕士学位论文 ABSTRACT
II
ABSTRACT
Along with the rapid economic and social development and people&39;s life style changes,
ice cream function gradually from former cooling purposes into leisure enjoyment, law of
sales from summer concentrated marketing gradually into the four seasons is balanced, the
difference of sales off-season and busy season is fuzzy, market capacity are increased, it
marks the domestic ice cream market has entered a stage of all-round competition.The ice
cream products of SDML food company in the marketing strategy on the accuracy is not
high, Regional price difference is big, not easy to control the marketing channel, promotion
pattern, brand cultivation is not lasting and a series of problems. In the face of an
increasingly saturated, the competitive ice cream consumption market, SDML food
company, it is necessary to update the marketing concept,and the marketing strategy needs
to be optimized.
The purpose of this article is to explore and perfect the accord with the new mode of
ice cream products market management , sort out the consumer demand and market
operation mode of internal relations. On the basis of the theory of marketing strategy for a
detailed analysis of the ice cream market,Design consumer questionnaire and delve into
the ice cream market situation. On this basis, combining with the experience marketing,
brand marketing, network marketing innovative concept, put forward the SDML food
company marketing strategy combination of sustainable development for a long time.
Emphatically from the products on the group strategy, price strategy, distribution channel
strategy, ice cream and brand promotion strategy five aspects put forward innovative
cultivation strategies optimization idea. At the same time, to ensure its effective marketing
strategy to promote, SDML food company marketing strategy of security measures are put
forward, By optimizing the management system of the company, strengthening humanm
resources management, strengthen the management of distribution channel maintenance
measures, to ensure that the ice cream products marketing strategy implementation.
Through analysis of basic sorting out the customer&39;s consumer behavior
characteristics, brand preference and loyalty, dig the SDML food companies and existing
problems of the current marketing strategy, and on this basis, put forward a new ice cream
product marketing strategy innovation concept and optimization measures, design
conforms to the enterprise development marketing strategy combination and safeguard
measures. By SDML food ice cream company marketing strategy of product innovation,
and will help to promote enterprise long-term, steady development,also provide beneficial山东理工大学硕士学位论文 ABSTRACT
III
reference for the similar enterprise marketing.
key words:Ice Cream ; Marketing Strategy ; 4Ps Theory山东理工大学硕士学位论文 目录
IV
目 录
摘要................................................................................................................................ I
ABSTRACT..........................................................................................................................II
目 录..............................................................................................................................IV
第一章 绪 论..................................................................................................................1
1.1 研究背景及意义.....................................................................................................1
1.1.1 选题背景.......