Abstract
II
Abstract
With the rapid development of the economy, people's living standards are
constantly improving and consumers 'health requirements are higher and higher, so
that small packaging edible oil market in China began to develop. At present our
country edible oil development momentum is good, but the prospect is worrying,
most edible oil enterprises do not pay much attention to enterprise brand construction,
product homogenization competition is serious, marketing activities lack long-term
planning, blindness is stronger. It is an urgent problem for most edible oil enterprises
to make a scientific and reasonable marketing plan. Yunnan Jinhuifeng Oil Co., Ltd.
is a manufacturer of processed edible oil. How to make effective marketing strategy
in the face of the current fierce market competition has become an urgent issue.
Based on the research method of combining theory and practice, this paper selects
Yunnan Jinhuifeng Oil Co., Ltd. as the research object. First, it makes full market
research to Yunnan Jinhuifeng Oil Co., Ltd. Market segmentation and positioning of
the company, so as to put forward a set of marketing strategy, from product strategy,
price strategy, channel strategy, marketing strategy four aspects integration marketing
strategy, by improving personnel training and marketing team building, establishing
sound pay management and incentive mechanism, fostering corporate culture to
enhance corporate cohesion and other safeguard measures, using advanced media to
promote and market products. Formulate marketing combination strategy, cause
consumer purchase desire, promote benign competition of edible oil enterprise.
Based on the analysis of marketing environment of Yunnan Jinhuifeng Oil Co.,
Ltd. this paper finds out the problems and analyzes the problems, and finally
systematically constructs the marketing strategy of the products of the company.
Key words
: Jinhuifeng company, environmental analysis, market segmentation
and positioning, marketing strategy.
目 录
IV
目 录
第一章 绪论.........1
第一节 研究的背景...........1
第二节 研究目的和意义.......3
一、研究的理论意义..........3
二、研究的实践意义..........3
第三节 研究方法和内容.......4
一、研究方法...4
二、研究内容与技术路线......4
第二章 相关理论基础及文献综述..........6
第一节 市场环境分析理论.....6
一、 SWOT分析模型..........6
二、PEST分析..8
三、波特五力模型...........9
第二节市场细分与定位理论..9
第三节 4Ps理论.10
一、产品策略..11
二、价格策略..11
三、营销渠道策略..........11
四、促销策略..13
第四节国内外研究现状.....13
一、国外研究现状..........13
二、国内研究现状..........14
第三章 云南金汇丰油脂有限公司的市场环境分析....15
第一节 宏观环境分析........15
一、政治环境分析..........15
二、经济环境分析..........15
目 录
V
三、社会文化环境分析.......16
四、技术环境分析..........17
第二节五力竞争模型分析...18
一、现有竞争对手分析....18
二、新进入者的威胁......20
三、供方议价能力........21
四、买方议价能力........22
五、替代产品22
第三节SWOT分析...........22
一、竞争优势22
二、竞争劣势23
三、主要威胁24
四、机会....24
第四章云南金汇丰油脂有限公司食用油市场细分与定位........27
第一节市场细分研究.......27
一、消费者市场细分......27
二、目标产品市场细分....28
第二节目标市场研究.......30
一、目标市场选择的理论依据..........30
二、目标市场选择—市场专业化........32
三、市场定位研究........32
第五章 云南金汇丰油脂有限公司营销策略制定.......34
第一节制定云南金汇丰油脂有限公司营销策略的原则和目标.........34
一、制定原则34
二、制定目标35
第二节营销组合策略.......36
一、产品策略36
二、价格策略39
三、渠道策略43
目 录
VI
四、促销策略..46
第三节营销组合策略实施保障措施.......48
一、完善人才培养与营销团队建设...........48
二、建立健全薪酬管理与激励机制...........48
三、培育企业文化，提高企业的凝聚力.......49
第六章结论与展望..........50
第一节 研究结论50
第二节研究展望...........51
参考文献.........52