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西安建筑科技大学硕士学位论文
AE公司印度尼西亚冰激凌市场营销策略
专业：工商管理
硕 士 生：王嘉成
指导教师：占绍文 教授
摘要
AE公司致力于为世界冰激凌消费者带来高品质服务的公司，公司重点追求冰
激凌的口味、口碑、时尚等方面。AE公司在2016年开始深入拓展东南亚冰淇淋市
场，印度尼西亚的市场AE公司战略发展的重中之重
本论文以AE公司印度尼西亚冰激凌市场营销研究为题，通过对行业现状进行
了分析，讲述了研究内容、研究方法和技术路线。本论文包含了对印尼冰激凌市
场做了概况分析，主要包括宏观环境分析、消费者消费分析以及销售渠道发展分
析。论文也对公司情况作了全面的分析，展开论述了公司的优势和劣势。但是仅
仅对基本市场情况的研究远远不能够满足公司决策的需要，所以做了市场调研分
析。在调研中首先对问卷进行了详细地设计，获得调研问卷后对调研数据做了详
细的整理和分析，重点分析了消费者的行为、消费者偏好、市场预测等情况和印
尼冰激凌其它品牌的发展情况。最后给出了企业进驻印尼冰激凌市场的建议
本论文通过对公司内部情况和外部市场情况的研究分析，企业完成了对印尼
冰激凌市场的全面认识，为AE公司市场开拓和决策提供了数据支撑。本论文也比
较系统全面地总结了市场的营销策略，同时也希望本论文为从事冰激凌行业的企
业营销策略的制定提供参考借鉴
关键词：冰激凌；印度尼西亚；市场营销环境；市场营销策略
西安建筑科技大学硕士学位论文
The marketing strategy on ice cream of AE in Indonesia
Abstract
Specialty:MBA
Name: Wang Jiacheng
Instructor: Professor Zhan Shaowen
AE Group Holdings Pte.Ltd. aims to bring high quality services to the world's ice
cream consumers, focuses on the taste, word-of-mouth, and fashion of ice cream. AE
Group Holdings Pte.Ltd. began to expand the ice cream market in Southeast Asia in
2016. The market in Indonesia is the most important strategic development of AE
company. This topic is the author is commissioned by the AE snow company to launch
the market research work.
Based on the research of Indonesia ice cream market, this paper analyzes the
current situation of the project, and describes the research contents, research methods
and technology roadmap. This topic includes a general analysis of the Indonesian ice
cream market, including macro environment analysis, consumer consumption analysis
and sales channel development analysis. The paper also makes a comprehensive
analysis of the company's situation and discusses the advantages and disadvantages of
the company. But only the research on the basic market situation is far from the need of
the company's decision making, so it has done the market research and analysis. In the
research, we first designed the questionnaire in detail, and got the questionnaire after
finishing the questionnaire. We made a detailed analysis of the survey data, and focused
on the consumption of consumers and the development of Indonesian ice cream brand.
At the end of the paper, the proposal of the company's entry into the Indonesian ice
cream market is given.
In this paper, through the analysis of the internal and external market situation of
the company, the enterprise completed the comprehensive understanding and analysis of
the Indonesian ice cream market, and provided data support for the market development
and leadership decision of AE company. This paper also summarizes the marketing
strategy of the market in a systematic and comprehensive way, and also hopes that this
西安建筑科技大学硕士学位论文
paper will provide reference for the formulation of the marketing strategy of the ice
cream industry.
Key Words: ice cream; Indonesia; marketing environment; marketing strategy。