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MBA毕业论文_G公司短保预包装蛋糕营销策略研究DOC

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随着中国经济的快速增长,我国烘焙产业从 20 世纪末开始呈现迅猛发展趋势。人 民生活水平的逐步提高,消费观念随之多元化,为满足消费者对烘焙产品多样性需求, 烘焙企业推陈出新,短保质期(简称,短保)预包装烘焙产品由此诞生,需求也日益提 升。烘焙企业常规的营销策略已无法满足短保预包装产品发展需求。因此,研究短保预 包装烘焙企业采取什么样的营销战略和策略,满足消费者需求及面对激烈的市场竞争, 对烘焙企业多元化发展产品如何提高核心竞争力,具有重要借鉴意义。 本文将以 G 公司短保预包装蛋糕产品作为研究对象,首先通过国内外文献研究,了 解短保预包装蛋糕营销情况,并阐述该类蛋糕的营销战略和策略的运用情况。其次,通 过行业环境分析、竞争环境分析和消费者需求分析论证短保蛋糕市场容量巨大,推断行 业发展趋势。第三,通过 STP、4P 及 SWOT 分析法,对 G 公司的营销现状进行了分析。 同时开展了定性调研和定量调研,收集消费者购买行为相关数据,辅以进行论证,找出 G 公司营销策略的存在的问题,然后进行问题成因分析,并找出符合企业现状的解决办 法。最终为 G 公司提供一个符合消费者需求的营销策略。 关键词,G 公司;短保预包装蛋糕;营销策略II Abstract With the rapid growth of China's economy, China's baking industry began to show a rapid development trend from the end of the 20th century. With the gradual improvement of people's living standards and the diversification of consumption concepts, in order to meet the diversified needs of consumers for baking products, baking enterprises bring forth the new through the old, short shelf life (referred to as short shelf life) pre-packaged baking products are born, and the demand is also increasing. Conventional marketing strategies of baking enterprises have been unable to meet the development needs of short-term pre-packaged products. Therefore, it is of great significance for baking enterprises to study what marketing strategies and strategies they adopt to meet the needs of consumers and the fierce market competition, and how to improve their core competitiveness by diversified product development. This paper will take G company's short-term pre-packaged cake products as the research object. Firstly, through domestic and foreign literature research, we will understand the marketing situation of short-term pre-packaged cake, and elaborate the marketing strategy and strategy application of this kind of cake. Secondly, through industry environment analysis, competition environment analysis and consumer demand analysis, the paper demonstrates that the market capacity of short-term cake is huge, and infers the development trend of the industry. Thirdly, through STP, 4P and SWOT analysis, the marketing status of G company is analyzed. At the same time, qualitative and quantitative research was carried out to collect relevant data on consumer purchasing behavior, supported by demonstration, to find out the problems of G company's marketing strategy, and then to analyze the causes of the problems, and to find out the solutions in line with the current situation of the enterprise. Finally, it provides G company with a marketing strategy that meets the needs of consumers. Key words: G company; Short shelf life pre-packaged cake; Marketing strategyIII 目 录 摘要...........................................................................................................................................I Abstract ..................................................................................................................................... II 图表清单..................................................................................................................................VI 第一章 绪论..............................................................................................................................1 1.1 研究背景与意义 .............................................................................................................. 1 1.1.1 研究背景................................................................................................................... 1 1.1.2 研究意义................................................................................................................... 2 1.2 文献综述与理论基础 ...................................................................................................... 2 1.2.1 国内外文献综述....................................................................................................... 2 1.2.2 相关理论基础............................................................................................................ 5 1.3 研究方法与内容.............................................................................................................. 6 1.3.1 研究方法................................................................................................................... 6 1.3.2 论文内容................................................................................................................... 6 第二章 G公司概况及营销现状...............................................................................................8 2.1 G公司介绍........................................................................................................................ 8 2.1.1 公司历史及产品....................................................................................................... 8 2.1.2 公司组织架构........................................................................................................... 9 2.1.3 公司产品管理制度................................................................................................... 9 2.2 短保预包装蛋糕介绍.................................................................................................... 10 2.2.1 短保预包装蛋糕产品介绍...................................................................................... 10 2.2.2 短保预包装蛋糕业绩介绍...................................................................................... 11 2.3 短保预包装蛋糕营销现状............................................................................................ 12 2.3.1 营销战略现状......................................................................................................... 12 2.3.2 营销策略现状......................................................................................................... 13 2.4 本章小结........................................................................................................................ 16 第三章 G公司营销环境分析.................................................................................................17 3.1 G公司宏观环境分析...................................................................................................... 17 3.1.1 政治与法律环境分析............................................................................................. 17IV 3.1.2 经济环境分析......................................................................................................... 17 3.1.3 社会文化环境分析................................................................................................. 19 3.1.4 技术环境分析......................................................................................................... 19 3.2 G公司竞争环境分析...................................................................................................... 19 3.2.1 潜在进入短保预包装蛋糕行业的企业................................................................. 19 3.2.2 现有短保预包装蛋糕企业的竞争力..................................................................... 20 3.2.3 短保预包装蛋糕替代品的威胁............................................................................. 21 3.2.4 原料供应商的议价能力......................................................................................... 22 3.2.5 用户的议价能力..................................................................................................... 22 3.3 短保预包装蛋糕需求分析............................................................................................ 22 3.3.1 社会需求分析......................................................................................................... 22 3.3.2 消费者需求分析...................................................................................................... 23 3.4 G公司的SWOT分析 ...................................................................................................... 28 3.4.1 优势分析(S)....................................................................................................... 28 3.4.2 劣势分析(W) ..................................................................................................... 29 3.4.3 机会分析(0)....................................................................................................... 30 3.4.4 劣势分析(T) ...................................................................................................... 30 3.4.5 SWOT矩阵分析....................................................................................................... 30 3.5 本章小结........................................................................................................................ 31 第四章 G公司短保预包装蛋糕营销问题分析.....................................................................32 4.1 营销战略问题分析........................................................................................................ 32 4.1.1 市场细分没有满足消费者心理需求..................................................................... 32 4.1.2 目标市场过于狭窄................................................................................................. 32 4.1.3 市场定位不够准确................................................................................................. 33 4.2 产品策略问题分析........................................................................................................ 33 4.2.1 产品固化与市场需求脱节..................................................................................... 33 4.2.2 产品包装没有特色难以吸引消费者..................................................................... 34 4.3 价格策略问题分析,没有充分考虑应对竞品需要.................................................... 34 4.4 渠道策略问题分析........................................................................................................ 34 4.4.1 渠道布局没有跟上市场发展需求......................................................................... 34V 4.4.2 渠道发展被动涣散,缺乏规划............................................................................. 35 4.5 促销策略问题分析........................................................................................................ 35 4.5.1 促销方向散乱......................................................................................................... 35 4.5.2 促销手段传统难以对焦目标消费者..................................................................... 35 4.6 本章小结........................................................................................................................ 35 第五章 营销战略和营销策略改进建议................................................................................36 5.1 营销战略改进建议........................................................................................................ 36 5.1.1 市场细分增加心理因素......................................................................................... 36 5.1.2 目标市场扩大到广东省周边重点城市................................................................. 37 5.1.3 G品牌短保预包装蛋糕重新市场定位 ................................................................... 38 5.2 产品策略改进建议........................................................................................................ 39 5.2.1 开发国产风的粗粮蛋糕与竞品差异化................................................................. 39 5.2.2 调整包装设计让包装赋予情感............................................................................. 40 5.3 价格策略改进建议,增加促销定价策略.................................................................... 41 5.4 渠道策略改进建议........................................................................................................ 43 5.4.1 增加电商渠道......................................................................................................... 43 5.4.2 加强铺货力度并突出重点渠道............................................................................. 44 5.5 促销策略建议................................................................................................................ 45 5.5.1 整合蛋糕品类形象并聚焦推广............................................................................. 45 5.5.2 加强数字营销推广................................................................................................. 46 5.6 本章小结........................................................................................................................ 47 结 论........................................................................................................................................48