I BG 乳品公司促销策略研究 摘要 促销是企业营销者发布刺激消费者产生购买欲望和购买行为 的有效产品信息。目前，由于我国乳品企业的盲目扩张，促销成 为各乳品品牌扩大市场份额的重要手段，因此促销手段是否有效 对乳品企业来说至关重要，本文基于对企业促销和消费者行为相 关理论的研究，就促销对企业的重要性进行研究，探究区域性乳 品企业促销对消费者购买行为的影响。 本文以山东省 BG 乳品公司为研究对象，结合 BG 乳品公司实 际乳品促销情况，从消费者角度对企业促销手段的认知和接受程 度为出发点进行研究。 本文的研究主线如下：理论框架上基于企 业促销策略和消费者行为相关文献研究，提出乳品企业促销策略 概念框架。以相关理论概述为指导，对 BG 乳品公司的发展现状 和促销情况进行研究整理。在方法上采取组合量表形式设计调查 问卷，并对调查问卷的可行性进行预测和验证。通过 SWOT 分析 对影响 BG 乳品公司发展的内部因素和外部因素进行了分析整理， 找出了公司目前面临的机会、威胁、优势和劣势。应用回归分析 和相关性分析法构建企业促销对消费者行为影响的数据分析模 型，对影响消费者行为的企业和产品等主要因素进行分析识别， 以分析数据为参考，结合 BG 乳品企业不同阶段的促销产品和促 销目标对当前促销策略进行完善提升。东华大学工商管理硕士学位论文 II 本文主要研究结论包括： ⑴探究 BG 乳品公司现行经营战略，并对促销策略存在的问 题进行分析。 通过 SWOT 分析找出了 BG 乳品公司目前经营战略，并以此 为基础，对 BG 乳品公司目前促销策略现状及促销存在问题进行 分析整理。 ⑵分析影响消费者乳品购买行为的主要因素 通过对消费者进行问卷调查的方式进行数据收集，对相关数 据进行分析，通过回归分析发现乳品质量、促销形式及乳品品牌 满意度是影响消费者在促销活动中乳制品购买行为的主要因素。 ⑶以分析结果为指导，对 BG 乳品公司促销策略进行完善。 根据数据分析结果，发现不同类型的消费者对促销手段的接 受能力也不一样，对 BG 乳品公司来说要想在竞争激烈的乳品市 场脱颖而出，在保证产品质量的前提下，通过新颖的促销手段和 产品品牌影响力来引导消费者消费行为，扩大品牌忠诚客户群。 本论文研究的创新点在于通过问卷调查，分析出影响 BG 乳 品公司促销活动的相关因素，重点从企业和消费者两方面角度进 行科学论证，继而提出完善对策，提升促销效果。 通过本次论文研究，希望能把所学的相关理论知识运用到 BG 乳品企业促销实践中去，希望能对 BG 乳品公司的促销活动提供 一定的参考和现实指导意义。 关键词：乳品行业；消费者行为；促销策略ABSTRACT III RESEARCH ON BG DAIRY COMPANY'S PROMOTION STRATEGY ABSTRACT Promotion is an effective product information released by enterprise marketers to stimulate consumers' purchase desire and purchase behavior.At present, due to the blind expansion of dairy enterprises in China, dairy brand promotion become the important means to expand market share, so the promotion is effective is essential for dairy enterprises, this article is based on the study of enterprise marketing and consumer behavior related theory, the research regarding the promotion to the importance of enterprise, to explore the regional dairy enterprises promotion effects on consumer purchase behavior. This paper takes BG dairy company in shandong province as the research object, combines with the actual dairy promotion situation of BG dairy company, and studies the cognition and acceptance degree of enterprise promotion means from the perspective of consumers.The main line of this paper is as follows: on the theoretical framework, based on the literature research on corporate promotion strategy and consumer behavior, the conceptual framework of dairy enterprise promotion strategy is proposed.Under the guidance of relevant theories, this paper studies and sorts out the development status and promotion situation of BG dairy company.The questionnaire was designed in the form of combined scale and its feasibility was predicted and verified.SWOT analysis is used to analyze the marketing environment of the company and find out the opportunities, threats, advantages and disadvantages of the company's development.Application of regression analysis and correlation analysis method of building enterprise promotion effect on consumer behavior data analysis model, the main factors influencing consumer behavior of enterprises and products were analyzed to identify, to analyze the data for reference, combining with BG dairy companies at东华大学工商管理硕士学位论文 IV different stages of promotional products promotion and objectives for the current marketing strategy to improve the ascension.The innovative point of this paper is to further analyze the relevant factors affecting the promotion activities of BG dairy company through questionnaire survey, and then put forward perfect countermeasures, so as to promote the smooth progress of the promotion activities of dairy company and enhance the promotion effect. The main research contents of this paper include: (1) Explore the current business strategy of BG dairy products company, and analyze the problems existing in the promotion strategy. Through SWOT analysis, we find out the current business strategy of BG dairy company. On this basis, we analyze and sort out the current situation of BG dairy company's promotion strategy and existing problems. ⑵The essay analyzes the main factors that influence consumers' dairy buying behavior By means of questionnaire survey, data were collected and relevant data were analyzed. Through regression analysis, it was found that the quality of dairy products, promotion forms and satisfaction with dairy brands were the main factors for marketing consumers to purchase dairy products. (3) Taking the analysis results as the guide, we are making improvement on BG dairy company's promotion strategy. According to the results of data analysis, it is found that different types of consumers have different acceptability of promotional means. For BG dairy company to stand out in the competitive dairy market, it is necessary to innovate in promotional means.On the premise of ensuring the quality of products, new promotion methods and product brand influence are adopted to guide consumers' consumption behavior and expand the loyal customer base of the brand. The innovation of this paper lies in the questionnaire survey, which further analyzes the relevant factors affecting the sales promotion of BG dairy company, and then puts forward the improvement countermeasures, so as to promote the smooth progress of the sales promotion of dairy company and improve the salesABSTRACT V promotion effect. Through the research of this paper, I hope to combine the knowledge I have learned with the sales promotion practice of BG dairy enterprises, so as to provide some practical guidance for BG dairy company's marketing practice. Niu Meng (Enterpriense Management) Supervised by Yu Jun ying KEY WORD: The dairy industry；Consumer Behavior; Promotion Strategy ;目录 I 目 录 摘要...................................................................................................................... I ABSTRACT...........................................................................................................III 第 1 章 绪论............................................................................................................1 1.1 研究背景及意义........................................................................................1 1.2 主要研究的内容........................................................................................3 1.3 研究方法及研究路线................................................................................4 第 2 章 相关理论基础及文献综述........................................................................7 2.1 促销理论...................................................................................................7 2.2 消费者行为研究.......................................................................................9 2.3 有效促销和消费者购买行为研究.........................................................11 2.4 本章小结..................................................................................................12 第 3 章 BG 乳品公司促销现状...........................................................................13 3.1 BG 乳品公司概括...................................................................................13 3.2 BG 乳品公司 SWOT 分析......................................................................17 3.3 BG 乳品公司促销现状和问题分析.......................................................23 3.4 本章小结.................................................................................................26 第 4 章 BG 乳品公司消费者需求、促销评价和满意度调查分析...................27 4.1 BG 乳品公司市场调查...........................................................................27 4.2 调研实施结果分析.................................................................................28 4.3 促销对顾客忠诚度满意度分析.............................................................33 4.4 影响消费者行为的相关因素分析.........................................................37 4.5 实证分析的结果.....................................................................................41 4.6 乳品品牌满意度回归分析.....................................................................43 4.7 本章小结.................................................................................................44东华大学工商管理硕士学位论文 II 第 5 章 BG 乳品公司目标与促销策略建议.......................................................47 5.1 BG 乳品公司促销目标细分及品牌差异化竞争分析...........................47 5.2 促销对消费者和企业的影响分析.........................................................49 5.3 促销目标分析及价格定位.....................................................................51 5.4 BG 促销策略优化完善...........................................................................54 5.5 本章小结.................................................................................................57 第 6 章 研究结论与展望......................................................................................59