- I - 摘要 随着互联网的发展，网络的影响已经渗透到社会生产和人类生活的方方面面， 从衣食住行到社交活动都更加依赖网络技术，新技术发展和 广泛应用促使企业在品 牌推广和市场营销活动中，与时俱进，紧跟潮流。为了更好的迎合消费者喜好，满 足顾客需求为导向的市场营销变得至关重要。本文以海洋食品有限公司 为例，通过 宏观环境、行业环境和自身资源的分析，设计出新的营销策略优化方案和并提出方 案实施的保障措施，使其在众多的同质化竞争中脱颖而出，迅速抓住消费者的眼球 ， 提高市场占有率和竞争力。 首先, 本文分析了作者选题背景，介绍了市场营销和食品营销的国内外现状， 阐述了市场营销发展的阶段及特点，应用的基本理论，为营销策略的 优化实施提供 理论基础和方法支持。 其次，利用PEST和波特五种竞争力模型理论分析海洋公司宏观环境和行业竞 争环境，采用SWOT分析法对海洋公司优势、劣势、机会和威胁等 进行分析，对企 业现有资源和营销现状进行阐述。 再次，基于以上分析，笔者进行了消费者对于罐装食品的调查问卷，在此基础 上对海洋公司进行市场细分、目标市场选择及市 场定位，从产品、价格、顾客、渠 道等方面提出优化后的营销策略组合和实施方法，为公司的新营销提供解决方案。 最后，为了确保优化后的方案设计能够发挥其最大功效，从 五个维度提出企业 应采取的保障措施，主要包括优化企业内部管理、加强营销团队建设、扩大研发投 入、创建信息管理系统以及加强消费者教育五个方面。 关键词：食品；互联 网+；市场营销；营销策略 燕山大学工商管理硕士学位论文 - II - ABSTRACT With the development of the Internet and the increasing influence of mobile Internet, the decisions of consumers have become more dependent on the Internet. Brand promotion and product marketing will be further accelerated through new technologies such as the Internet, and new models will be established. In this paper, Ocean Food Co., Ltd is chosen, it puts forward the new combination of marketing strategies and implementation measures through analyzing external environment，competition environment and internal resources，in order to stand out in numerous competition homogeneity product and seize the consumer's eye quickly, improve market share and competitiveness. Firstly, it analyzes the situation of domestic and foreign marketing and food marketing, the development course of marketing management and the basic theory in this paper, it provides the theory and method support for analysis and optimization of marketing strategy. Secondly, using the theory of PEST and porter's five competitive model, it introduces the macro environment and industry competition environment which company are faced, and using SWOT method the company’s strengths and weakness, opportunities and threat, current resources and marketing situation are analyzed, Again, the author conducts a questionnaire survey of customers on canned food, based on the above analysis, the author makes re-segmentation, re-targeting and re-positioning of market, and puts forward the optimized marketing mix strategy and implementation method, provide the solution for the company's new marketing. Finally, in order to guarantee the optimized marketing strategy to exert its function, it introduces implementation safeguard measures, including optimization of internal management, strengthening marketing team building, enhancing R&D ability, creating information management system and popularizing canned food knowledge. Keywords: food; Internet +; marketing; marketing strategy 目 录 - III - 目 录 摘要 ............................................................................................................................... I ABSTRACT ..................................................................................................................... II 第1章 绪 论 ................................................................................................................. 1 1.1选题背景及研究意义 ............................................................................................ 1 1.1.1选题背景 .......................................................................................................... 1 1.1.2研究意义 .......................................................................................................... 2 1.2 国内外研究现状 ................................................................................................... 3 1.2.1国外研究现状 .................................................................................................. 3 1.2.2国内研究现状 .................................................................................................. 5 1.3 研究内容与研究方法 ........................................................................................... 6 1.3.1研究内容 .......................................................................................................... 6 1.3.2研究方法 .......................................................................................................... 8 第2章 市场营销相关基本理论 ..................................................................................... 9 2.1 市场营销发展史 ................................................................................................... 9 2.1.1市场营销的概念 .............................................................................................. 9 2.1.2市场营销的发展阶段和特点 .......................................................................... 9 2.2 市场营销相关理论 ............................................................................................. 10 2.2.1 4P营销理论 ................................................................................................... 10 2.2.2 STP战略 ........................................................................................................ 10 2.2.3波特五力分析模型 ........................................................................................ 11 2.2.4 PEST分析法 .................................................................................................. 12 2.2.5 SWOT分析法 ................................................................................................ 13 2.3 本章小结 ............................................................................................................. 14 第3章 海洋食品公司的营销环境分析 ....................................................................... 15 3.1 宏观环境分析 .................................................................................................... 15 3.1.1政治环境 ........................................................................................................ 15 3.1.2经济环境 ........................................................................................................ 16 3.1.3社会环境 ........................................................................................................ 17 3.1.4科技环境 ........................................................................................................ 17 3.2 行业环境分析 ..................................................................................................... 18 3.2.1同行业主要竞争者分析 ................................................................................ 18 3.2.2购买者讨价还价能力 .................................................................................... 19 燕山大学工商管理硕士学位论文 - IV - 3.2.3替代品分析 .................................................................................................... 19 3.2.4潜在进入者分析 ............................................................................................ 19 3.2.5供应商讨价还价能力分析 ............................................................................ 20 3.3内部环境分析 ...................................................................................................... 20 3.3.1基本情况介绍 ................................................................................................ 20 3.3.2公司品牌资源 ................................................................