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MBA硕士毕业论文_福里烘焙店的市场营销策略研究PDF

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内容简介
随着中国经济的崛起,中外文化的交融日益增多。以前只有在国外才能吃到的 面包,火腿等食品慢慢的摆上了消费者的餐桌,并潜移默化的改变着中国人的饮食 习惯。烘焙业,作为食品业新丁,最近几年保持着高速的发展,其市场增长速率远 超过食品工业其他成员。这样的行业给创业者带来了新的市场平台,带来了机遇和 挑战。 幸福里烘焙店是万千小微型企业中的一员。从2016年刚开业的30平的街边1 人店,到2019年的4人60平小规模的烘焙店。希望通过研究该店面对着复杂而动 态的市场环境以及众多的业内竞争对手,是如何进行营销充分定位分析的;营销方 面采取了哪些有效的方法;日常店铺是怎样运营的,并提炼总结出烘焙店的一些营销 策略,给予想进入烘焙行业的创业者一定的帮助参考。 本文采用理论和实际相结合的方法,实地调查法,文献分析法,研究了幸福里 烘焙店的营销策略。主要研究内容可分为五个部分:第一部分,绪论。首先介绍课 题研究的背景和意义;其次阐述课题研究的内容与方法;最后对课题研究的技术路 线进行了提炼和总结。第二部分,研究的理论基础,主要对市场营销理论、营销组 合理论、STP营销理论,以及PEST分析法、五力模型分析法、SWOT分析法等相 关分析工具进行了深入分析。第三部分,幸福里烘焙店营销环境及营销机会分析, 首先利用PEST分析法对宏观发展环境进行了分析,然后利用五力模型分析了烘焙 产品面临的营销环境。并通过对营销机会分析,进一步的调查分析了烘焙产品的消 费者喜好,然后利用SWOT分析法,分析了公司内外部的优势与劣势,外部机遇与 威胁。第四部分,幸福里烘焙店的营销策略制定与实施,利用STP分析法,进行了 市场细分、目标市场选择和市场定位,进而确定了幸福里烘焙店4P营销策略组合。 第五部分,研究结论与展望。 本文通过总结烘焙食品行业中的一个普通烘焙店市场营销活动中的实际操作, 提供了从行业现状调查分析,到行业内营销机会发掘,确定创业企业的市场定位, 形成完整的市场营销战略体系的一整套方法。 关键词:市场营销;营销战略;烘焙店 2 Abstract WiththeriseofChina'seconomy,theblendingofChineseandforeignculturesis increasing.Inthepast,bread,hamandotherfoodsthatcouldonlybeeatenabroadslowly putonthetableofthecommonpeople,andimperceptiblychangedtheeatinghabitsofthe Chinesepeople.Bakingindustry,asanewfoodindustry,hasmaintainedarapid developmentinrecentyears,anditsmarketgrowthrateismuchfasterthanthatofother membersofthefoodindustry.Suchindustrieshavebroughtnewmarketplatforms, opportunitiesandchallengestoentrepreneurs. IwitnessedthegrowthofXingfulibakingshop,whichrepresentsoneofthousands ofsmallandmicroenterprises,fromthe30PingStreetstorejustopenedin2016tothe 4-person60Pingsmall-scalebakeryin2019.andwithcuriosity,conductedan investigationintotheshop.Ihopetoknowhowthestorefullypositioneditsmarketingin thefaceofcomplexanddynamicmarketenvironmentandnumerouscompetitorsinthe industry.Whateffectivemethodshavebeenadoptedinmarketing?Howtooperate?And summarizysomemarketingstrategiesofbakery,givesomehelptoentrepreneurswho wanttoenterthebakeryindustry. Inthispaper,themarketingstrategyofXingfuliisstudiedbycombiningtheorywith practice,throughliteratureresearchandinvestigationandresearch.Themainresearch contentscanbedividedintofiveparts:thefirstpart,introduction.Firstly,thebackground andsignificanceoftheresearchareintroduced;secondly,thecontentsandmethodsofthe researchareelaborated;finally,thetechnicalrouteoftheresearchisrefinedand summarized.Thesecondpart,thetheoreticalbasisofthestudy,mainlyonthemarketing theory,marketingmixtheory,STPmarketingtheory,aswellasPESTanalysis,five-force modelanalysis,SWOTanalysisandotherrelatedanalysistoolsin-depthanalysis.The thirdpartistheanalysisofmarketingenvironmentandopportunitiesofXingfuli.Firstly, PESTanalysismethodisusedtoanalyzethemacro-developmentenvironment.Then, five-forcemodelisusedtoanalyzethecompetitiveenvironmentofagriculturalproducts exportindustry,andtofindoutthemarketingenvironmentofbakingproducts.The analysisofmarketingopportunitiesofXingfuli.Theconsumers'preferencesofbaking productareinvestigatedandanalyzedbygoodmarketanalysis.Thentheadvantagesand disadvantages,externalopportunitiesandthreatsofthecompanyareanalyzedbySWOT analysismethod.Thefourthpart,Xingfulimarketingstrategydesign,usingSTPanalysis method,carriesoutmarketsegmentation,targetmarketselectionandmarketpositioning, andthendeterminesXingfuli4Pmarketingstrategycombination.Thefifthpart,research conclusionsandprospects. Thispapersummarizestheactualoperationofasmallstart-upenterpriseinthe 3 bakingfoodindustryinmarketingactivities,andprovidesasetofmethodsfromthe investigationandanalysisofthecurrentsituationoftheindustrytotheexplorationof marketingopportunitiesintheindustry,todeterminethemarketpositioningofthe start-upenterprise,andtoformacompletemarketingstrategysystem.. Keywords:MarketingManagement;Marketingstrategy;Bakeryshop. 4 目录 第1章绪论................................................................................................................7 1.1研究背景.........................................................................................................7 1.2研究的目的和意义.........................................................................................8 1.3国内外研究综述.............................................................................................7 1.3.1国外研究综述..............................................................................................7 1.3.2国内文献综述...........................................................................................10 1.4研究内容.......................................................................................................12 1.5研究方法.......................................................................................................12 第2章相关理论概述................................................................................................13 2.1市场营销理论................................................................................................13 2.1.1营销策略理论.....................................................................................13 2.1.2营销组合理论.....................................................................................13 2.2相关理论工具................................................................................................15 2.2.1PEST分析法.....................................................................................155 2.2.2五力模型分析法.................................................................................15 2.2.3STP分析法.......................................................................................166 第3章烘焙食品营销环境和机会分析....................................................................18 3.1宏观环境分析................................................................................................18 3.1.1政治法律环境分析............................................................................18 3.1.2经济环境分析....................................................................................19 3.1.3社会文化环境分析............................................................................22 3.1.4技术环境分析....................................................................................22 3.2行业环境分析................................................................................................23 3.2.1潜在进入者的威胁............................................................................23 3.2.2替代品的威胁....................................................................................24 3.2.3行业内现有竞争者............................................................................25 3.2.4供方议价能力....................................................................................25 5 3.2.5买方议价能力....................................................................................25 3.3市场需求预测分析........................................................................................25 3.3.1调查的设计和实施............................................................................25 3.4SWOT分析......................................................................................................31 3.4.1优势(Strength)............................................................................31 3.4.2劣势(Weakness................................................................................31 3.4.3机遇(Opportunity)......................................................................31 3.4.4威胁(Threaten)............................................................................32 第4章营销战略的制定与实施................................................................................33 4.1幸福里烘焙店的STP分析...........................................................................33 4.1.1市场细分............................................................................................33 4.1.2目标市场选择..................................................................................366 4.1.3目标市场定位....................................................................................37 4.2产品策略.......................................................................................................39 4.2.1产品属性研究....................................................................................39 4.2.2产品品牌策略....................................................................................40 4.2.3产品包装策略....................................................................................40 4.3定价策略.......................................................................................................41 4.3.1撇脂定价策略....................................................................................41 4.3.2渗透定价策略....................................................................................41 4.3.3差异化定价策略................................................................................42 4.3.4产品组合定价策略............................................................................43 4.4销售渠道策略...............................................................................................43 4.5促销组合策略...............................................................................................44 4.5.1促销组合工具特征分析....................................................................45 4.5.2公司产品促销组合策略....................................................................45 第5章研究结论和展望............................................................................................47 5.1研究结论.......................................................................................................47 6 5.2研究展望.....................................................................................................488