本文主要通过使用4Ps方法研究了 YNTT公司冷链项目的营销策略。首先

介绍了 YNTT公司冷链项目的一些具体情况,从项目的投资方、建设的具体地

点,项目的一期、二期和三期的工程进度等作了相关说明。然后采用了 4C的营

销策略方法诠释了项目需要注意的关键性因素和在招商过程该注意的步骤和细

节,用SWOT的分析方法分析了冷链项目在中国经济的宏观环境的角色,得出

冷链物流在中国有很大的潜力,冷链项目的投资是值得尝试的,同时也分析了

YNTT公司冷链项目在云南地区的内部优势和劣势以及外部机会和威胁,提出要

避免外部威胁抓住冷链市场不断发展壮大的机会。

然后利用4C的营销知识做市场调查最终得出调查结果,云南省会昆明地区

从事冷链行业的人群主要是男性,年龄段都在45岁以下,从业人员的学历大部

分是初、高中毕业,整体素质比较低,大部分从业人员的从业时间都在3年以上。

综上一些情况,冷链项目要发展的又快又好,提高行业的整体素质非常重要,人

才的引进和培养是一个突出的和亟需重视的问题。

最后是关于冷链项目的营销策略内容,营销策略的前期主要采用了 4Ps的方

法从产品、价格、渠道、促销这四个方面着手营销策略的方案和整体思路。提出

产品设计要顾及到系统化冷链、引进HACCP认证体系、电商冷链等。关于冷链

项目的价格策略有中三种定价策略。渠道选择有农超对接和电子商务等渠道。促

销手段包括传统的促销方式和现代科技结合的促销方式。

最终通过4Ps为YNTT公司冷链项目的营销策略提供一种思路和意见,同

样也为其他地区的冷链项目的营销策略提供一种参考的模式。

关键词:4Ps冷链定位营销策略

昆明理工大学硕士毕业论文
YNTT公司冷链项目营销策略研究

Abstract

In this paper, we use 4Ps method to investigate the YNTT cold chain project

marketing planning. Firstly, we introduced some details of YNTT cold chain project,

from project investment side, the specific location, construction project a two period

and three period project schedule etc..Then using the 4C marketing planning method

to explain the project need to pay attention to the key factors and in steps and details

of the attention of the investment process,using the SWOT analysis method analysis

of the cold chain project in the macro environment Chinese economic role, that of

cold chain logistics has great potential in Chinese, cold chain project investment is

worth a try, but also analysis of YNTT cold chain project in the Yunnan area of the

internal strengths and weaknesses and external opportunities and threats, put forward

to want to avoid external threats catch cold chain market growing opportunity.

The use of 4C marketing knowledge to do market research finally concludes that

the survey results of people in cold chain industry in Yunnan the capital of Kunming

is the main area of the male, age below 45 years old,most education practitioners is

junior high school graduation, the overall quality is relatively low,mostly from the

industry members are more than 3 years. In some cases,cold chain to develop well

and quickly, is very important to improve the overall quality of the industry, the

introduction and cultivation of talents is a prominent and urgent need to pay attention

to the problem.

The last is about the cold chain project marketing planning content, pre

marketing plan the main use of the 4Ps method to the marketing planning scheme and

the overall train of thought from the product, price, channel,promotion of these four

aspects. Put forward product design to take into account the system of cold chain,the

introduction of HACCP certification system, electric cold chain etc.. A strategy for

cold chain project has three kinds of pricing strategy. Channel selection is agricultural

super docking and e-commerce channels. The traditional promotion method and