速冻食品作为近年来的后起之秀,以其营养流失少、口感好和便捷的处理方式,
越来越受到消费者的青睐。SN 食品企业旗下的速冻水饺品类也在这种趋势下,
迎来了快速的发展,但是面临行业内进入门槛低,激烈竞争的局面。同时前期由
于打价格战带来的负面影响,致使 SN 的速冻水饺一直给人低端产品的固化印象
如何在营销策略上先走一步,取得竞争优势,重塑品牌形象,赶超行业领先者,
是 SN 速冻食品面临的一大问题
本文主要研究的是 SN 食品企业旗下的速冻水饺品类在湖南市场的营销策
略,就像营销大师菲利普科特勒所说,“营销正变得越来越取决于信息而不是
销售力”,通过确定环境和大趋势,可以为营销者确定许多机会。所以在首先介
绍了 SN 企业的现状以及该品牌水饺在湖南市场的表现后,通过 PEST 分析、五
力模型和 SWOT 分析,详细地分析了 SN 水饺所处的宏观、中观和微观环境,
以及 SN 企业自身的优势和劣势,面临的机遇和威胁。并且依据从企业中得到的
财务数据和销售分析数据,依据 4C 营销理论具体地提出了在利用有利环境、把
握机会、改善不足之处的基础上,制定面向消费者需求的营销策略,使 SN 速冻
水饺在湖南地区取得更好的销售表现
本文通过环境分析认为:为了提高 SN 速冻水饺在湖南的市场占有率,获得
竞争优势,企业利用技术进步、行业标准完善的发展机遇,同时发挥自身在创新
和市场经验丰富的优势,在拓展产品线和树立高端品牌形象上作出进一步的努
力。在产品方面,通过市场细分明确消费者需求,建立更加合理的产品线和产品
组合;在成本方面,以消费者愿意付出的成本为导向,放弃以前价格战伤人伤己
的定价方式,采取市场需求定价和多种价格调整策略;在渠道便利方面,根据渠
道层级和渠道商类型采取不同的渠道策略,以让消费者方便购买为原则,争取实
现最大化的渠道覆盖率;在营销沟通方面,利用新兴的媒体和互动式营销来增加
消费者对于 SN 速冻水饺的认知和培育消费习惯
关键字:营销策略、湖南地区市场分析、4C 营销理论、SN 企业II
Abstract
With the level of economy improving constantly, people have a higher
requirement of living.Frozen food as a rising star in recent years, its more nutrients,
better taste and more convenience get the favour of consumers.SN food company is
producing and saling frozen dumplings, which ushered in the rapid development, but
facing the situation of low entering barriers, fierce competition . At the same
time ,because of previous negative impact caused by the price war, the SN
quick-frozen dumplings have been curing of low-end products impression .How to go
first in the marketing strategies, gaining a competitive advantage, reshaping the brand
image, SN quick-frozen food is facing a big problem.
This paper mainly studies marketing strategies of the SN food enterprise&39;s frozen
dumplings in Hunan market. According to the strategy of the steps, the analysis of
envirment is very important ,so firstly this paper introduces the present situation of
SN company and its frozen quick dumplings in Hunan market, and then by the PEST
analysis, five model and SWOT analysis, we analyze the SN dumplings macro, meso
and micro conditions, and its advantages and weak. What’s more ,based on the
financial data from businesses and sales analysis data, puts forward how to make use
of favorable environment, seize the opportunity to improve the deficiency, and
formulates specific 4C marketing strategies to make SN frozen dumplings in hunan
province to achieve better sales performance.
In this article, through the analysis of qualitative and quantitative ,we want to help
SN frozen dumplings improve its market share in Hunan and gain a competitive
advantage, taking use of technological progress and the development of the industry
standard, and its innovation and market experience. In terms of customer, it should
build a more reasonable product line and product portfolio ;In terms of cost, give up
price cuts, and price to market demand and a variety of price adjustment strategy ;In
terms of convenience of channels, depending on the type of channel hierarchy and
distributors ,SN can take different channel strategy, striving to maximize channel
coverage ;In terms of communication, taking use of emerging media and interactive
marketing to increase consumer awareness and cultivate the consuming habits.
Key Word: Marketing Strategies; Market analysis; 4C; SN Food LimitedIII
目录
第一章 绪论......1
1.1 研究的背景及意义......... 1
1.1.1 研究的背景.. 1
1.1.2 研究的目的和意义.. 2
1.2 国内外研究动态. 2
1.2.1 国外研究动态.......... 2
1.2.2 国内研究动态.......... 3
1.3 主要的研究内容和方法. 4
1.3.1 主要研究内容.......... 4
1.3.2 主要研究方法.......... 5
第二章 营销策略相关理论......6
2.1 4C 营销组合策略 6
2.1.1 顾客需求...... 6
2.1.2 顾客成本...... 7
2.1.3 顾客便利性.. 8
2.1.4 营销沟通...... 8
2.2 环境分析工具...... 8
2.2.1 PEST 分析 .... 8
2.2.2 SWOT 分析 .. 9
2.2.3 波特五力模型........ 10
2.2.4 竞争地位分析........ 11
2.3 基本竞争战略... 11
第三章 SN 食品湖南地区水饺品类营销现状...........13
3.1 SN 食品有限公司简介 . 13
3.1.1 SN 食品有限公司概况 ...... 13
3.1.2 SN 食品公司主要产品 ...... 14
3.2 速冻水饺特性... 17
3.2.1 速冻水饺的定义.... 17
3.2.2 速冻水饺的制作.... 17
3.3 SN 食品水饺品类在湖南市场的现状及问题 . 18
3.3.1 基于 AC 尼尔森数据分析速冻水饺现状分析 .... 18IV
3.3.2 基于 SN 内部销售数据现状分析23
3.3.3 SN 水饺品类湖南市场营销策略问题 ...... 25
第四章 SN 食品湖南地区水饺品类营销环境分析...26
4.1 基于 PEST 的宏观环境分析 ....