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吉林_朴妈妈_韩式食品发展有限公司营销策略研究_MBA毕业论文DOC

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摘要
吉林“朴妈妈”韩式食品发展有限公司营销策略研究
随着我国经济的不断发展,人均 GDP 水平的不断增长,全面建设小康社会
战略的贯彻落实,人民生活水平有了显著的提高,而我国现阶段的主要矛盾仍
是人民群众日益增长的物质文化需要同落后的社会生产力之间的矛盾,消费者
对于产品的需求越来越呈现出多样化、个性化,同样,在食品行业。消费者对
于食品的需求不再是仅满足于基本的填饱肚子,人们越来越关注食品的安全、
营养、绿色、品牌、口味、品质等等多种因素,而且消费者的关注点仍在不断
更新变化。同时,随着社会的发展和科技的进步,越来越多的销售渠道、销售
方式陆续出现,使得食品行业传统的经营模式、营销模式难以应对不断变化的
市场需求和激烈的市场竞争,这就要求现在的食品生产销售企业必须不断创新
自身的营销策略和营销手段,以适应不断变化的市场,使企业能够在激烈的市
场竞争中提高自己的核心竞争力、发挥自身优势,使企业能够实现长远的发展
的同时取得长远的收益

本文从相关理论出发,以吉林朴妈妈韩式食品发展有限公司为例运用数据
分析法和文献研究法分析了食品行业的特点和营销策略现状,针对吉林朴妈妈
韩式食品发展有限公司在市场营销过程中采取的措施和存在的问题进行了探讨,
并详细分析了公司所处的宏观环境和微观环境,使我们能够更加客观、深入、
细致的了解“朴妈妈”韩食公司所处的大环境和营销中存在的问题。同时,运
用 SWOT 分析法对“朴妈妈”韩食进行了优势、劣势、机会、威胁分析,作为
为公司进行营销策略设计的参考因素

研究结果表明,“朴妈妈”韩食公司在营销过程中存在诸多问题,如广告
宣传不足、渠道拓展及市场扩张不善、营销管理亟待加强等。从宏观环境来看,
政策因素和经济因素都有利于吉林朴妈妈韩式食品发展有限公司这种小型民营
食品企业的发展,同时,韩食在吉林省内有一定的认知度,这对于从本地起家II
的“朴妈妈”韩食来说无疑是有利因素。从微观环境来看,随着消费者消费水
平的提高和韩流的盛行,韩食休闲食品已经受到了越来越多的消费者的青睐

从 SWOT 分析结果来看,“朴妈妈”韩食具有较强的资金优势和产品种类优势,这
为“朴妈妈”韩食成功实施营销策略提供了保障,同时企业发展的机会因素明显,
使企业有良好的提升空间和发展潜力,而公司目前存在的劣势因素是每一个处
于创业期的公司都要面对的问题,威胁因素也属于行业共性问题,这些劣势和
威胁因素仍然需要得到企业管理者的重视。接着,本文根据地理因素、人口因
素等变量为“朴妈妈”韩食进行了目标市场细分,目标市场选择和目标市场定位

从价格、服务、渠道、成本、产品、促销等 6 个方面为“朴妈妈”韩食公司进
行组合策略制定。最后,分别从企业文化、人力资源系统、资金等三个方面,
为“朴妈妈”制定了实施营销策略的保障措施

关键词:
营销策略 韩食 市场 “朴妈妈”III
ABSTRACT
Research on Marketing Strategy for Jilin PiaoMama Korean Food
Development Co. Ltd
With the continuous development of China&39;s economy, the continuous
improvement of the level of GDP per capita, the comprehensive construction well-off
society strategy implementation, people&39;s living standards have improved
significantly, and the present stage of our country is still the main contradiction in
people&39;s growing material and cultural needs of the contradiction between the
backward social productive forces, the demand for consumer products more and more
diversified, personalized, similarly, in the food industry. Consumer demand for food
is not only satisfied with the basic filling, people pay more and more attention to
safety, nutrition, green, brand, taste, quality factors and so on many kinds of food, and
the concerns of consumers are still changing. At the same time, with the development
of society and the progress of science and technology, more and more sales channels
and sales methods have appeared, the food industry, the traditional management mode,
marketing mode is difficult to cope with the changing market demand and fierce
market competition, which requires the food production and marketing enterprises
now must innovate its marketing strategies and marketing methods, to fit the
changing market, enabling enterprises to improve market competitiveness, in the
fierce competition in the market to play their own advantages, so that enterprises can
achieve long-term development, access to long-term gains.
This article from the related theories, taking Jilin “Piao Mama” Korean food
Development Co. Ltd. as an example using data analysis and literature research
method to analyze the characteristics and current situation of the marketing strategy
of the food industry, are discussed in view of the Jilin “Piao Mama” Korean food
Development Co. Ltd. to take measures and exist in the marketing process, and
detailed analysis of the macro environment and micro environment, so that we can be
more objective, in-depth and detailed understanding of Piao Mama Korean foodIV
company&39;s environment and the problems of marketing. At the same time, using the
SWOT analysis method of Piao Mama of Korean food strengthsweaknesses
opportunities and threat analysis, as the reference factors of marketing strategy design
for the company.
The results show that the Piao Mama Korean food company there are many
problems in the process of marketing, such as advertising, channel development and
market expansion is insufficient, poor marketing management should be strengthened.
From the view of macro environment, policy factors and economic factors are
conducive to the development of Jilin “Piao Mama” Korean food Co. Ltd., this small
private food enterprises at the same time, Korean food food has a certain degree of
awareness in Jilin Province, which started from the local Piao Mama to say Korean
food is undoubtedly favorable factors. From the micro environment, along with the
improvement of consumption level and the prevalence of Korean,Korean food has
attracted more and more consumers. From the SWOT analysis results, Piao Mama
Korean food has stronger capital advantage and product advantage, this Piao Mama
Korean food successful implementation of marketing strategy to provide a guarantee,
and the factors of enterprise development opportunities, to enable enterprises to
upgrade and good development potential, and the disadvantage factors at present is
every company a start-up company has to face the problem of threat factors, the
industry also belong to the common problems, these weaknesses and threats still need
to get the attention of enterprise management. Then, according to the geographical
factors, population factors and other variables as Piao Mama the Korean food
market segmentation, target market selection and market positioning. From 6 aspects
of price, service, cost, products, channels, promotions and other Piao Mama Korean
food company portfolio strategy. Finally, from the three aspects of corporate culture,
human resources system, funds, etc., for the Piao Mama to develop the
implementation of marketing strategies to protect measures.
Keywords:
marketing strategy Korean food market Piao MamaV
目 录
第 1 章 绪论.....1
1.1 研究背景与意义 ..1
1.2 研究内容与方法 ..2
1.3 理论基础和文献综述 ......3
第 2 章 吉林“朴妈妈”韩式食品发展有限公司营销现状及问题分析
....8
2.1 “朴妈妈”韩食公司简介 ...8
2.2 “朴妈妈”韩食公司营销现状分析 ...........9
2.3 “朴妈妈”韩食公司营销问题分析 .........12
第 3 章 吉林“朴妈妈”韩式食品发展有限公司营销环境分析.........14
3.1 “朴妈妈”韩食公司的宏观环境分析......14
3.2 “朴妈妈”韩食公司的微观环境分析......15
3.3 “朴妈妈”韩食公司的 SWOT 分析 ........19
第 4 章 吉林“朴妈妈”韩式食品发展有限公司营销策略制定与实施
..22
4.1 “朴妈妈”韩食公司的 STP 选择.22
4.2 “朴妈妈”韩食公司的营销组合策略制定..........26
4.3 “朴妈妈”营销策略的实
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