首页 > 资料专栏 > 论文 > 营销论文 > 市场管理论文 > MBA硕士毕业论文_J私房烘焙项目县域市场营销策略优化PDF

MBA硕士毕业论文_J私房烘焙项目县域市场营销策略优化PDF

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文本描述
在我国经济发展的不断带动下,低线城市和县域地区人们的生活水平得到了很大程 度的提高,消费能力的也日益提升。因此,越来越多的电商企业和大城市中的品牌开始 将业务延伸覆盖到低线城市、农村县域的广阔市场中,众多的商机也逐渐被发现出来。 受限于低线城市和县域地区的商业模式传统、单一,人们的消费观念和大城市居民 存在出入,消费能力也相对较弱,一些商家和品牌企业在市场下沉的过程中,将在一二 线城市的营销策略直接套用到县域地区中,导致最终发展不如预期的案例比比皆是。 本文的研究对象MJ私房烘焙项目设立于广东省肇庆市广宁县,论文主要对其在该 县域市场的营销策略进行研究。首先通过调查访谈了解该项目的营销现状,发现研究对 象营销方面存在的问题,运用营销管理的相关理论知识,结合烘焙行业的发展、市场需 求和县域地区的经济情况,对项目的产品、定价、渠道和促销等方面进行分析,立足县 域市场,为项目的营销策略进行优化,包括项目的品牌建设、产品线的创新、销售渠道 的拓展、价格定位、促销方案等方面的内容。希望通过在营销策略上的优化,为MJ私 房烘焙项目树立起品牌形象,提升该项目的市场竞争力,促进其营业收入的能力。 关键词:烘焙行业;营销策略;县域市场;4P策略 II ABSTRACT As the continuous development of China's economy, people's living standards in low-tier cities and county areas have been greatly improved, and their consumption power is also increasing. Therefore, more and more e-commerce companies and brands in large cities have begun to extend their business to the broad market of low-tier cities and rural counties, and many business opportunities have gradually been discovered. Limited by the traditional and single business model of low-tier cities and county regions, people ’s consumption concepts and residents of large cities are different, and their consumption power is relatively weak. Some businesses and brand enterprises will be in the process of sinking in the market. The marketing strategies of the second-tier cities are directly applied to the county area, resulting in a lot of cases where the final development is not as expected. The research object of this article is the MJ private home baking project, which is set up in Guangning County, Zhaoqing City, Guangdong Province. The thesis mainly studies its marketing strategy in the county market. First of all, through the investigation and interview to understand the marketing status of the project, and find the marketing problems of the research object, use the relevant theoretical knowledge of marketing management, combined with the development of the baking industry, market demand and the economic situation of the county area, the product, pricing, Analysis of channels and promotions, based on the county market, to optimize the project's marketing strategy, including the project's brand building, product line innovation, sales channel expansion, price positioning, promotional programs and other aspects. It is hoped that through the optimization of marketing strategies, it will establish a brand image for the MJ private home baking project, enhance the market competitiveness of the project, and promote its ability to generate operating income. Key words: Baking Industry / Marketing Strategy / County Market/ 4Ps Strategy III 目 录 摘要 ........................................................................................................................................... I ABSTRACT .............................................................................................................................. II 图表清单 .................................................................................................................................. VI 第一章 绪论 .............................................................................................................................. 1 1.1 研究的背景和意义 ......................................................................................................... 1 1.1.1研究的背景 ............................................................................................................... 1 1.1.2研究的意义 ............................................................................................................... 3 1.2 文献综述 ......................................................................................................................... 3 1.2.1烘焙食品营销 ........................................................................................................... 4 1.2.2县域市场 ................................................................................................................... 5 1.2.3营销理论 ................................................................................................................... 6 1.3 研究的方法与内容 ......................................................................................................... 6 1.3.1 研究的方法 .............................................................................................................. 6 1.3.2 研究的内容 .............................................................................................................. 7 第二章 MJ私房烘焙项目介绍及营销现状 ............................................................................ 8 2.1项目介绍 .......................................................................................................................... 8 2.1.1项目概况 ................................................................................................................... 8 2.1.2经营定位 ................................................................................................................... 8 2.1.3品牌理念 ................................................................................................................... 9 2.1.4产品和业务组合 ....................................................................................................... 9 2.2 STP营销战略现状 ........................................................................................................ 10 2.2.1市场细分(Market Segmentation) ...................................................................... 10 2.2.2目标市场选择(Target Market) .......................................................................... 11 2.2.3市场定位(Market Positioning) .......................................................................... 13 2.3 4P营销策略现状 ........................................................................................................... 14 2.3.1产品策略 ................................................................................................................. 14 2.3.2价格策略 ................................................................................................................. 16 2.3.3渠道策略 ................................................................................................................. 17 IV 2.3.4促销策略 ................................................................................................................. 17 2.4本章小结 ........................................................................................................................ 18 第三章 MJ私房烘焙项目营销中的问题及原因分析 .......................................................... 19 3.1目标市场过于单一 ........................................................................................................ 19 3.2市场定位有效性不足 .................................................................................................... 20 3.3产品创新性不足 ............................................................................................................ 22 3.4产品定价较高 ................................................................................................................ 22 3.5未充分发挥线上渠道的优势 ........................................................................................ 24 3.6本章小结 ........................................................................................................................ 25 第四章 营销环境分析 ............................................................................