近年来，国内消费升级的步调不断加快，不仅是城市的消费升级，农村的消费升级 也在悄然到来。伴随着农村生活水平和农民收入的不断提高，农村居民的消费需求也在 发生着变化，这也使得一些面向农村消费市场的快消品企业面临着产品结构调整。 本文以面向农村市场的中小型方便面企业 SMT 食品有限公司为研究案例，从消费 升级的视角，并通过与同行业领先企业的对比分析，直面 SMT 公司面临的营销困境， 深入市场调查，找出其存在的问题，从而为 SMT 公司提供适合当前形势下的市场营销 策略。论文运用消费升级理论、案例研究法、4P 理论等对 SMT 公司营销策略进行全面 深入的研究，通过研究营销环境及市场需求的变化，结合农村消费升级的大环境，找出 并分析了 SMT 公司在营销策略方面以下几个问题：第一、产品多样性不足；第二、缺 少明星产品；第三、营销渠道传统、单一；第四、促销推广不力；第五、经销商利润难 以保障。针对以上问题，论文指出 SMT 公司需要充分了解目标市场变化，找到转型的 方向，才能迎合市场，解决目前的企业营销困境。在此基础上，本论文提出了几项有针 对性的营销新策略，主要包括：产品策略改进、价格策略改进、渠道策略改进和促销策 略改进，并从销售人员管理、经销商管理、渠道管理和企业文化建设等方面制定了营销 策略改进的保障措施。 关键词：SMT 公司、中小型方便面企业、消费升级、营销策略Abstract In recent years, the pace of domestic consumption upgrading has been accelerating, not only in urban areas, but also in rural areas. With the continuous improvement of rural living standards and farmers' income, the consumption demand of rural residents is also changing, which makes some FMCG enterprises facing the transformation crisis facing the rural consumption market. This paper takes SMT Food Co., Ltd., a small and medium-sized instant noodle enterprise facing the rural market as a case study. From the perspective of consumption upgrading, and through the comparative analysis with the leading enterprises in the same industry, this paper directly faces the marketing dilemma faced by SMT company, conducts in-depth market investigation, and finds out the existing problems, so as to provide SMT company with marketing strategies suitable for the current situation. This paper makes a comprehensive and in-depth study on the marketing strategy of SMT company by using consumption upgrading theory, case study method and 4P theory. By studying the changes of marketing environment and market demand, combined with the general environment of rural consumption upgrading, the paper finds out and analyzes the following problems in the marketing strategy of SMT company: first, lack of product diversity; second, lack of star products; third, lack of star products Marketing channels are traditional and single; fourth, promotion is not effective; fifth, the profit of dealers is difficult to guarantee. In view of the above problems, the paper points out that SMT companies need to fully understand the target market changes and find the direction of transformation, so as to meet the market and solve the current enterprise marketing dilemma. On this basis, this paper puts forward several new marketing strategies, including product strategy improvement, price strategy improvement, channel strategy improvement and promotion strategy improvement, and formulates the guarantee measures for marketing strategy improvement from the aspects of sales personnel management, dealer management, channel management and corporate culture construction. Key words: SMT company ,small and medium-sized instant noodle enterprises, Upgrading of rural consumption, marketing strategies目 录 第一章 绪 论..............................1 1.1 选题背景、意义.............1 1.1.1 选题的背景.............1 1.1.2 研究的意义............3 1.2 国内外研究现状.............3 1.2.1 国外研究现状........3 1.2.2 国内研究现状........4 1.2.3 国内外研究现状综述...........................5 1.3 研究内容与目标.............6 1.3.1 研究内容................6 1.3.2 研究目标................6 1.4 研究思路.........................6 1.5 研究方法.........................8 1.6 主要创新..........................8 第二章 相关理论综述..................9 2.1 消费升级理论.................9 2.2 4P 营销理论.................... 9 2.2.1 产品策略................9 2.2.2 价格策略..............10 2.2.3 渠道策略..............10 2.2.4 促销策略..............11 第三章 SMT 公司营销环境分析............................. 12 3.1 SMT 公司简介.............. 12 3.1.1 公司的基本概况..12 3.1.2 组织结构..............13 3.1.3 产品状况和市场情况简介.................13 3.2 农村快消品市场消费升级..........................15 3.2.1 农村居民消费能力的提升.................15 3.2.2 农村消费群体结构变化.....................16IV 3.2.3 农村快消品市场的消费升级.............17 3.3 方便面市场结构变迁...19 3.3.1 国内方便面市场结构变化.................19 3.3.2 消费升级下，农村市场对方便面需求的变化................20 3.3.3 农村市场的消费升级，给 SMT 公司带来的发展契机. 21 3.4 消费升级下方便面行业竞争环境分析......23 3.4.1 供应商的议价能力..............................24 3.4.2 购买者的讨价还价能力......................24 3.4.3 现有竞争者...........24 3.4.4 替代品威胁...........25 3.4.5 潜在进入者威胁...26 3.5 本章小结........................27 第四章 消费升级下 SMT 公司营销策略问题分析 28 4.1 消费升级下 SMT 公司方便面市场营销策略现状.................. 28 4.1.1 产品策略..............28 4.1.2 价格策略..............30 4.1.3 渠道策略..............30 4.1.4 促销策略..............32 4.2 消费升级下主要竞争对手的策略分析......32 4.2.1 对白象集团的分析.............................33 4.2.2 对华龙集团的分析.............................36 4.3 消费升级下 SMT 公司营销策略的不足.. 39 4.3.1 产品策略方面......39 4.3.2 价格策略方面......40 4.3.3 渠道策略方面......40 4.3.4 促销策略方面......42 4.4 本章小结........................43 第五章 消费升级下的 SMT 公司营销策略的改进 44 5.1 产品策略改进...............44 5.1.1 主营袋装方便面 推出明星产品.......44 5.1.2 新产品研发策略..45 5.1.3 产品包装策略......45V 5.1.4 产品定位“实惠”..46 5.2 价格策略改进...............46 5.2.1. 价格优惠策略.....47 5.2.2. 价格带策略.........47 5.3 渠道策略改进...............47 5.3.1 渠道调整策略......48 5.3.2 加强渠道窜货管理.............................49 5.3.3 改善渠道费用管理.............................49 5.3.4 营销渠道信息化..50 5.4 促销策略改进...............50 5.4.1 渠道中的促销策略改进.....................50 5.4.2 新媒体营业推广策略.........................50 5.4.3 细分市场 分别促销...........................51 5.5 先打造区域强势市场，而后谋全局..........52 5.6 本章小结........................52 第六章 SMT 公司营销保障措施............................. 53 6.1 完善销售人员奖励与约束机制..................53 6.2 加强销售人员培训.......53 6.3 加强经销商管理...........54 6.4 加强企业文化建设.......54 结论...............55