iii 摘要 随着我国经济的快速发展，目前，乳制品行业已经进入转型发展的新时期。乳 制品企业发展压力增大，面临产品同质化严重与消费者需求升级的矛盾，同行业之 间的竞争日益激烈。此时，制定有效的市场营销策略，就成了乳制品企业亟待解决 的问题。本文所选取的目标企业T乳业公司是典型的区域型乳制品企业，近年来， 通过核心产品低温酸奶，成长为区域市场内的领军企业，目前正面临突破区域市场， 走向全国的转型关键时期，但其产品的营销工作仍处于初期阶段，无法满足企业快 速发展的需要，因此，亟需制定科学有效的产品营销策略，以提高企业的核心竞争 力，为获取更大的市场份额提供保障。 本文以T乳业公司核心产品低温酸奶为研究对象，首先对目标企业和产品目 前营销策略中存在的问题进行剖析；随后运用PEST分析对低温酸奶产品宏观环境 进行分析，并基于内部环境以及波特五力模型对低温酸奶产品营销微观环境进行 分析，采用调查问卷的方式，对当前酸奶产品消费者的消费习惯和偏好进行归纳分 析，为后文营销策略的提出和优化提供论据；随后运用SWOT模型对营销环境进行 总结并提炼出优劣势、机遇以及威胁，综合分析出低温酸奶应该采取SO战略，充 分利用自身优势，抓住市场机遇，拓展市场；运用STP理论从细分、定位、选择目 标市场的角度出发，对T乳业公司低温酸奶产品进行重新定位，设计出以满足目 标消费群体需求为导向的营销策略，另外根据T乳业公司低温酸奶产品特点和所 处的市场地位，结合企业实际情况，充分利用网络营销模式成本低、影响范围大的 特点对其营销组合策略进行优化，并提出构建全场景新零售营销模式，拉近企业与 消费者的距离，加速营销投入的变现，助力企业营销策略的实施和落地。 本文运用市场营销相关理论，结合T乳业公司自身的特点，为T乳业公司低 温酸奶产品系统的构建了新的营销策略，使企业的营销工作能够匹配企业的快速 发展，推动企业与时俱进，扩大影响力，优化市场运营能力，对于T乳业公司进一 步开拓市场，提高企业核心竞争力具有应用参考价值，同时，本文的研究成果对国 内其他同类型或面临类似问题的企业也具有一定的借鉴意义。 关键词：低温酸奶；市场营销；市场定位；网络营销 北京交通大学硕士专业学位论文 ABSTRACT iv ABSTRACT Dairy industry is an important part of national economic development, which can not only improve the national diet structure and improve the national living standard, but also promote the sustainable development of other related industries, which is of great significance for the coordinated development of various industries. With the rapid development of China's economy, the dairy industry has entered a new period of transformation and development. The development pressure of dairy enterprises is increasing, facing the contradiction between the serious homogenization of products and the upgrading of consumer demand, the competition among the same industry is increasingly fierce. At this time, the development of effective marketing strategy, has become the dairy enterprises to solve the problem. In this paper, the selection of target enterprise T dairy company is a typical regional dairy enterprises, in recent years, through the core products of low temperature yogurt, grow into a regional leader in the market, are now facing the breakthrough regional market, to the critical period of transformation, but the product of marketing is still in its early stages, unable to meet the needs of enterprise fast development, therefore, needs to establish scientific and effective product marketing strategy, to improve the core competitiveness of enterprises, to obtain a bigger share of the market. In this paper, T dairy company's core product low temperature yogurt as the research object, first of all, the target enterprises and products in the current marketing strategy of the existing problems are analyzed; Then using PEST analysis of macro environment of low temperature yogurt products is analyzed, and based on the internal environment and porter five models of low-temperature yogurt products marketing microcosmic environment is analyzed, with the method of questionnaire, the current yogurt products consumer spending habits and preferences, inductive analysis for later marketing strategy was proposed and optimized argument; Then, SWOT model was used to summarize the marketing environment and extract the advantages and disadvantages, opportunities and threats. Based on the comprehensive analysis, it was concluded that low-temperature yogurt should adopt SO strategy, make full use of its own advantages, seize the market opportunities and expand the market. Using the STP theory from the Angle of the segmentation, positioning, choose target market, to reposition the T dairy company low- temperature yogurt products, designed to meet the demand of target consumption group 北京交通大学硕士专业学位论文 ABSTRACT v oriented marketing strategy, and according to the low temperature T dairy company product characteristics and market position of yogurt, in combination with the practical situation of enterprises, make full use of network marketing model the characteristics of low cost, wide influence on the marketing mix strategy optimization, and put forward the new retail marketing model to build the whole scene, close the distance of enterprises and consumers, to accelerate marketing spending cash and help the enterprise marketing strategy implementation and fall to the ground. In this paper, using the market marketing related theory, combined with the characteristics of T dairy company, to T dairy company of low-temperature yogurt production system to build a new marketing strategy, make the enterprise marketing work to match the rapid development of the enterprise, promote enterprise to keep pace with The Times, expand the influence and optimize the market operation ability, for T dairy company to further expand the market, improve the enterprise core competitive ability is of great significance, at the same time, this article research results of domestic other enterprises of the same type or face similar problems also have certain reference significance. KEYWORDS: Low-temperature yogurt; Marketing; Market positioning; The network marketing 北京交通大学硕士专业学位论文 目录 vi 目录 摘要 ......................................................... III ABSTRACT ...................................................... IV 1 引言 ........................................................ 1 1.1 论文的选题背景和意义 ...................................... 1 1.1.1 选题背景 .............................................. 1 1.1.2 研究意义 .............................................. 2 1.2 论文的研究内容与研究方法 .................................. 3 1.2.1 研究内容 .............................................. 3 1.2.2 研究方法 .............................................. 4 1.2.3 论文结构 .............................................. 4 2 国内外研究现状与相关理论概述 ................................. 6 2.1 国内外研究现状 ............................................ 6 2.1.1 国外研究现状 .......................................... 6 2.1.2 国内研究现状 .......................................... 7 2.2 相关理论概述 .............................................. 8 2.2.1 4P营销理论 ........................................... 8 2.2.2 PEST分析 ............................................. 9 2.2.3 波特五力模型 ......................................... 10 2.2.4 SWOT分析 ............................................ 10 2.2.5 STP理论 ............................................. 11 2.2.6 网络营销 ............................................. 12 3 T乳业公司低温酸奶营销现状及存在问题 ........................ 13 3.1 T乳业公司简介 ............................................ 13 3.2 T乳业公司低温酸奶营销策略存在的问题 ...................... 14 3.2.1 产品存在的问题 ....................................... 14 3.2.2 价格存在的问题 ....................................... 15 3.2.3 渠道存在的问题 ....................................... 15 3.2.4 促销存在的问题 ....................................... 17 北京交通大学硕士专业学位论文 目录 vii 4 T乳业公司低温酸奶市场营销环境分析 .......................... 18 4.1 宏观环境分析 ............................................. 18 4.1.1 政治环境 ............................................. 18 4.1.2 经济环境 ............................................. 18 4.1.3 社