目录
目录
摘要.............................................................................................................................................................. I
英文摘要 ...................................................................................................................................................III
1引言..........................................................................................................................................................1
1.1研究背景及意义 .............................................................................................................................1
1.1.1研究背景...................................................................................................................................1
1.1.2研究意义...................................................................................................................................2
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国内外研究现状评述 ............................................................................................................. 5
1.3研究内容与方法 .............................................................................................................................6
1.3.1研究内容...................................................................................................................................6
1.3.2研究方法...................................................................................................................................6
1.4本章小结 ..........................................................................................................................................6
2相关概念及理论基础 ............................................................................................................................8
2.1相关概念 ..........................................................................................................................................8
2.1.1营销策略...................................................................................................................................8
2.1.2网络营销...................................................................................................................................8
2.1.3营销渠道...................................................................................................................................8
2.2理论基础 ..........................................................................................................................................9
2.2.1 4Ps营销理论 ............................................................................................................................ 9
2.2.2定位理论...................................................................................................................................9
2.2.3市场营销竞争战略理论 ......................................................................................................... 9
2.2.4消费者行为模式 ......................................................................................................................9
2.3 SWOT分析法................................................................................................................................10
2.4本章小结 ........................................................................................................................................10
3完达山乳业有限公司营销现状研究 ................................................................................................ 11
3.1完达山乳业有限公司简介 ..........................................................................................................11
3.1.1公司基本情况 ........................................................................................................................11
3.1.2公司组织结构 ........................................................................................................................11
3.1.3营销部门与人员分析 ........................................................................................................... 12
3.2完达山乳业有限公司营销现状分析 .........................................................................................12
3.2.1乳制品销售规模概况 ........................................................................................................... 12
3.2.2乳制品营销支出状况 ........................................................................................................... 13
3.2.3消费者状况 ............................................................................................................................ 13
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东北农业大学工商管理硕士学位论文
3.3完达山乳业有限公司营销策略概述 .........................................................................................14
3.3.1产品策略................................................................................................................................ 14
3.3.2价格策略................................................................................................................................ 14
3.3.3渠道策略................................................................................................................................ 15
3.3.4促销策略................................................................................................................................ 15
3.4本章小结 ........................................................................................................................................15
4完达山乳业有限公司营销问题分析 ................................................................................................ 17
4.1产品无法满足市场需求 .............................................................................................................. 17
4.1.1缺乏高端产品 ........................................................................................................................17
4.1.2产品单一缺少卖点 ................................................................................................................18
4.2定价机制不合理 ...........................................................................................................................19
4.2.1定价机制单一 ........................................................................................................................19
4.2.2价格缺少弹性 ........................................................................................................................19
4.3渠道局限性大 ...............................................................................................................................20
4.3.1线下推广渠道无法满足时代需求 ...................................................................................... 20
4.3.2线下渠道成本较高 ................................................................................................................20
4.3.3线上渠道过于依赖电商品牌没有主动推广能力 .............................................................22
4.4促销方式无法满足需求 .............................................................................................................. 22
4.4.1促销人员专业性不足 ........................................................................................................... 22
4.4.2成本未能有效控制 ...................................................................................