發(fā)布時(shí)間：2018-03-06 09:12

  本文選題：達(dá)能　切入點(diǎn)：冰淇淋　出處：《華南理工大學(xué)》2013年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】：冰淇淋作為一種深受人們喜愛(ài)的休閑食品，進(jìn)入中國(guó)的時(shí)間只有短短的幾十年，但卻取得了飛速的市場(chǎng)發(fā)展。正是這一蘊(yùn)藏著的巨大商機(jī)，吸引著全球各大食品巨頭進(jìn)入這一市場(chǎng)。隨著中國(guó)冰淇淋市場(chǎng)競(jìng)爭(zhēng)的展開(kāi)，市場(chǎng)正逐步形成兩大銷(xiāo)售模式：一類(lèi)是普通包裝零售模式，而另一類(lèi)則是以哈根達(dá)斯、DQ等為代表的連鎖經(jīng)營(yíng)模式。 法國(guó)達(dá)能是全球著名食品企業(yè)，于1987年進(jìn)入中國(guó)，達(dá)能進(jìn)入中國(guó)市場(chǎng)已超過(guò)20年，但一直未將其冰淇淋產(chǎn)品帶入中國(guó)。根據(jù)公司戰(zhàn)略決策，達(dá)能選擇采用連鎖經(jīng)營(yíng)模式在中國(guó)市場(chǎng)銷(xiāo)售冰淇淋產(chǎn)品。因此，本文對(duì)在此經(jīng)營(yíng)模式下，達(dá)能所應(yīng)采取的營(yíng)銷(xiāo)策略進(jìn)行了分析和研究，期望通過(guò)研究所得結(jié)果給企業(yè)提供具有可行性的營(yíng)銷(xiāo)策略建議。 本文以達(dá)能在中國(guó)的營(yíng)銷(xiāo)策略作為主要研究對(duì)象，通過(guò)深入的市場(chǎng)調(diào)查和分析，同時(shí)應(yīng)用PEST分析，SWOT分析，波特“五力”分析模型，以及4Ps理論等營(yíng)銷(xiāo)分析工具，對(duì)達(dá)能在中國(guó)冰淇淋市場(chǎng)中營(yíng)銷(xiāo)環(huán)境和主要優(yōu)劣勢(shì)進(jìn)行了詳細(xì)的研究和分析，提出了達(dá)能在中國(guó)冰淇淋市場(chǎng)的目標(biāo)消費(fèi)群和市場(chǎng)定位，重點(diǎn)分析了達(dá)能在中國(guó)的營(yíng)銷(xiāo)策略以及策略實(shí)施的保障措施。 本文在研究中綜合運(yùn)用市場(chǎng)營(yíng)銷(xiāo)的分析方法，給出了系統(tǒng)的對(duì)于行業(yè)營(yíng)銷(xiāo)環(huán)境、市場(chǎng)細(xì)分和定位、營(yíng)銷(xiāo)策略的分析框架和步驟，并在這一框架結(jié)構(gòu)下，，通過(guò)研究分析步驟，得出和建立了達(dá)能冰淇淋產(chǎn)品的營(yíng)銷(xiāo)策略。對(duì)企業(yè)在中國(guó)市場(chǎng)的銷(xiāo)售活動(dòng)起到了一定的指導(dǎo)作用。其研究模式對(duì)希望進(jìn)入冰淇淋連鎖行業(yè)的企業(yè)，甚至是更廣義的休閑餐飲連鎖行業(yè)都具有一定的參考和借鑒意義。
[Abstract]:Ice cream, as a popular snack food, has been in China for only a few decades, but it has made a rapid development of the market. As the competition in the Chinese ice cream market unfolds, the market is gradually forming two major sales models: one is the retail mode of ordinary packaging. The other is the chain management model represented by Hagen Dazs DQ and so on. Danone is a global food company, entered China in 1987, Danone has entered the Chinese market for more than 20 years, but has not brought its ice cream products into China. Danone chooses to use the chain operation mode to sell ice cream products in the Chinese market. Therefore, this paper analyzes and studies the marketing strategies that Danone should adopt in this business model. It is expected to provide feasible marketing strategy advice to the enterprise through the results of the study. This article takes Danone's marketing strategy in China as the main research object, through in-depth market investigation and analysis, at the same time applies PEST analysis to SWOT analysis, Porter "five forces" analysis model, as well as 4Ps theory and other marketing analysis tools. This paper makes a detailed study and analysis of Danone's marketing environment and main advantages and disadvantages in China's ice cream market, and puts forward the target consumption group and market orientation of Danone in China's ice cream market. This paper mainly analyzes Danone's marketing strategy in China and the guarantee measures of its implementation. In this paper, the comprehensive use of marketing analysis methods, a system for the industry marketing environment, market segmentation and positioning, marketing strategy analysis framework and steps, and under this framework, through the research and analysis steps, The marketing strategy of Danone ice cream products has been obtained and established. It has played a certain guiding role in the sales activities of enterprises in the Chinese market. The research model of Danone ice cream products is intended for the enterprises wishing to enter the ice cream chain industry. Even the broader leisure catering chain industry has a certain reference and reference significance.
【學(xué)位授予單位】：華南理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：F274;F426.82

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