本文選題：快速消費品　切入點：消費者　出處：《吉林財經(jīng)大學(xué)》2013年碩士論文

【摘要】：現(xiàn)階段中國食糖市場正處于多競爭、多種類、多因素綜合影響的復(fù)雜階段，對于國內(nèi)食糖工業(yè)的相關(guān)企業(yè)而言，必須重新審視自身問題，切實樹立起長遠(yuǎn)的經(jīng)濟目標(biāo)，學(xué)習(xí)和創(chuàng)新營銷理念，快速推動自身的產(chǎn)品改進和市場推廣，擴大需求量和消費量，從而為自身在國內(nèi)廣泛競爭的食糖市場立足爭一份信心和實力。 紅光牌綿白糖是博城北方糖業(yè)股份有限公司（前身為紅光糖廠）的主打產(chǎn)品，該品牌有悠久歷史，但在經(jīng)濟變化、競爭加劇、需求波動等綜合因素的影響下，近幾年來紅光牌綿白糖的銷售差強人意，盡管公司總營業(yè)收入呈上升發(fā)展，但凈利潤卻明顯波動，甚至出現(xiàn)負(fù)增長。 為了更好的了解紅光牌綿白糖目前在我國消費者心中的地位和制約其經(jīng)營發(fā)展的因素，本論文以消費者購買決定因素及消費者購買行為為理論基礎(chǔ)，對我國綿白糖市場消費品客戶進行了購買決定因素問卷調(diào)研，并利用數(shù)據(jù)分析總結(jié)歸納紅光牌綿白糖營銷方面的不足，進而提出營銷建議。 研究結(jié)果表明，年齡、性別、文化程度、家庭收入和家庭選購主導(dǎo)者等內(nèi)部因素和品牌、市場目標(biāo)定位、產(chǎn)品、價格、渠道、促銷等外部因素均為影響紅光牌綿白糖消費品客戶購買決策的相關(guān)因素�；诖耍贫舜龠M品牌與產(chǎn)品推廣的營銷策略，，包括：細(xì)分市場，準(zhǔn)確把握目標(biāo)市場；建立品牌營銷戰(zhàn)略，擴大品牌影響力；豐富產(chǎn)業(yè)線，把關(guān)產(chǎn)品質(zhì)量；實施分層定價策略；拓寬營銷渠道；豐富促銷手段。
[Abstract]:At this stage, China's sugar market is in a complex stage of multi-competition, multi-variety and multi-factor comprehensive influence. For the related enterprises in the domestic sugar industry, they must re-examine their own problems and set up long-term economic goals.Learning and innovating the marketing idea, pushing forward the product improvement and market promotion quickly, expanding the demand and consumption, so as to establish a confidence and strength for oneself in the domestic wide competition sugar market.Red Light Brand Mian White Sugar is the main product of Bocheng Northern Sugar Industry Co., Ltd (formerly known as Hongguang Sugar Factory). The brand has a long history, but under the influence of economic changes, intensified competition, fluctuating demand and other comprehensive factors,In recent years, the sales of red light brand white sugar is not satisfactory. Although the total operating income of the company is rising, the net profit fluctuates obviously, and even shows negative growth.In order to better understand the status of red light brand cotton white sugar in the minds of consumers in our country and the factors that restrict the development of its management, this paper is based on the determinants of consumer purchase and the purchasing behavior of consumers.In this paper, the customers of Mian white sugar market are investigated by questionnaire of purchasing determinant factors, and the shortcomings in marketing of red light brand white sugar are summarized by means of data analysis, and the marketing suggestions are put forward.The results show that internal factors and brands, such as age, sex, education, household income and household purchasing leader, market target positioning, product, price, channel, etc.External factors such as sales promotion are related factors to customer purchase decision of red light brand Mian white sugar consumer goods.Based on this, a marketing strategy to promote brand and product promotion is formulated, including: subdividing the market, accurately grasping the target market, establishing the brand marketing strategy, expanding the brand influence, enriching the industry line, and checking the product quality;Implement stratified pricing strategy; broaden marketing channels; enrich the means of promotion.
【學(xué)位授予單位】：吉林財經(jīng)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F426.82;F274;F713.55

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