本文關(guān)鍵詞： 羊奶粉 營銷策略 戰(zhàn)略分析 市場選擇　出處：《西南交通大學》2015年碩士論文　論文類型：學位論文

【摘要】：當今社會,國家經(jīng)濟處于一個飛速發(fā)展的階段,人民的收入也逐年增加,老百姓開始注重生活品質(zhì)的提升,對于食品的要求也愈來愈高。羊奶粉,憑借其優(yōu)于牛奶粉的營養(yǎng)成分,更容易被人體吸收的營養(yǎng)特性,受到越來越多消費者的認同和肯定。近年來,由于國家政策的大力倡導,市場多元化發(fā)展,加上羊奶粉本身獨特的營養(yǎng)構(gòu)造,羊奶粉制造業(yè)發(fā)生了一次空前的膨脹。在快速發(fā)展的過程中,競爭壓力也隨之而來。許多乳品企業(yè)都不遺余力地發(fā)展山羊奶市場。羊奶熱,就這樣消無聲息的撲面而來。然而,市場份額始終偏小,產(chǎn)品還未被廣大消費者全面接受,這無疑也是發(fā)展中的一個難題。本文筆者運用市場學、營銷學等相關(guān)理論,通過對現(xiàn)有市場的調(diào)查,及對相關(guān)企業(yè)的考察,從2013年國務院辦公廳批準的食品藥品監(jiān)督總局等九部委聯(lián)合提交的新《意見》著手,使用PEST分析法分析當前食品安全信任危機下新規(guī)定對乳制品市場的影響,并以陜西JN乳業(yè)為例,著重分析新形勢下羊乳品市場面臨的機遇和挑戰(zhàn)。使用SWOT矩陣分析法結(jié)合JN乳業(yè)現(xiàn)階段的實際情況,從企業(yè)內(nèi)部資源包括其硬件、財務,人員以及生產(chǎn)、研發(fā)等方面綜合分析了企業(yè)的經(jīng)營現(xiàn)狀。并對企業(yè)現(xiàn)階段的品牌定位,產(chǎn)品特點,營銷手段等問題做了相關(guān)研究。針對其營銷弱點和不足,結(jié)合目前市場競爭環(huán)境下乳制品企業(yè)的營銷壁壘,以及目前JN乳業(yè)的市場定位,對其目標市場進行優(yōu)化和排序,明確其市場定位,并針對市場給出了相應的產(chǎn)品、品牌和渠道策略。JN乳業(yè),作為陜西羊乳企業(yè)的一個本土品牌,面對市場的大浪淘沙,面對消費者的挑剔選擇,如何選擇企業(yè)營銷策略,如何確定企業(yè)戰(zhàn)略部署,在競爭中生存發(fā)展變強,是公司著重要解決的一個重要問題。筆者通過調(diào)研和考察,并嚴格按照國家新規(guī)定的要求,結(jié)合目前市場經(jīng)濟競爭中的發(fā)展機遇,根據(jù)JN乳業(yè)現(xiàn)階段的市場營銷需要,提出了相應的應對策略和解決建議,以幫助企業(yè)能夠更好地發(fā)展和盈利。
[Abstract]:In today's society, the national economy is in a stage of rapid development, the income of the people is also increasing year by year, people begin to pay attention to the improvement of quality of life, the demand for food is also higher and higher. Because of its better nutrition than milk powder and more easily absorbed by human body, it has been recognized and affirmed by more and more consumers. In recent years, due to the strong advocacy of national policies, the market diversified development. In addition, the unique nutritional structure of goat milk powder itself, sheep milk powder manufacturing industry has an unprecedented expansion. In the process of rapid development. Competition pressure also followed. Many dairy companies have spared no effort to develop the goat milk market. Goat milk fever, such a quiet face. However, the market share has always been small. The product has not been fully accepted by consumers, which is undoubtedly a difficult problem in the development. The author of this paper uses marketing, marketing and other relevant theories, through the existing market survey, and the investigation of related enterprises. From 2013 the General Office of the State Council approved by the General Administration of Food and Drug Supervision and other nine ministries and commissions jointly submitted the new opinions. The influence of the new regulations on the dairy market under the current food safety trust crisis was analyzed by using PEST analysis method, and the JN dairy industry in Shaanxi Province was taken as an example. This paper mainly analyzes the opportunities and challenges facing sheep dairy market under the new situation. Using SWOT matrix analysis method combined with the actual situation of JN dairy industry at the present stage, the internal resources of the enterprise include its hardware and finance. Personnel, production, R & D and other aspects of the comprehensive analysis of the business situation. And the current corporate brand positioning, product characteristics, marketing methods and other issues related to the study, aiming at its marketing weaknesses and deficiencies. Combined with the marketing barriers of dairy enterprises under the current market competition environment, and the current market positioning of JN dairy industry, the target market is optimized and sorted, and its market positioning is clarified. And according to the market given the corresponding products, brand and channel strategy. JN dairy industry, as a local brand of Shaanxi sheep milk enterprises, facing the market, facing the picky choice of consumers. How to choose the marketing strategy of the enterprise, how to determine the strategic deployment of the enterprise, and how to survive and develop in the competition is an important problem to be solved by the company. In accordance with the requirements of the new national regulations, combined with the development opportunities in the current market economy competition, according to the current marketing needs of the JN dairy industry, the corresponding countermeasures and solutions are put forward. To help enterprises to better develop and profit.
【學位授予單位】：西南交通大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F426.82;F274

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本文編號：1469644