本文選題：進(jìn)口滅菌乳 + 中國(guó)市場(chǎng)　； 參考：《大連理工大學(xué)》2015年碩士論文

【摘要】：隨著我國(guó)人均收入水平的不斷提高,居民的飲食結(jié)構(gòu)也不斷地發(fā)生著變化,對(duì)于優(yōu)質(zhì)蛋白質(zhì)主要來源的牛奶的需求量越來越大。而隨著居民消費(fèi)能力的提高,進(jìn)口乳制品,尤其是進(jìn)口滅菌乳的市場(chǎng)增長(zhǎng)更是尤為迅猛。Y公司自2010年進(jìn)入中國(guó)市場(chǎng),業(yè)務(wù)發(fā)展迅速,但是同時(shí)也出現(xiàn)了經(jīng)銷渠道狹窄、新品研發(fā)乏力、促銷手段過于單一等限制公司業(yè)務(wù)進(jìn)一步發(fā)展的問題。本文運(yùn)用市場(chǎng)營(yíng)銷管理的相關(guān)理論,并利用調(diào)查法、文獻(xiàn)資料法、比較分析法等方法,對(duì)中國(guó)市場(chǎng)的營(yíng)銷環(huán)境以及公司的實(shí)際情況進(jìn)行了系統(tǒng)分析。通過理論結(jié)合實(shí)際的方法,對(duì)Y公司滅菌乳在中國(guó)市場(chǎng)的所遇到的主要問題做出有針對(duì)性的解決方案,并提出相應(yīng)的營(yíng)銷戰(zhàn)略。本文第一章闡述了論文的研究背景和意義,并簡(jiǎn)要介紹了論文的研究方法和思路；第二章對(duì)國(guó)際市場(chǎng)營(yíng)銷的相關(guān)概念和理論進(jìn)行了歸納和引用,并著重介紹了4P營(yíng)銷理論和STP分析法；第三章對(duì)Y公司進(jìn)口滅菌乳中國(guó)市場(chǎng)的營(yíng)銷現(xiàn)狀進(jìn)行了系統(tǒng)分析；第四章在相應(yīng)分析的基礎(chǔ)上,制定了Y公司滅菌乳在中國(guó)地區(qū)的總體營(yíng)銷戰(zhàn)略；第五章從產(chǎn)品、定價(jià)、渠道和促銷保障等幾個(gè)方面進(jìn)一步細(xì)化了營(yíng)銷策略。
[Abstract]:With the increasing per capita income in China, the dietary structure of the residents is changing constantly, and the demand for milk, which is the main source of high quality protein, is increasing. With the increase of residents' consumption power, the market growth of imported dairy products, especially imported sterilized milk, has been particularly rapid. Y Company has entered the Chinese market since 2010. Its business has developed rapidly, but at the same time, there has also been a narrow distribution channel. Lack of research and development of new products, too single promotional measures and other restrictions on the further development of the company's business. Based on the relevant theories of marketing management and the methods of investigation, literature and comparative analysis, this paper makes a systematic analysis of the marketing environment and the actual situation of the company in China. Through the combination of theory and practice, this paper makes a targeted solution to the main problems encountered by Y company sterilization milk in China market, and puts forward the corresponding marketing strategy. The first chapter describes the research background and significance of the paper, and briefly introduces the research methods and ideas, the second chapter summarizes and quotes the related concepts and theories of international marketing. The 4P marketing theory and STP analysis method are emphatically introduced, the third chapter systematically analyzes the marketing situation of Y Company's imported sterilizing milk in China, the fourth chapter is based on the corresponding analysis. The overall marketing strategy of sterilizing milk in China is established, and the fifth chapter further refines the marketing strategy from the aspects of product, pricing, channel and promotion guarantee.
【學(xué)位授予單位】：大連理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F416.82;F274

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