本文選題：營銷策略組合 + 市場營銷分析��； 參考：《吉林大學》2014年碩士論文

【摘要】：近年來，國家對于健康產(chǎn)業(yè)的投入在逐年的增加，同時也在不斷的完善相關(guān)的政策和制度，以使健康產(chǎn)業(yè)能夠保證健康、持續(xù)、有序、規(guī)�；陌l(fā)展。隨著行業(yè)的不斷發(fā)展壯大，所帶來的問題也有很多，營養(yǎng)品市場的無序經(jīng)營以及不規(guī)范管理使得人們對于營養(yǎng)品企業(yè)的信任還有待提高。 嘉康利（中國）日用品有限公司隨著規(guī)模的不斷擴大以及消費者的消費需求更加的多元化，公司的發(fā)展面臨著很多的問題，如品牌知名度不高、產(chǎn)品結(jié)構(gòu)不夠優(yōu)化、消費者的不認可、盈利能力低下、銷售渠道難以擴張等，這些問題的限制了公司的進一步發(fā)展。 本文希望通過對嘉康利(中國)日用品有限公司營養(yǎng)食品的市場營銷進行分析為基礎(chǔ)，，來選擇適合嘉康利公司營養(yǎng)食品的營銷策略，并運用STP對其營銷策略進行相應的分析，進而確定其營養(yǎng)食品的細分市場、產(chǎn)品定位、市場定位、市場選擇等目標，繼而探討嘉康利（中國）日用品有限公司營養(yǎng)食品的營銷策略組合，提出適應公司發(fā)展的產(chǎn)品營銷策略、定價機制、促銷策略，并完善其營銷保障體系。為嘉康利（中國）日用品有限公司提升核心競爭力、實現(xiàn)更好的發(fā)展提供了一些參考。 本文的研究結(jié)論有：嘉康利（中國）日用品有限公司營養(yǎng)食品營銷存在的問題有：品牌知名度和消費者認可度不高、產(chǎn)品結(jié)構(gòu)不夠優(yōu)化、銷售渠道擴張緩慢導致盈利能力不高，分析其原因主要有促銷策略有待提高，產(chǎn)品缺乏多樣性，主打產(chǎn)品和營銷渠道模式單一；本文對嘉康利（中國）日用品有限公司營養(yǎng)食品營銷的環(huán)境進行分析，使用STP策略對嘉康利（中國）日用品有限公司營養(yǎng)食品營銷進行策略選擇，最后提出嘉康利（中國）日用品有限公司營養(yǎng)食品營銷組合策略及保障措施。營銷組合策略包括：基于顧客需求的產(chǎn)品策略，基于顧客成本的價格策略，基于顧客便利的渠道策略和基于顧客溝通的促銷策略。保障措施包括完善營銷的組織架構(gòu)、強化營銷職能、產(chǎn)品質(zhì)量保障、營銷制度保障、經(jīng)銷商管理保障和其它方面的營銷支持。
[Abstract]:In recent years, the country's investment in the health industry is increasing year by year, at the same time, it is constantly improving the relevant policies and systems, so that the health industry can ensure the healthy, sustainable, orderly and large-scale development. With the continuous development of the industry, there are also many problems, nutrition market disorder management and non-standard management make people to nutrition enterprises trust has yet to be improved. With the continuous expansion of the scale and the more diversified consumer demand, the company faces many problems, such as low brand awareness and poor product structure. Consumer disapproval, low profitability, difficult expansion of sales channels, these problems limit the further development of the company. Based on the analysis of the marketing of nutritious food in Jiakangli (China) Commodity Co., Ltd., this paper hopes to select the marketing strategy suitable for the nutritional food of the company, and use STP to analyze the marketing strategy accordingly. Then determine its nutritional food market segment, product positioning, market selection and other objectives, and then explore the Jia Kangli (China) Commodity products Co., Ltd. Nutritional food marketing strategy mix, Product marketing strategy, pricing mechanism, promotion strategy and perfect marketing guarantee system are put forward. It provides some reference for Jiakangli (China) Commodity Co., Ltd to enhance core competitiveness and achieve better development. The conclusions of this paper are as follows: the problems in nutrition food marketing of Jia Kangli (China) Co., Ltd., are not high brand awareness and consumer acceptance, the product structure is not optimized, and the slow expansion of sales channels leads to low profitability. The main reasons are that the promotion strategy needs to be improved, the product is lack of diversity, the main products and marketing channels are single. This paper analyzes the environment of nutritional food marketing of Jiakangli (China) Commodity Co., Ltd. This paper uses STP strategy to choose the nutrition food marketing strategy of Jiakangli (China) Commodity Co., Ltd., and finally puts forward the nutrition food marketing combination strategy and safeguard measures of Jia Kangli (China) Commodity products Co., Ltd. The marketing combination strategy includes: product strategy based on customer demand, price strategy based on customer cost, channel strategy based on customer convenience and promotion strategy based on customer communication. The guarantee measures include perfecting the organizational structure of marketing, strengthening marketing function, product quality assurance, marketing system guarantee, dealer management guarantee and other aspects of marketing support.
【學位授予單位】：吉林大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F416.82;F274

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