【摘要】：金光食品中國珠海華豐食品有限公司曾經(jīng)是中國工業(yè)五百強，80年代末上市的華豐三鮮方便面曾經(jīng)銷量占據(jù)全國第一。企業(yè)從80年代年的輝煌一時經(jīng)營到現(xiàn)在萎靡不振，市場占有率由當年最高峰的90%下降到現(xiàn)在的3%。2005年，華豐重振干脆面市場，成為干脆面面市場的領(lǐng)導品牌�，F(xiàn)今干脆面市場已經(jīng)進入成熟期，產(chǎn)品同質(zhì)化嚴重，危機重重。本文試圖通過此案例分析研究，找出公司干脆面營銷現(xiàn)狀的問題點，試圖為其制定一套行之有效的市場營銷策略，以尋求公司突破，整體快速發(fā)展。 論文依據(jù)菲利普．科特勒的營銷管理理論，據(jù)市場整體環(huán)境以及企業(yè)內(nèi)部自身的環(huán)境體系，通過對目標消費者的消費者行為進行調(diào)查研究，結(jié)合韋里克提出的SWOT分析法，結(jié)合杰羅姆·麥卡錫的“４P”理論，解析華豐公司干脆面營銷目前存在的問題，針對現(xiàn)有營銷問題提出相應的改善建議，從而制定詳盡的營銷組合策略以及相應的執(zhí)行落實措施。 通過這些建議的落地執(zhí)行，希望能幫助華豐公司充分發(fā)揮好自己優(yōu)勢，不斷改進自己的不足，擺脫公司在市場上的困境。激烈的市場環(huán)境下，企業(yè)面臨的外部環(huán)境是不斷變化的，所以相應的營銷策略也應依據(jù)市場實際變化發(fā)展做及時的因應調(diào)整，，這樣才能對企業(yè)發(fā)展真正有利，不斷超越競爭對手，實現(xiàn)企業(yè)的發(fā)展宏圖。
[Abstract]:Jinguang Foods China Zhuhai Huafeng Foods Co., Ltd. was once the top 500 industry in China, and Huafeng three fresh instant noodles, which were listed in the late 1980s, once occupied the first place in the country. From the splendor of the 1980s to the present malaise, the market share dropped from 90% of the peak in that year to 3.2005. Huafeng revived the market and became the leading brand in the market. Now simply face the market has entered a mature period, product homogenization is serious, crisis. This paper tries to find out the problems of the company's marketing situation through this case study, and try to make a set of effective marketing strategy for it, in order to seek the breakthrough of the company and the rapid development of the company as a whole. According to Philip Kotler's marketing management theory, according to the overall market environment and the internal environment system of the enterprise, through the investigation and research on the consumer behavior of the target consumers, combined with the SWOT analysis method proposed by Verick. Combined with Jerome McCarthy's "4p" theory, this paper analyzes the existing problems in Huafeng Company's marketing, and puts forward corresponding suggestions for improving the existing marketing problems. In order to develop a detailed marketing mix strategy and the corresponding implementation measures. Through the implementation of these suggestions, we hope to help Huafeng to give full play to its own advantages, constantly improve its own shortcomings, and get rid of the company's predicament in the market. Under the fierce market environment, the external environment that the enterprise faces is constantly changing, so the corresponding marketing strategy should also make timely response adjustment according to the actual market changes, so that it can be truly beneficial to the development of the enterprise. Constantly surpass the competition, realize the enterprise's development grand plan.
【學位授予單位】：華南理工大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F274;F426.82

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