本文關鍵詞：華歐特級初榨橄欖油的市場定位研究　出處：《西南科技大學》2017年碩士論文　論文類型：學位論文

  更多相關文章： 橄欖油 市場細分 市場定位 營銷策略

【摘要】：本論文的研究對象是四川華歐油橄欖開發(fā)有限公司的華歐特級初榨橄欖油。作為公司的主打產(chǎn)品,華歐特級初榨橄欖油的銷售業(yè)績與公司發(fā)展息息相關,面對當前競爭不斷加劇的橄欖油銷售市場,如何對公司產(chǎn)品進行市場定位,令其在消費者心目中留下深刻印象,從而在眾多商家品牌中脫穎而出,顯得尤為重要。但是,至今華歐橄欖油產(chǎn)品仍缺乏明確的定位,既不利于其現(xiàn)有的市場營銷,也妨礙其未來的發(fā)展。論文通過大量調(diào)研及資料查閱,分析橄欖油產(chǎn)業(yè)宏觀環(huán)境和行業(yè)環(huán)境,并利用SWOT方法對華歐公司進行分析,闡述了公司在科研實力、自有種植基地、榮譽資質(zhì)等方面具有優(yōu)勢,并具有市場潛力大、政府資源支持、綠色健康成為消費共識的有利機會,存在銷售渠道單一,產(chǎn)品線單一,生產(chǎn)規(guī)模不大等劣勢,以及國外知名品牌進入成都、綿陽市場和潛在競爭者較多的威脅。通過研究橄欖油市場,進行市場細分和目標市場選擇,從而形成了華歐特級初榨橄欖油的市場定位方案。通過對比行業(yè)競爭者的市場定位,采取避強定位(占領空檔)的定位方法,進行集中性營銷,試圖將華歐特級初榨橄欖油定位于“專屬東方人的健康橄欖油”,將銷售的重點首先集中于四川省內(nèi)各地市州及經(jīng)濟發(fā)展較好的縣、區(qū)中的中高端消費人群,并以此為基礎向周邊省份擴展。同時圍繞市場定位及定位的實現(xiàn),加大宣傳力度和改進營銷策略,對銷售渠道和產(chǎn)品線進行再布局,并對產(chǎn)品進行重新包裝和定價,由此推動華歐橄欖油在市場中占據(jù)有利位置,實現(xiàn)持續(xù)盈利。
[Abstract]:The research object of this thesis is the first virgin olive oil of Sichuan Hua-ou Olive Olive Development Co., Ltd. As the main product of the company, the sales performance of the first virgin olive oil is closely related to the development of the company. In the face of the increasingly competitive olive oil sales market, how to market the company's products, so that it leaves a deep impression in the minds of consumers, so as to stand out in many business brands. However, China and Europe olive oil products still lack a clear positioning, which is not conducive to its existing marketing, but also hinders its future development. This paper analyzes the macroscopical environment and industry environment of olive oil industry, and analyzes the Chinese and European companies by SWOT method, and expounds the advantages of the company in scientific research strength, its own planting base, its honorary qualification and so on. And has the market potential, the government resources support, the green health becomes the consumption consensus advantageous opportunity, the existence sale channel is single, the product line is single, the production scale is not big, and the foreign well-known brand enters Chengdu. Mianyang market and potential competitors more threats. Through the study of olive oil market, market segmentation and target market selection. By comparing the market positioning of competitors in the industry, we adopt the positioning method of avoiding the strong position (occupying the gap) to carry on the centralized marketing. This paper tries to position the extra virgin olive oil in China and Europe as "healthy olive oil for the oriental", and focuses on the middle and high end consumers in the prefectures and counties of Sichuan province and the counties with better economic development. And on this basis to expand to the surrounding provinces. At the same time around the market positioning and the realization of positioning, increase publicity and improve marketing strategies, sales channels and product lines for re-layout. And repackage and price the products, thus driving China and Europe olive oil in the market to occupy a favorable position, achieve sustained profitability.
【學位授予單位】：西南科技大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F323.7;F274

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