【摘要】： 近年來,隨著國民經(jīng)濟(jì)發(fā)展、居民收入增加、消費(fèi)觀念和飲食結(jié)構(gòu)的改變,我國乳制品的生產(chǎn)能力大幅提高,我國乳品消費(fèi)量呈穩(wěn)步增長趨勢�！笆濉逼陂g,國家加大了對乳品行業(yè)的政策扶持力度,積極推行“學(xué)生飲用奶計劃”,并通過傳媒宣傳,培養(yǎng)國民乳品消費(fèi)習(xí)慣,為乳品行業(yè)的發(fā)展創(chuàng)造了良好的政策環(huán)境。據(jù)國家統(tǒng)計局預(yù)測,我國乳業(yè)市場潛力巨大,中國乳制品市場在未來10年中將是世界上潛力最大的乳品消費(fèi)市場。 北京冰凌花乳業(yè)有限公司是一家專注于乳制品產(chǎn)業(yè)與關(guān)聯(lián)產(chǎn)業(yè)的大型集團(tuán)企業(yè),擁有國際一流的生產(chǎn)設(shè)備、精英團(tuán)隊,依托生態(tài)奶源基地,實施規(guī)�；�(jīng)營、制度化管理,應(yīng)以消費(fèi)者需求為導(dǎo)向,不斷研發(fā)營養(yǎng)、健康的新產(chǎn)品,滿足其日益多元化的消費(fèi)需求。 因此,本文結(jié)合我國目前乳業(yè)的生產(chǎn)、銷售及市場需求,綜合采用問卷調(diào)查法、比較研究法、數(shù)理統(tǒng)計法和邏輯分析法,對目前國內(nèi)外乳品行業(yè)經(jīng)濟(jì)環(huán)境和營銷現(xiàn)狀及發(fā)展趨勢進(jìn)行跟蹤調(diào)研分析,對北京冰凌花乳業(yè)公司營銷現(xiàn)狀和營銷策略進(jìn)行了系統(tǒng)研究。 首先對北京冰凌花乳業(yè)公司面臨的機(jī)遇與挑戰(zhàn)分析。目前我國乳品消費(fèi)量逐年增加,市場前景廣闊,為企業(yè)提供了機(jī)遇;我國乳品市場競爭激烈,大型乳業(yè)公司利用雄厚資金,開展價格戰(zhàn)、廣告戰(zhàn),使乳品行業(yè)毛利率下降,對企業(yè)發(fā)展提出了挑戰(zhàn)。 通過對冰凌花公司針對北京及周邊乳品市場的調(diào)研分析,設(shè)計營銷策略和方法,包括產(chǎn)品組合策略、包裝策略、價格策略和促銷的方法等營銷手段,旨在使冰凌花公司目前的營銷策略符合乳品行業(yè)的基本規(guī)律,促使冰凌花產(chǎn)品在市場中得以生存與發(fā)展。 針對北京冰凌花乳業(yè)公司發(fā)展需要,提出加強(qiáng)市場開發(fā)團(tuán)隊建設(shè)、加大市場開發(fā)投入、加強(qiáng)企業(yè)市場營銷的系統(tǒng)管理等擴(kuò)大營銷的對策。 本文的研究為北京冰凌花乳業(yè)公司提供了一套先進(jìn)合理的營銷策略,對提高企業(yè)市場營銷水平具有重要的實際意義。
[Abstract]:In recent years, with the development of national economy, the increase of residents' income, the change of consumption concept and diet structure, the production capacity of dairy products in our country has been greatly improved, and the consumption of dairy products in China is increasing steadily. During the 10th Five-Year Plan period, the state increased the policy support to the dairy industry, actively carried out the "plan for drinking milk for students", and, through the propaganda of the mass media, cultivated the habit of consumption of national dairy products, thus creating a good policy environment for the development of the dairy industry. According to the forecast of the National Bureau of Statistics, the dairy market in China has great potential, and the dairy market in China will be the most potential dairy consumer market in the world in the next 10 years. Beijing Binglinghua Dairy Industry Co., Ltd. is a large group enterprise focusing on dairy industry and related industry. It has international first-class production equipment, elite team, relying on ecological milk source base, implementing large-scale management and institutionalized management. Should take the consumer demand as the direction, unceasingly research and develop the nutrition, the health new product, satisfies its increasingly diversified consumer demand. Therefore, according to the production, sales and market demand of dairy industry in China, this paper synthetically adopts questionnaire, comparative research, mathematical statistics and logic analysis. The present economic environment, marketing situation and development trend of domestic and foreign dairy industry are investigated and analyzed, and the marketing status and marketing strategy of Beijing Binglinghua Dairy Co., Ltd are studied systematically. First of all, the opportunities and challenges faced by Beijing Bingling Dairy Company are analyzed. At present, the dairy consumption is increasing year by year in our country, and the market prospect is broad, which provides the opportunity for the enterprises. The competition of dairy market is fierce in our country. Large dairy companies make use of abundant funds, carry out price war and advertisement war, which make the gross profit rate of dairy industry fall, and challenge the development of enterprises. Through the investigation and analysis of Bing Ling Hua Company aiming at Beijing and its surrounding dairy market, we design marketing strategies and methods, including product combination strategy, packaging strategy, price strategy and promotion method, etc. The aim is to make the current marketing strategy of Bingling Flower Company conform to the basic law of dairy industry and promote the survival and development of Bingling Flower products in the market. In order to meet the development needs of Beijing Bingling Dairy Company, this paper puts forward some countermeasures to expand marketing, such as strengthening the construction of market development team, increasing investment in market development and strengthening the system management of enterprise marketing. The research in this paper provides a set of advanced and reasonable marketing strategies for Beijing Binglinghua Dairy Co., Ltd. It has important practical significance to improve the marketing level of enterprises.
【學(xué)位授予單位】：哈爾濱理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2007
【分類號】：F426.82

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 趙禹;遼寧輝山乳業(yè)（集團(tuán)）有限公司營銷策略研究[D];新疆大學(xué);2013年

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本文編號：2410980