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论文编号：	10868
作者编号：	2320170733
上传时间：	2019/6/12 16:34:59
中文题目：	YMW公司佐餐菜蔬产品营销策略优化研究
英文题目：	The Study of Marketing Strategy Optimization of YMW Pickled Products
指导老师：	杨斌
中文关键字：	营销策略优化；渠道建设；差异化产品；佐餐菜蔬
英文关键字：	Marketing Strategy Optimization; Channel Construction; Differentiated Products;Pickle vegetables
中文摘要：	近年来，随着国内经济形势的变化，经济增长放缓，居民消费降级现象显现。面对巨大的酱腌菜市场，我国能实现规模化、标准化生产的酱腌菜企业很少，大多数企业呈现小规模、生产工艺不规范、生产依靠人工为主，生产效率低，产品品质不稳定等缺陷。YMW公司是一家以生产和销售日式佐餐菜蔬为主的中日合资企业。成立20多年以后，产品以日式风味的低盐酱腌菜为主，产品风味纯正，品质优良，在市场上也具有其独特的竞争优势。但多年来一直依靠比较单一的促销方式进行产品推广。在营销策略的发展上比较落后，导致企业增长速度相对比较慢，没有实现比较大幅度的增长。 本文在经典市场营销理论STP理论，4P与4C营销理论相结合的指导下，融入了品牌管理的相关理念，采用理论研究与实证分析相结合的方法，针对YMW产品营销方面进行全面系统的分析，并相应地提出了具体的优化措施。通过SWOT分析，充分认识到企业的优势和劣势，并积极利用优势抓住机会，回避市场竞争威胁和企业劣势。分别从营销的几个方面进行了深入分析与研究：在明确了产品细分市场和产品定位的前提下，强化品牌塑造；提升产品力，强调差异化产品策略同时提升产品附加价值；定价策略上以顾客感知价值为导向，最大限度满足客户需求；加强渠道建设，积极发展经销商策略；利用灵活多变的促销组合策略活跃终端市场，提升渠道活力。同时也为该营销策略的实施及保障制定了详细的制度以确保其顺利运行。同时我们会密切关注其中的相关性和灵活性，加强企业的应变能力，公司各部门通力协作，构建协调的营销保障体系。
英文摘要：	In recent years, with the change of domestic economic situation, the economic growth has slowed down and the consumption of residents has been degraded. Facing the huge pickle market, there are few pickle enterprises that can achieve large-scale and standardized production in China. Most of them have some defects, such as small-scale, non-standardized production process, manual-based production, low production efficiency and unstable product quality. YMW Company is a Sino-Japanese joint venture which mainly produces and sells Japanese food and vegetables. More than 20 years after its establishment, the products mainly consist of Japanese-style low-salt pickles with pure flavor and excellent quality. They also have their unique competitive advantages in the market. But for many years, it has relied on a relatively single way of promotion to promote products. The development of marketing strategy is relatively backward, resulting in a relatively slow growth rate of enterprises, which has not achieved relatively large growth. Under the guidance of the classical marketing theory STP theory and 4P and 4C marketing theory, this paper integrates the related concepts of brand management, combines theoretical research with empirical analysis, carries out a comprehensive and systematic analysis of YMW product marketing, and puts forward specific optimization measures accordingly. Through SWOT analysis, we fully recognize the advantages and disadvantages of enterprises, and actively use the advantages to seize the opportunities to avoid the threat of market competition and the disadvantages of enterprises. This paper makes an in-depth analysis and research from several aspects of marketing: on the premise of defining product segmentation market and product positioning, strengthening brand building; enhancing product strength, emphasizing differentiated product strategy while enhancing added value of products; pricing strategy guided by customer perceived value to meet customer needs to the maximum extent; strengthening channel construction and actively developing distributor strategy Brief; Use flexible and changeable promotion mix strategy to activate the terminal market and enhance channel vitality. At the same time, a detailed system has been established for the implementation and guarantee of the marketing strategy to ensure its smooth operation. At the same time, we will pay close attention to the relevance and flexibility, strengthen the adaptability of enterprises, and all departments of the company will work together to build a coordinated marketing guarantee system.
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