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论文编号：	10900
作者编号：	2220160871
上传时间：	2019/6/13 9:19:26
中文题目：	厨大妈食品集团营销战略及策略实施研究
英文题目：	Research on Marketing Strategy of Chudama Food Group and Its Implementation
指导老师：	吴晓云
中文关键字：	品牌战略；食品企业；细分市场；品牌组合；营销策略
英文关键字：	Brand strategy; Food company; Market segmentation; Brand combination; Marketing strategy
中文摘要：	改革开放以来，中国的食品工业取得了迅猛的发展，随着大众收入的提高，消费量大增，产生了许多大的食品企业和品牌，也促使越来越多的资本和品牌投入其中，食品业也日已成为竞争越来越激烈的行业。一个企业产品要想在万千品牌中脱颖而出，需要潜心的研究市场，提供能够满足消费者需求的好产品。随着行业竞争的加剧，顾客对食品的品质和品牌也越来越挑剔，各大小食品企业为了占领更大的市场份额，不约而同地进行了市场品类的细分，给一些大的品类产品赋予新的品牌。一方面单一大单品的上升空间已达天花板；另一方面也为了避免出现“三鹿”奶粉那样因质量事故而导致品牌毁灭，在这方面以“中粮集团”“益海嘉里”“雀巢”等企业采用的多品牌、全渠道、线上线下组合营销模式预示着前景光明。 本文以厨大妈食品集团为主要研究对象，以母子品牌和多品牌组合营销为主要研究范围，采用应用研究的方法，将市场营销理论，品牌组合理论与厨大妈食品集团的实际营销策略相结合，根据公司的营销模式和数据信息，通过对宏观区域经济，外部市场环境的研究，对北京厨大妈食品集团制定和实施的营销战略进行剖析，提出企业目前所面临的竞争环境和当前要解决的问题。以STP、4P品牌组合等营销理论为基础，探讨企业如何适应当前变革的新营销，实施好传统与互联网新零售的营销策略，为食品类企业如何打造品牌提供一些参考和思路。 论文一共分为六个部分，第一章为结论，主要阐述了论文研究的背景与意义，研究思路，研究方法以及研究内容。第二章主要是对论文所要采用的相关理论进行了叙述，主要涉及STP、4P和SOWT等营销理论。第三章主要阐述了我国食品类企业市场现状、趋势和存在的问题，以及北京厨大妈食品集团的简介和公司进行多品牌组合营销战略的规划。第四章是对北京厨大妈食品集团的营销战略进行营销环境分析和战略制定。第五章是北京厨大妈食品集团如何实施市场营销策略，主要包括产品策略、价格策略、渠道策略、促销策略。第六章是北京厨大妈食品集团实施营销战略的保障。主要包括公司营销团队的建设与管理，经销商体系的构建与管理，各营销团队与渠道的激励策略。 论文借鉴了国内外一些知名食品企业的营销经验和模式，结合传统的品牌营销组合理论，为北京厨大妈食品集团的品牌营销战略和营销策略的实施提出了一些实践想法和思路，为其在互联网营销新时代科学地进行产品营销提供了一些指导方法和建议。 关键词：品牌战略；食品企业；细分市场；品牌组合；营销策略
英文摘要：	Since the Reform and Opening-up, the Chinese food industry has made rapid progress. With the increase in public income, consumption has greatly increased, resulting in many large food companies and brands. It has also prompted more and more capital and brands to invest in it, and the food industry has become an increasingly competitive industry. To stand out from the thousands of brands, a company needs dedicated research in markets and provides good products that can meet the needs of consumers. With the intensification of competition in the industry, customers are becoming more and more critical of the quality and brand of food. In order to occupy a larger market share, food companies of all sizes have carried out the same subdivision of market categories, giving new brands to some large products. On the one hand, the ascending space of a simple single item has reached the ceiling. On the other hand, in order to avoid same situations like the "Sanlu" milk powder, when the brand was destroyed due to quality accidents, the multi-brand, full-channel, online and offline combination marketing models adopted by companies such as "Zhongliang Group", "Yihaijiali" and "Nestle" promise a bright future. In this paper, the Chudama Food Group is the main research object, with the mother and child brands and multi-brand combination marketing as the main research scope. Using the applied research method, the marketing theory, brand combination theory and the actual marketing strategy of the Chudama Food Group are combined. According to the marketing model and data information of the company, through the study of the macro-regional economy and the external market environment, the marketing strategy formulated and implemented by the Beijing Chudama Food Group is analyzed, and the current competitive environment and current problems facing the enterprise are put forward. Based on the marketing theories such as STP and 4P brand combination, this paper explores new marketing strategies on how enterprises adapt to current changes and marketing strategies on how to well implement traditional and new retail sales on the Internet, and provides some references and ideas for food companies on how to build brands. The paper is divided into six parts. The first chapter is the conclusion. It mainly expounds the background and significance of the research, research ideas, research methods, and research content. The second chapter mainly describes the relevant theories to be adopted in the paper, mainly involving marketing theories such as STP, 4P and SOWT. The third chapter mainly expounds the current market situation, trend and existing problems of our country's food enterprises, as well as the introduction of Beijing Chudama Food Group and the planning of the company's multi-brand combination marketing strategy. The fourth chapter is the marketing environment analysis and strategy formulation of Beijing Chudama Food Group. The fifth chapter is on how to implement the marketing strategy of Beijing Chudama Food Group, including product strategy, price strategy, channel strategy and promotion strategy. The sixth chapter is the support for the implementation of marketing strategy of Beijing Chudama Food Group, mainly including the construction and management of the company's marketing team, the construction and management of the dealer system, and the incentive strategies of each marketing team and channel. The paper draws on the marketing experience and model of some famous food companies at home and abroad, and combines the traditional brand marketing combination theory to put forward some practical thoughts and ideas for the implementation of the brand marketing strategy and marketing strategy of Beijing Chudama Food Group. Guiding methods and recommendations for the scientific marketing of products in the new era of Internet marketing are also given. Key words: Brand strategy; Food company; Market segmentation; Brand combination; Marketing strategy
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