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论文编号：	11206
作者编号：	2220160785
上传时间：	2019/12/9 11:17:13
中文题目：	D乳业公司营销策略研究
英文题目：	Research on Marketing Strategy of D Dairy Company
指导老师：	李亚
中文关键字：	D乳业公司,乳制品行业,营销策略
英文关键字：	D Dairy Company；Dairy Industry；Marketing Strategy
中文摘要：	D乳业公司可追溯到1970年10月21日，曾经是国内十大品牌、国家免检、部优产品；2008年国企改制为民营企业，历时两年投资3.5亿元，“从零起步”对原有工厂进行新建，引进国际领先的丹麦GEA和德国博士公司的进口设备及加工技术，聘请多位业内研发和生产领域专家，购置国际先进检测设备，检测能力实现从几十项提升到数百项质的飞跃，建立了全套研发体系，实现在线检测、全自动化生产和包装，进而大幅提高了产品质量、解决了消费者需要的科学营养和产品安全问题，实现年各类奶粉5万吨的加工。公司目前成为一家从事奶牛养殖、乳品加工、食品研发和销售为一体的区域性乳制品生产企业。随着国内乳业市场不断发展和完善，国内乳业进入新时代，乳制品消费需求逐年增长，而D乳业公司虽然具备全面完善的硬件设施并且提升了管理，但摆在面前的营销问题仍是制约企业的发展，甚至是企业面临生死存亡的问题。因此，亟待梳理清楚D乳业公司发展所面临的营销环境，明确公司的差异化定位，匹配相应的营销策略，进而实现可持续发展。首先，通过对D乳业公司所面临的内外部环境分析，明确了D乳业公司发展面临的机会、威胁、优势和劣势，借助SWOT分析工具，厘清乳制品行业发展趋势。国内乳制品在高危行业发展下所面临行业洗牌，通过区域市场针对终端、客户、产品和消费者的调研、分析、测试，从竞争环境分析、目标人群、品牌定位、市场定位、目标市场分析等方面入手，针对竞争对手制定了因地制宜的区域发展策略，调整产品结构和产品利润，建立健全营销体系，重塑品牌形象、明确了D乳业公司企业现阶段发展策略。简言之，经过调整之后，D公司就是要聚焦成人系列奶粉，扎根区域市场，做深做透区域市场，提高客户购买频率，提高客户满意度。其次，为了保障公司营销策略的顺利实施，D乳业公司从强化产品质量管理、建立市场信息反馈机制、实现售后服务品牌化和强化用户管理等方面做好营销策略的配套措施，以期能够保障D公司营销策略的有效落地。当然，针对于D乳业公司营销策略的研究还存在一定的缺陷和不足，有待于完善和改进；未来要强化对营销策略落地效果的评估和跟踪，及时进行纠偏。
英文摘要：	D Dairy Company can be traced back to October 21, 1970. It used to be one of the top ten domestic brands, national inspection-free products and top-quality products. In 2008, the state-owned enterprise was restructured into a private enterprise. It took two years to invest 350 million Yuan and build new factories from scratch. It introduced the imported equipment and processing technology of the leading Danish GEA and German doctoral company, and hired many experts in Ramped and production fields. The company has purchased advanced international testing equipment, improved its testing capacity from dozens to hundreds of qualitative leaps, established a complete R & D system, and realized online production testing, fully automated production and packaging. It has greatly improved the quality of products, solved the scientific nutrition and product safety problems needed by consumers, and realized the processing capacity of 50,000 tons of various types of milk powder annually. At present, it has become a regional dairy production enterprise engaged in dairy farming, dairy processing, food research and development and sales. With the continuous development and improvement of the domestic dairy market, the domestic dairy industry has entered a new era. The consumption demand of dairy products has increased year by year, while D dairy companies have improved their hardware facilities and improved their management. However, the marketing problems in front of them are still restricting the development of enterprises, and even the enterprises are facing the problem of life and death. Therefore, it is urgent to sort out the marketing environment faced by D Dairy Company, clarify the company's differentiated positioning, match the corresponding marketing strategies, and then achieve sustainable development. Firstly, through the analysis of the internal and external environment of D Dairy Institute, the opportunities, threats, advantages and disadvantages faced by D Dairy Company are clarified. Through SWOT analysis, this paper clarifies the development trend of dairy industry and the shuffle faced by domestic dairy industry under the development of high-risk industry. Through the investigation, analysis and testing of regional market for terminals, customers, products and consumers, it analyses the competitive environment, target population, brand positioning, market positioning and target market. In view of the competitors, it has formulated the regional development strategy according to local conditions, adjusted the product structure and product profits, established and improved the marketing system, rebuilt the brand image, clarified the current development strategy of D Dairy Company, and combined with the optimization of marketing strategy formulated by the company, realized the high growth of the regional market. Secondly, in order to ensure the smooth implementation of the company's marketing strategy. D dairy companies strengthen product quality management, establish market information feedback mechanism, realize after-sales service branding and strengthen user management. There are still some shortcomings and deficiencies in the research on marketing strategy of D Dairy Company, which need to be improved and perfected. In the future, we should strengthen the evaluation and tracking of the marketing strategy landing effect, and correct the deviation in time.
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