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论文编号：	12052
作者编号：	2320170592
上传时间：	2020/12/11 10:22:33
中文题目：	LSM方便食品公司营销策略研究
英文题目：	Marketing Strategy Research of LSM Convenience Food Company
指导老师：	薛红志
中文关键字：	营销策略；4P营销组合；食品营销；市场细分；
英文关键字：	Marketing strategy; 4P marketing combination; Food marketing; Market segmentation;
中文摘要：	改革开放以来，我国的国民经济得到高速增长，也极大提高了人民生活水平，各个国民经济领域得到充分发展。方便食品生产和消费量连续增长，市场潜力巨大，发展前景广阔。与此同时，食品行业的现状是大中小型企业同时参与竞争，导致竞争非常激烈。若想要在这一红海市场中脱颖而出，被广大消费者接纳和欢迎，企业必须在保证产品质量的同时，在营销手段上有自己的独到之处。 LSM食品公司是2020年5月成立的初创企业，有志于在方便食品领域开拓一片天地。在疫情肆虐全国之际，方便食品行业得到了前所未有的发展，在此时进入该市场有一定的时间优势。但是如何有效地整合资源，如何提打造公司形象，如何构建灵活、有效且适合初创企业自身的营销策略，则是LSM食品公司需要解决的主要问题。 本文以LSM食品公司市场营销策略研究为研究目标，系统分析了方便食品市场市场现状，运用PEST分析、波特五力模型、SOWT对目前的营销环境进行分析，找出公司在营销方面亟需解决的问题。 本文运用营销理论对方便食品市场进行市场细分，选择目标市场并进行目标市场定位，得出了LSM方便食品公司的嘻面品牌市场定位是面向北方年轻人，对方便食品接受度高且经常食用的消费者。品牌口号是“面食主义者的选择”。根据4P理论对LSM食品营销策略进行改进，包括产品策略改进、价格策略改进、渠道策略改进、促销策略改进，最终制定出LSM食品公司的综合市场营销策略。在此基础上制定出组织、流程、制度保障等措施以确保营销战略得到准确执行。 本文的创新之处在于，以小微创业者的视角出发，结合企业的资源特点，针对性地实行营销策略组合，以促进企业发展。
英文摘要：	With the reform and opening up , the living standard of people in our country has been upturned rapidly. The production and consumption volume of convenience food also increased greatly. The market volume is still huge. In the meantime, there are plenty of food companies include big, middle and small scales involve in this field, which make the competition very fierce and the industry are in red ocean. Any company who want to beat other competitors must have very unique stuff to win. LSM food company is a start-up company which was founded in May, 2020. The food industry has been boomed after the pandemic of COVID-19 and it is an advantage to build a business in this timing. The company needs to solve several problems like how to integrate resources, how to improve corporate image and expand marketing scale, how to build a flexible, efficient and practical marketing strategy,etc. The study takes LSM food company’s marketing research as the target, systematically analyse the current situation of marketing strategies, use PEST, Michael Porter's Five Forces Model, SWOT theory to analyze the current marketing environment, find out the problems in marketing of the company. Based on the market segmentation theory, the company’s market positioning “noodlisms’ first choice”, and mainly sold to young generation in northern area. And then improve the marketing strategy for LSM food company, including product strategy, price strategy, channel strategy, promotion strategy by using 4P theory. Also form measures such as organization, process, and system to ensure that the marketing strategy is accurately executed. The innovation of this article is to start from the perspective of small and micro entrepreneurs and combine the characteristics of the resources of the enterprise to implement a targeted combination of marketing strategies to promote the development of the enterprise.
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