学生论文
|
论文查询结果 |
返回搜索 |
|
|
|
| 论文编号： | 12734 | |
| 作者编号： | 2320190658 | |
| 上传时间： | 2021/12/7 11:06:31 | |
| 中文题目： | 常温酸奶伊利安慕希市场营销策略优化研究 | |
| 英文题目： | Research on Optimization of Marketing Strategy for Yili Ambrosial Pasteurized Yoghurt | |
| 指导老师： | 张永强 | |
| 中文关键字： | 伊利安慕希；常温酸奶；市场营销策略 | |
| 英文关键字： | Yili Ambrosial；pasteurized yoghurt；marketing strategy | |
| 中文摘要： | 随着社会经济不断发展，人民对生活水平要求的不断提高，消费者对于乳制品的消耗量逐年增加，常温酸奶作为可以在常温下销售和存放的产品，近年来十分受到消费者青睐。 伊利安慕希作为近几年来在市场上销售非常火爆的常温酸奶产品，其制定营销策略过程及营销模式非常值得深入研究，本文重点对常温酸奶伊利安慕希所处行业市场的营销环境进行了宏观环境和微观环境分析，并通过STP战略营销理论、4Ps营销策略等经典营销理论对安慕希的现行营销情况进行全面分析，梳理伊利安慕希与其他常温酸奶竞争者的优势和不足，并在互联网经济时代下针对伊利安慕希提出了新的营销优化策略构想，以及在互联网环境下伊利安慕希营销策略优化的实施保障，使其逐步完善产品内容，提升市场竞争力，更好的满足消费者需求，同时为其他相关企业在互联网经济时代下市场营销策略的制定提供相关意见和借鉴建议。 | |
| 英文摘要： | With the continuous development of social economy and the continuous improvement of people's living standards, consumers' consumption of dairy products has increased year by year. As a product that can be sold and stored at room temperature, pasteurized yogurt has been very popular among consumers in recent years. As a brand of pasteurized yogurt that has been very popular in the market in recent years, Yili Ambrosial marketing strategy and marketing model are worthy of in-depth study. This article focuses on the marketing environment of the industry market where Yili Ambrosial is located. Macro and micro analysis, and through STP analysis, 4Ps marketing strategy and other classic marketing theories to conduct a comprehensive analysis of Ambrosial current marketing situation, sort out the advantages and disadvantages of Yili Ambrosial and other pasteurized yogurt competitors, and in the Internet economy era Next, a new marketing optimization strategy is proposed for Yili Ambrosial, as well as the implementation guarantee for the optimization of Yili Ambrosial marketing strategy in the Internet environment, so that it will gradually improve product content, enhance market competitiveness, and better meet consumer needs. At the same time, it provides relevant opinions and reference suggestions for other related companies in the formulation of marketing strategies in the Internet economy era. | |
| 查看全文： | 预览 下载(下载需要进行登录) |