联系我们

论文查询结果	返回搜索

论文编号：	13634
作者编号：	2320190659
上传时间：	2022/12/5 13:02:29
中文题目：	飞京公司和牛产品的营销策略优化研究
英文题目：	Research on marketing strategy optimization of Wagyu products of Feijing Company
指导老师：	牛建波
中文关键字：	和牛；零售；营销策略
英文关键字：	wagyu beef; retail; marketing strategy
中文摘要：	和牛是当今世界公认的品质最优秀的良种肉牛，其出产的肉细嫩多汁，风味独特，且脂肪均匀分布在肌肉当中，形成漂亮的雪花状纹理，多被称之为“雪花肉”。由于和牛肌肉及脂肪中饱和脂肪酸含量很低、营养价值极高，故而也受到全球牛肉爱好者的追捧。随着中国迈进全面小康社会，居民消费结构的逐步升级，人们的消费习惯正从“想吃肉”逐渐升级到“吃好肉”。为了满足国内消费者对于优质牛肉蛋白质的摄入需求，我国于2002年引入和牛牛种并在国内进行杂交，经过多年的饲养繁育及更新迭代，国产和牛开始走入大众视野并逐渐成为了中国高端餐饮食材中的重要角色。 本文的研究对象飞京公司从事和牛批发领域已有10年，当前飞京公司正处于由批发领域向零售转型升级的阶段，本文作者作为飞京公司的创立人之一，从公司成立至今一直负责产品的营销管理工作，针对当前的市场环境和飞京公司的实际状况，作者建议，为了配合公司的战略转型，公司管理层亟需在传统营销管理方式上做出改革和创新，同时寻找新的利润增长点。作者以市场营销的相关理论为依据，对飞京公司和牛产品，在新的营销环境下如何制定与企业实际情况相符的营销策略进行探索研究。首先，作者就和牛的概念及发展历程做了简单概括，然后介绍了国内外和牛的市场环境，接下来分析了行业总体现状及竞争对手的情况。在简单介绍了飞京公司及旗下和牛产品之后，详细分析总结了公司的营销现状和存在的问题以及产生这些问题的原因。接着，以STP营销战略、4p营销策略及社交媒体营销理论为基础，针对营销中存在的问题进行层层拆解，研究出切实可行的解决方案，并以点到面形成了全新的营销策略。最后，本文为新的营销策略设立了相应的保障措施。本文的研究以解决当前环境下飞京公司零售产品的销量增长和利润提升的问题为主要目标，同时，本研究的成果对其它小微肉类生鲜企业制定营销策略也有一定的借鉴意义。 关键词：和牛；零售；营销策略
英文摘要：	Abstract Wagyu beef is recognized as the best quality thoroughbred beef cattle in the world today. The meat produced by Wagyu beef is tender and juicy with unique flavor, and the fat is evenly distributed among the muscles, forming beautiful snowflake texture, which is often called "snowflake meat". Wagyu beef is also highly sought after by beef lovers around the world because of its low content of saturated fatty acids in muscle and fat and its high nutritional value. As China steps into an all-round well-off society and the consumption structure of residents is gradually upgraded, people's consumption habits are gradually upgraded from "wanting to eat meat" to "eating good meat". In order to meet the demand of domestic consumers for high quality beef protein intake, China introduced Wagyu cattle in 2004 and hybridized in the country. After years of breeding and updating iterations, domestic Wagyu cattle began to walk into the public's vision and gradually became an important role in China's high-end food ingredients. In this paper, the research object of Feijing company engaged in the wholesale and cattle field for 10 years, the current is in Feijing company by the field of wholesale to retail in the stage of transformation and upgrading, the author as one of the founder of Feijing company, the company since its establishment has been responsible for the management of product marketing, according to the current market environment and the actual condition of Feijing company, the author suggests, In order to cooperate with the strategic transformation of the company, the management of the company needs to make reform and innovation in the traditional marketing management mode, and find new profit growth points. Based on the relevant theories of marketing, the author explores and studies how to formulate marketing strategies consistent with the actual situation of Feijing company's Heniu products in the new marketing environment. First, the author briefly summarized the concept and development process of Wagyu, then introduced the market environment of Wagyu at home and abroad, and then analyzed the overall status of the industry and the situation of competitors. After A brief introduction of Company Feijing and its Wagyu products, a detailed analysis and summary of the company's marketing status and existing problems as well as the causes of these problems. Then, based on STP marketing strategy, 4p marketing strategy and social media marketing theory, the existing problems in marketing were dismantled layer by layer, and feasible solutions were studied, and a new marketing strategy was formed from point to surface. Finally, this paper sets up the corresponding safeguard measures for the new marketing strategy. The research of this paper aims to solve the problem of sales growth and profit improvement of Feijing company's retail products under the current environment. At the same time, the results of this research also have certain reference significance for other small and micro meat fresh enterprises to develop marketing strategies. Key words: wagyu beef; retail; marketing strategy
查看全文：	预览  下载(下载需要进行登录)