联系我们

论文查询结果	返回搜索

论文编号：	14356
作者编号：	2320213808
上传时间：	2023/12/12 14:14:46
中文题目：	乐檬公司食品原料营销策略及其实施保障研究
英文题目：	Research on Lemon Company''s Food Ingredient Marketing Strategy and Implementation Assurance
指导老师：	李桂华
中文关键字：	乐檬公司；食品原料；市场营销策略；工业品
英文关键字：	Lemont Company；Food Raw Materials；Marketing Strategy；Industrial Products
中文摘要：	中国工业品和食品行业快速发展、科技创新、品牌建设和可持续发展，面临食品安全和质量挑战。食品配料与食品安全紧密相关，消费者关注安全性、透明度和健康需求，健康食品原料替代食品添加剂趋势兴起，消费者倾向天然原料和功能性食材。柑橘纤维作为食品原料替代品具有潜力，满足健康和可持续发展需求。乐檬公司从食品添加剂的生产销售向天然食品原料柑橘纤维的生产销售转型，为了实现乐檬公司的柑橘纤维在乳品和调理肉制品中的应用推广，寻求持续发展，乐檬公司必须重新审视当前营销不足之处，寻找行之有效的营销方法。该营销方案对食品配料乃至工业品营销有着广泛的指导意义。 本论文旨在探索适用于乐檬公司的市场营销策略组合，并对其营销现状进行剖析和研究。通过查阅国内外专家的研究成果、回顾经典理论和方法，并结合食品行业发展情况以及对乳品和预制菜行业的深入分析，本研究得出了乐檬公司营销存在的问题，包括目标市场定位模糊、技术应用不足、乳制品推广客户群体定位偏移、应用技术局限以及营销梯队不健全等。针对这些问题，本研究提出了优化的营销策略，包括强调产品性能优秀和品质稳定、提供卓越的技术服务和务实的解决方案，以及打造创新、专业、专注的品牌形象。为保证策略实施，本研究还制定了相应的保障措施，包括人力资源保障、制度保障和数据信息建设保障。然而，本研究存在时间和资源限制，数据来源主要依赖于文献资料和公司内部数据，因此还需要进一步深入研究和采用更多的实证研究方法。展望未来的研究，可以从市场和客户角度出发，深入研究投入资源和产生效果的环节，加强对客户关系的研究，包括客户行为分析和客户关系管理系统分析。相信通过这些研究方向的探索，不仅可以提升研究水平，还可以为相关企业或行业提供有益的研究成果和赋能。
英文摘要：	The Chinese industrial and food sectors are experiencing rapid development, technological innovation, brand building, and sustainable growth. However, they also face challenges in terms of food safety and quality. Food ingredients play a crucial role in ensuring food safety, and consumers are increasingly concerned about safety, transparency, and health requirements. There is a rising trend towards using healthy food ingredients as substitutes for food additives, with consumers preferring natural and functional ingredients. Citrus fiber, as a substitute food ingredient, holds great potential in meeting the demands for health and sustainable development. Lemont Company is transitioning from the production and sale of food additives to the production and sale of natural food ingredient, citrus fiber. In order to promote the application of Lemont Company's citrus fiber in dairy and processed meat products, and to achieve sustainable development, it is necessary to reevaluate the current marketing shortcomings and seek effective marketing methods. This marketing plan has broad implications for the marketing of food ingredients and even industrial products. This paper aims to explore the marketing strategy combination suitable for Lemont Company and analyze its current marketing situation. By reviewing the research findings of domestic and foreign experts, revisiting classic theories and methods, and combining the development of the food industry with in-depth analysis of the dairy and pre-packaged vegetable industries, this study identifies the marketing problems faced by Lemont Company, including vague target market positioning, insufficient technological application, misalignment in targeting the dairy product promotion customer base, technological limitations, and inadequate marketing team. To address these issues, this study proposes optimized marketing strategies, including emphasizing excellent product performance and stable quality, providing outstanding technical services and practical solutions, and building an innovative, professional, and focused brand image. To ensure the implementation of these strategies, corresponding safeguard measures are also formulated, including human resources, institutional, and data information construction safeguards. However, this study has limitations in terms of time and resources, with data primarily relying on literature and internal company data, thus further in-depth research and the adoption of more empirical research methods are needed. Looking ahead to future research, it can start from the perspectives of the market and customers, delve into the links between resource allocation and effectiveness, and strengthen research on customer relationships, including customer behavior analysis and customer relationship management system analysis. It is believed that through exploration in these research directions, not only can the research level be enhanced, but also beneficial research findings and empowerment can be provided to relevant companies or industries.
查看全文：	预览  下载(下载需要进行登录)