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论文编号：	14930
作者编号：	2320213854
上传时间：	2024/12/6 16:16:51
中文题目：	HH乳品公司调制乳营销策略优化研究
英文题目：	Research on Optimizing the Marketing Strategy of HH Dairy Company''''''''s Blended Milk Mix
指导老师：	孟繁强 副教授
中文关键字：	调制乳；营销策略；SICAS 模型
英文关键字：	Blended Milk Mix;Marketing strategy; SICAS marketing
中文摘要：	过去 20 多年，随着中国居民消费能力的不断提升，消费者对于乳制品的诉 求逐渐向“更高品质”转移。然而，2023 年至今，乳品行业，尤其是调制乳市 场，进入到“奶周期”的下滑通道。首先，原奶供应充裕，消费增长滞缓，导 致供需之间的增长不匹配，整个行业进入到以价格战为主的市场竞争中，企业 利润下滑，大部分中小型乳企增长停滞。其次，调制乳产品门槛低，产品同质 化严重等问题让该市场竞争更为激烈。同时，经查阅文献，目前学术界的研究 更多是乳品企业如何优化营销策略，对于调制乳这类产品的营销模式研究较少。 基于上述情况，对区域型乳企 HH 乳品公司的调制乳营销策略进行优化研究具有 必要的现实意义。 HH 乳品公司历经 67 年的发展，确立了天津奶制品市场的主导地位。本文 通过文献阅读法、实地调研法和访谈分析法，首先对 HH 乳品公司所处的宏观营 销环境进行了分析，运用了 PEST 模型和波特五力模型评估了乳品行业的整体发 展趋势及竞争格局。对 HH 乳品公司调制乳的营销策略进行全面分析和诊断发 现，目前的营销策略存在品牌用户感知度缺失、营销内容乏味无趣、与消费者 交流沟通效果差、产品购买体验不佳、不能很好的刺激消费者对产品的反馈分 享等问题。其中，通过访谈的形式与党委书记兼董事长和市场部经理、一线员 工以及消费者进行沟通，从内部员工和消费者双重视角了解业务推进过程中存 在的营销问题。之后运用营销工具，提出了基于调制乳的营销策略优化方案。 提出的优化策略涵盖了 4P 营销理论和 SICAS 模型中的关键要素，着重强调了通 过整合营销扩大消费者感知、趣味化内容提升消费者兴趣、提升消费者交互体 验、精准营销优化购买体验、打造社群化分享平台的基于 SICAS 模型的调制乳 营销策略设计。这样能够更好地应对当今数字化时代的消费者行为变化，推动 品牌的传播与认同。最后陈述了如何通过企业文化手段、数字化手段和组织保 障措施，推动企业将这些策略落实到生产和管理实践中。 通过对 HH 乳品公司调制乳营销策略的优化，能够帮助 HH 乳品公司更好地 应对市场变化，提升市场竞争力。研究对于乳品企业迎合新零售发展趋势进行 数字化转型，优化线上-线下协同的营销策略，同样具有重要理论价值。
英文摘要：	Over the past 20 years, with the continuous improvement of Chinese residents' consumption power, consumers' demands for dairy products have gradually shifted to "higher quality". However, from 2023 to the present, the dairy industry, especially the milk market, has entered the "milk cycle" down the channel. First of all, the supply of raw milk is abundant, and the growth of consumption is slow, resulting in a mismatch between supply and demand, and the entire industry has entered the market competition dominated by the price war, corporate profits have declined, and most small and medium-sized dairy enterprises have stagnated. Secondly, the low threshold of milk products and the serious homogenization of products make the market more competitive. At the same time, after consulting the literature, the current academic research is more about how to optimize the marketing strategy of dairy enterprises, and less about the marketing model of such products as mixed milk. Based on the above situation, it is necessary and practical significance to optimize the marketing strategy of regional dairy company HH Dairy. After 67 years of development, HH Dairy Company has established the leading position in Tianjin dairy market. Through literature reading, field investigation and interview analysis, this paper first analyzes the macro marketing environment of HH Dairy company, and uses PEST model and Porter's Five Forces model to assess the overall development trend and competition pattern of the dairy industry. The comprehensive analysis and diagnosis of HH Dairy company's marketing strategy of milk mixing found that the current marketing strategy has problems such as lack of brand user perception, boring marketing content, poor communication effect with consumers, poor product purchase experience, and can not stimulate consumers' feedback and sharing of products. Among them, I communicated with the Secretary and chairman of the Party Committee, the marketing manager, frontline employees and consumers through interviews, and understood the marketing problems existing in the process of business promotion from the dual perspectives of internal employees II Abstract and consumers. Then, using marketing tools, an optimization plan of marketing strategy based on milk modulation is proposed. The proposed optimization strategy covers the key elements of 4P marketing theory and SICAS model, and emphasizes the SICAS model-based marketing strategy design of blended milk through integrated marketing to expand consumer perception, enhance consumer interest with interesting content, enhance consumer interaction experience, optimize purchase experience with precision marketing, and create a community sharing platform. This can better respond to the changes in consumer behavior in today's digital era and promote brand communication and identity. Finally, it states how to promote enterprises to implement these strategies into production and management practice through corporate culture means, digital means and organizational safeguards. The optimization of HH Dairy Company's milk marketing strategy can help HH Dairy company better cope with market changes, enhance market competitiveness. The research also has important theoretical value for dairy enterprises to adapt to the development trend of new retail to carry out digital transformation and optimize the marketing strategy of online-offline collaboration.
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