学生论文
|
论文查询结果 |
返回搜索 |
|
|
|
| 论文编号： | 15124 | |
| 作者编号： | 2320224146 | |
| 上传时间： | 2024/12/10 17:14:22 | |
| 中文题目： | 蒙牛常温高端奶特仑苏营销策略研究 | |
| 英文题目： | Research on Marketing Strategy of Mengniu DELUXE | |
| 指导老师： | 杜建刚 | |
| 中文关键字： | 特仑苏；高端乳品；营销策略 | |
| 英文关键字： | DELUXE；High-end dairy products；marketing strategy | |
| 中文摘要： | 摘要 随着国民经济与科技的高质量发展，人民生活水平的显著提升和健康意识的不断增强，国内乳制品市场尤其是高端乳品领域迎来了前所未有的发展机遇，消费者对高品质、高营养、功能化乳制品的需求日益增长，推动了国内乳品行业高端奶品类的发展。 特仑苏是2005年由蒙牛乳业推出的国内第一款定位高端的纯牛奶，在随后的近二十年间，凭借其卓越的品质、精准的定位和优秀的市场营销策略，在国内高端乳品市场中表现优异，并在2023年实现了326亿元的销售额。 特仑苏作为国内高端奶品的领军者，其发展路径和营销策略都值得深入研究。本文在相关市场营销理论的指导下，理论与实践经验相结合的方式对蒙牛乳业的特仑苏的营销策略进行了深入研究。首先对高端奶市场的宏观环境和行业现状做了分析，其次梳理了特仑苏的营销现状并基于购物平台选取了客户评论信息，对数据进行统计归纳分析，形成消费者视角的现状分析。综合环境分析以及竞争分析和消费者视角下的问题分析，运用营销STP理论和营销4P理论详细分析特仑苏现行定位及营销策略并提出改进建议，最后对营销策略的有效实施落地所需要的各项保障进行说明。 无论市场环境如何波动与变化，企业都需保持敏锐的市场洞察力，灵活调整自身策略以适应这些变化；结合自身优势，准确地把握市场的发展趋势和消费者需求的变化，从而制定出符合时代潮流和市场需求的营销策略。 关键词：特仑苏；高端乳品；营销策略 | |
| 英文摘要： | Abstract With the high-quality development of the national economy and technology, as well as the significant improvement in people's living standards and the increasing awareness of health, the domestic dairy market, especially the premium dairy segment, has ushered in unprecedented development opportunities. Consumers' demand for high-quality, nutrient-rich, and functional dairy products is growing, driving the development of premium dairy categories within the domestic dairy industry. Introduced by Mengniu Dairy in 2005, DELUXE was the first domestically positioned premium pure milk in China. In the following nearly two decades, with its excellent quality, precise positioning, and outstanding marketing strategies, DELUXE has performed exceptionally well in the domestic premium dairy market, achieving sales of RMB 32.6 billion in 2023. As the leader of domestic premium dairy products, DELUXE's development path and marketing strategies deserve in-depth study. Guided by relevant marketing theories, this paper conducts an in-depth study of Mengniu Dairy's marketing strategies for DELUXE through a combination of theoretical and practical experiences. Firstly, it analyzes the macro-environment and industry status of the premium dairy market. Secondly, it summarizes the current marketing situation of DELUXE and selects customer review information from shopping platforms for statistical and inductive analysis, forming a consumer perspective analysis of the current situation. Based on the comprehensive environmental analysis, competitive analysis, and consumer-perspective problem analysis, the paper uses the marketing STP theory and marketing 4P theory to analyze DELUXE's current positioning and marketing strategies in detail and proposes improvement suggestions. Finally, it explains the various safeguards required for the effective implementation of the marketing strategies. Regardless of fluctuations and changes in the market environment, enterprises need to maintain a sharp market insight and flexibly adjust their strategies to adapt to these changes. By combining their own advantages and accurately grasping market trends and changes in consumer demand, enterprises can formulate marketing strategies that conform to the trend of the times and market demands. Key words：DELUXE；High-end dairy products；marketing strategy | |
| 查看全文： | 预览 下载(下载需要进行登录) |