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论文编号：	15148
作者编号：	2320223834
上传时间：	2024/12/10 22:26:14
中文题目：	T公司宠物食品风味剂营销策略研究
英文题目：	Research on the marketing tactics of T company’s pet food flavorings
指导老师：	任星耀
中文关键字：	营销组合策略，市场定位，宠物食品风味剂，适口性解决方案
英文关键字：	Marketing mix tactics, Market positioning, Pet food flavorings, Palatability solutions
中文摘要：	随着我国经济社会的持续进步与文化的多元化发展，伴随着人口老龄化趋 势的加剧以及丁克家庭、不婚现象的日益普遍，我国的宠物行业迎来了前所未 有的发展机遇，逐步迈向成熟阶段，宠物饲养的需求显著增长。据统计，2023 年全 球宠物食品市场规模为 1340.3 亿美元，其中美国市场规模 532.3 亿美元， 占比 40%，中国宠物食品行业规模为 76.4 亿美元（532.9 亿元），占比 6%，位 列全球第三。与此同时，宠物食品风味剂市场规模约为 5 亿-10 亿，其中国际 行业巨头法国 SPF（DIANA）占中国市场的 50%，T 公司宠物食品风味剂目前 在国内的市场占有率为 15%。本文以T 公司为研究对象，在面对发展空间广阔 但行业竞争激烈的宠物食品市场，帮助企业找出营销问题，并设计营销提升策 略，助力其发展。 本文首先介绍了宠物食品风味剂的定义、功能及用途，总结了相关营销理 论并对 T 公司概况和发展历程做了介绍；分析了T 公司宠物食品风味剂的行业 宏观环境和竞争环境，结合 T 公司宠物食品风味剂的优势、劣势、机遇、威胁， 对其进行 SWOT 分析，以求发挥优势、克服弱点、利用机会、避开威胁；又对 T 公司宠物食品风味剂面临的问题进行分析，为后续的营销策略提升提供思路。 作者经过精细化的市场细分，选定符合 T 公司宠物食品风味剂发展的目标 市场，以“提供个性化定制的适口性解决方案”作为市场定位。在产品方面， 丰富产品类型，采用多样化发展的产品策略应对宠物食品的多元化；在定价上， 根据不同宠物食品类型、口味要求、功能要求等客户需求进行差异化定价；渠 道上打破现有单一直销渠道模式，采用直销与分销并存的渠道策略；促销上进 一步完善促销方式，增加有可行性的自媒体营销沟通；在人员和服务方面，提 升销售团 队及辅助人员整体水平，提供专业化、顾问式的服务，快速响应客户 需求，从售前、售中、售后三个阶段优化服务细节；采用线上线下多角度的有 形展示，提升T公司宠物食品风味剂的品牌价值。最后，作者从企业文化与研 发技术、人力资 源和财务资金、产品品质及供应商三个方面阐述 T 公司宠物 食品风味剂营销策略提升的有力保障。本文的研究成果，一方面有助于提升 T 公司宠物食品风味剂的市场竞争力，促进企业可持续发展；另一方面也为我国 宠物食品风味剂制造企业的市场定位及营销策略制定提供一些参考。
英文摘要：	With the continuous progress of China's economy and society and the diversified development of culture,as well as the intensification of the aging trend of the population and the increasing prevalence of DINK families and non-marriage,China's pet industry has ushered in unprecedented development opportunities,gradually moving towards a mature stage,and the demand for pet breeding has significantly increased.According to statistics,the 2023 global pet food market is worth US $134.03 billion,of which the US market is worth US $53.23 billion,accounting for 40%.The Chinese pet food industry is worth US $7.64 billion (53.29 billion yuan),accounting for 6% , third in the world. At the same time, pet food flavorings agent market is about 50-100 million,of which international industry giant France SPF (Diana) accounted for 50% of the market in China,T company's pet food flavorings current market share in the domestic market is 15% . In this thesis, T company as the research object,in the face of the development of a broad space but industry competition incentive pet food market,to help enterprises to find out the marketing problems, and design marketing promotion strategy, help its development. This thesis first introduces the definition, function and use of pet food flavorings agent, summarizes the relevant marketing theory and makes a brief introduction to the general situation and development history of T company;This thesis analyzes the macro-environment and competitive environment of pet food flavorings agent in T company,and makes a SWOT analysis of pet food flavoring agent according to its advantages, disadvantages and opportunities and threats,in order to give full play to its advantages, overcome its weaknesses,take advantage of opportunities, avoid threats,and T company pet food flavorings facing problems are analyzed,providing ideas for the promotion of follow-up marketing strategies. After fine market segmentation,the author selected the target market which accords with T company's pet food flavorings agent development,and takes "Providing customized palatability solution " as the market positioning.In the product aspect, the rich product type,uses the diversification development productstrategy to respond to the pet food diversification;in the price, according to different types of pet food, taste requirements, functional requirements and other customer needs to carry out differential pricing;To further improve the promotion methods,increase the feasibility of self-media marketing communication;in terms of personnel and services,to enhance the overall level of the sales team and support staff, to provide professional, consultant-style services, fast response to customer demand,optimize service details from three stages:pre-sale,in-sale and after-sale. Finally,the author elaborates on the strong guarantees for the improvement of T company's marketing strategy for pet food flavorings from three aspects:corporate culture and R&D technology,human resources and financial capital,product quality and suppliers.The research results of this thesis,on the one hand,help to enhance the market competitiveness of T company pet food flavorings agen,promote the sustainable development of enterprises;On the other hand,it also provides some references for the market orientation and marketing strategy of pet food flavorings agent manufacturing enterprises in our country.
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