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论文编号：	15538
作者编号：	2320234050
上传时间：	2025/12/5 11:42:33
中文题目：	Y生物科技公司天然代糖产品营销策略研究
英文题目：	Research on the Marketing Strategy of Natural Sweetener of Y Biotechnology Company
指导老师：	张永强
中文关键字：	Y生物科技公司；天然代糖；营销策略
英文关键字：	Y Biotech Co., Ltd.; Natural Sweetener; Marketing Strategy
中文摘要：	越来越多消费者倾向于为配料更健康的食品买单。购买食品时，看配料表和营养成分表已经从个体习惯变成消费新常态。“纯净配料”相关商品数量爆发式增长，“清洁标签”食品的成交额出现不同程度的倍增趋势。主打“0添加”的品牌与产品，还往往能在社交媒体上获得高频曝光与二次传播，建立其更健康的品牌心智。谁能率先“更健康”，谁就更有机会拿到通往下一个增长点的钥匙。Y生物科技公司早在2020年就成功上市了零卡糖系列的天然代糖，并迅速成长为天猫子类目销量TOP1的网红品牌。但销售渠道主要集中C端的线上电商，并未深入布局B端工厂渠道。企业 2025年开始的新一轮五年战略规划中将占领B端市场作为核心业务。 本文介绍了研究背景及意义，并指出所依据的营销理论和分析工具，以STP战略营销理论和4P营销组合理论为依据，在研究营销环境的基础上,从Y生物科技公司天然代糖的营销策略现状出发，通过市场调研,发现现有营销策略中存在的问题，从战略营销和营销组合策略的视角，阐述了营销优化策略的构想，并提出具有可操作性的相关保障措施。 该研究形成三项核心成果：其一，提出三维动态细分模型，融合行业属性、需求强度与价值潜力，突破传统细分局限，实现市场动态监测与精准识别，为中小企业复杂市场下的精准营销提供新思路；其二，构建“过度集中-动态协同”目标市场优化策略，通过多维度评估、新兴市场引擎构建及资源配置敏捷重构，解决目标市场选择盲目性与资源错配问题，助力动态市场资源高效配置与战略调整；其三，提出健康价值链生态系统理念，从价值定位升维、客户战略重组等维度，为中小企业在健康食品领域打造差异化竞争优势提供系统性方案，推动健康消费趋势下的可持续发展。 学术上，研究丰富了中小企业B2B营销策略理论体系，为天然代糖等领域提供针对性指导，并通过案例实证为动态市场策略优化提供范例，助力企业提升竞争力。实践层面，方案有望助Y公司突破B端增长瓶颈，实现市场份额与稳健发展；同行业中小企业可借鉴其策略优化思路，找到适配路径，提升市场竞争力与盈利能力。
英文摘要：	An increasing number of consumers are inclined to pay more for foods with healthier ingredients. Checking ingredient lists and nutrition labels has evolved from an individual habit into a new norm in consumer behavior. The number of products labeled with "clean ingredients" has seen explosive growth, while revenue from "clean-label" foods has multiplied to varying degrees. Brands and products emphasizing "zero additives" often gain high-frequency exposure and secondary dissemination on social media, strengthening their perception as healthier options. Whoever leads in being "healthier" stands a better chance of securing the key to the next growth driver. Y successfully launched its zero-calorie natural sweetener series as early as 2020, quickly growing into an internet-famous top-selling brand in its T-mall subcategory. However, its sales channels are primarily concentrated in consumer online e-commerce platforms, with limited penetration into business factory channels. The company has identified capturing the B-end market as its core focus in its new five-year strategic plan launched in 2025. This paper introduces the research background and significance, outlines the marketing theories and analytical tools applied (grounded in STP strategic marketing theory and the 4P marketing mix theory), and analyzes Y’s current marketing strategies for its natural sweeteners. Through market research, it identifies issues in existing strategies, proposes optimization concepts from the perspectives of strategic marketing and marketing mix, and presents actionable safeguard measures. The study yields three core achievements: First, a three-dimensional dynamic segmentation model integrating industry attributes, demand intensity, and value potential, which breaks through traditional segmentation limitations, enables dynamic market monitoring and precise identification, and offers new insights for precise marketing among SMEs in complex markets. Second, an "over-concentration to dynamic synergy" target market optimization strategy, addressing blind spots in target market selection and resource misallocation through multi-dimensional evaluation, emerging market capture mechanisms, and agile resource restructuring, thereby enhancing resource efficiency and strategic adaptability in dynamic markets. Third, a "healthy value chain ecosystem" concept, which provides systematic solutions for SMEs in the healthy food sector to build differentiated competitive advantages through value proposition elevation, customer strategy restructuring, and deep value chain collaboration, driving sustainable development amid health consumption trends. Academically, the research enriches the theoretical framework of SMEs’ B2B marketing strategies, offers targeted guidance for fields like natural sweeteners, and provides illustrative case studies for optimizing marketing strategies in dynamic markets, aiding enterprises in boosting competitiveness. Practically, the proposed solutions are expected to help Y break through its B-end growth bottleneck, expand market share, and achieve steady development. Meanwhile, SMEs in the same industry can draw on its strategy optimization concepts to identify adapted paths, enhancing their market competitiveness and profitability.
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