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论文编号：	15725
作者编号：	2320234077
上传时间：	2025/12/9 16:11:38
中文题目：	新乡凡高商贸有限公司营销策略研究
英文题目：	Research on the Marketing Strategy of Xinxiang Fangao Trading Co., Ltd.
指导老师：	张永强
中文关键字：	三四线城市；渠道下沉；快消品；餐饮渠道；营销组合策略
英文关键字：	Third and fourth-tier cities;Channel sinking;FMCG(Fast-Moving Consumer Goods);Catering channel;Marketing mix strategy
中文摘要：	当前，中国经济经过近三十年的高速增长期，逐渐呈现出稳中有进、质效提升的发展态势。在之前的经济高速增长期，一二线城市的经济发展提供了强有力的支撑。现阶段，三四线城市经济增长速度在部分领域表现出优于一二线城市的态势。 2024年中国快消品市场整体销售额仅增长0.8%，但三四线城市成为核心增长极，其中四线城市销售额增长5.5%。一二线城市市场趋于饱和，而三四线城市受益于城镇化推进、人口回流（如年轻劳动力返乡）及居民收入稳步增长，消费潜力持续释放。这些地区消费者对快消品的需求更偏向基础刚需与高性价比，与下沉市场的供给匹配度高，推动了销售增长。 随着消费升级和渠道下沉趋势的加速，三四线城市成为快消品行业的重要增长市场。本文以河南新乡凡高商贸有限公司为研究对象，聚焦其扎根三四线城市餐饮渠道的营销策略优化问题。 通过分析其所处河南新乡市场竞争格局、消费者行为特征及现有营销策略的不足，结合STP理论、4P营销组合、7P服务营销等框架，利用SWOT分析，波特五力模型探讨如何通过产品结构化调整、渠道精细化维护、价格策略灵活化应对及促销本地化等手段提升企业核心竞争力，以获得更高市场份额。研究提出，新乡凡高商贸公司需清晰市场定位、优化市场营销策略，强化终端网点覆盖，并依托区域特征提升公司品牌黏性，以适应低线城市消费者对基础刚需和高性价比的双重需求。 本文的研究成果为同类企业在三四线下沉市场餐饮渠道的营销实践提供了参考，同时为区域快消品经销商转型提供了策略思路。
英文摘要：	After nearly three decades of high-speed growth, China's economy has gradually entered a phase characterized by stable progress and improved quality and efficiency. During the previous high-growth period, the economic development of first- and second-tier cities provided strong support. At the current stage, the economic growth rate of third- and fourth-tier cities outperforms that of first- and second-tier cities in certain sectors. In 2024, the total sales volume of China's FMCG (Fast-Moving Consumer Goods) market grew by only 0.8%, yet third- and fourth-tier cities emerged as the core growth drivers—with fourth-tier cities recording a sales increase of 5.5%. While the markets in first- and second-tier cities tend to be saturated, third- and fourth-tier cities have seen sustained release of consumption potential, thanks to advancing urbanization, population return (e.g., young laborers returning to their hometowns), and steady growth in residents' income. Consumers in these regions show a stronger preference for basic necessities and cost-effective options in FMCG, which aligns well with the supply in the sinking markets (lower-tier markets), thereby driving sales growth. As the trends of consumption upgrading and channel sinking accelerate, third- and fourth-tier cities have become crucial growth markets for the FMCG industry. This paper takes Henan Xinxiang Fangao Trading Co., Ltd. as the research object, focusing on the optimization of its marketing strategies for rooting in the catering channel of third- and fourth-tier cities. By analyzing the competitive landscape of the Xinxiang market in Henan, consumer behavior characteristics, and the shortcomings of the company's existing marketing strategies, this paper combines frameworks such as the STP theory, 4P marketing mix, and 7P service marketing, and uses SWOT analysis and Porter's Five Forces Model to explore how to enhance the company's core competitiveness and gain a higher market share through measures including product structure adjustment, refined channel maintenance, flexible pricing strategies, and localized promotions. The study suggests that Xinxiang Fangao Trading Co., Ltd. needs to clarify its market positioning, optimize its marketing strategies, strengthen the coverage of terminal outlets, and improve brand stickiness based on regional characteristics to meet the dual demands of consumers in lower-tier cities for basic necessities and cost-effectiveness. The research findings of this paper provide a reference for similar enterprises in their marketing practices in the catering channel of the third- and fourth-tier sinking markets, and also offer strategic insights for the transformation of regional FMCG distributors.
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