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论文编号：	15830
作者编号：	2320233741
上传时间：	2025/12/10 16:45:31
中文题目：	来伊份公司整合营销传播战略研究
英文题目：	Research on the Integrated Marketing Communication Strategy of Laiyinfen Co. Ltd.
指导老师：	申光龙
中文关键字：	休闲食品；整合营销传播；利益相关者；渠道协同；数据驱动
英文关键字：	Snack Food; Integrated Marketing Communication; Stakeholder; Channel Synergy; Data-Driven
中文摘要：	在经济全球化进程加速与消费升级趋势深化的双重驱动下，中国休闲食品产业迎来了前所未有的发展机遇。然而，伴随着行业快速扩张，一系列结构性矛盾也日益凸显：产品同质化现象加剧导致品牌差异化竞争难度加大，消费需求碎片化对精准营销提出更高要求，数字化浪潮冲击传统渠道模式引发渠道变革。作为产业领军企业，来伊份已建立起包括原料采购、生产加工、物流配送和终端销售在内的全产业链布局，占据了一定市场份额。然而，近年来该企业正面临多重发展瓶颈：一方面，三只松鼠、良品铺子等新兴品牌通过差异化定位和数字化营销快速抢占市场份额；另一方面，企业面临线上线下协同不足、用户粘性下降等问题。本研究通过分析来伊份营销战略，剖析其挑战与机遇，提供理论结合实践的解决方案，并为休闲食品行业转型提供参考。 本研究采用理论分析与实证研究相结合的方法论体系，以整合营销传播理论为核心框架，采用SWOT模型全面分析企业内外部环境；运用案例研究法深入剖析来伊份营销现状，包括品牌定位、渠道布局、营销策略等关键要素；通过高管访谈获取公司内部经营情况的第一手资料，确保研究数据的真实性和可靠性。这种多方法融合的研究设计，既能从宏观层面把握行业发展规律，又能从微观层面深度分析私域管理和消费者行为特征，既确保理论支撑的严谨性，又兼顾实践问题的针对性，为战略优化提供科学依据和决策参考。 研究发现，来伊份当前营销体系存在三个关键问题：利益相关者协同不足导致资源整合效率低下，数据孤岛现象阻碍营销决策的科学性，渠道协同机制缺失影响客户流量转化效率。针对这些问题，本研究基于整合营销传播理论，构建了来伊份公司的战略框架，该框架包含三个核心模块：利益相关者管理体系、全域数据整合管理体系以及全渠道协同管理体系。该研究不仅为来伊份突破营销瓶颈提供了系统化的解决方案，更通过构建标准化的方法论体系，为休闲食品行业应对数字化时代的渠道碎片化挑战提供了可复制的理论模型和实践路径。这些研究成果对于推动休闲食品行业的数字化转型和营销升级具有重要的理论创新价值和实践指导意义。
英文摘要：	Driven by the acceleration of economic globalization and the deepening trend of consumption upgrading, China's snack food industry has encountered unprecedented development opportunities. However, with the rapid expansion of the industry, a series of structural contradictions have become increasingly prominent: intensified product homogenization has made brand differentiation more challenging, fragmented consumer demands have raised the bar for precision marketing, and the digital wave has disrupted traditional channel models, prompting channel transformation. As an industry leader, Laiyifen has established a comprehensive industrial chain layout, including raw material procurement, production processing, logistics distribution, and terminal sales, securing a certain market share. Nevertheless, in recent years, the company has faced multiple development bottlenecks. On one hand, emerging brands such as Three Squirrels and Bestore have rapidly captured market share through differentiated positioning and digital marketing. On the other hand, Laiyifen itself struggles with insufficient synergy between online and offline channels and declining user loyalty. Against this backdrop, this thesis aims to systematically analyze Laiyifen's marketing strategy, deeply dissect its challenges and opportunities, and provide theoretically profound and practically valuable solutions to help it break through growth difficulties, while offering insights for the snack food industry to navigate market transformations. This thesis adopts a methodological framework that combines theoretical analysis and empirical research, with the integrated marketing communication (IMC) theory as the core framework. The SWOT model is employed to comprehensively analyze the internal and external environment of the enterprise. The case thesis method is used to delve into Laiyifen's current marketing status, including key elements such as brand positioning, channel layout, and marketing strategies. First-hand data on the company's internal operations are obtained through executive interviews to ensure the authenticity and reliability of the research data. This multi-method research design not only captures industry development trends at the macro level but also provides a micro-level analysis of private domain management and consumer behavior characteristics, ensuring both theoretical rigor and practical relevance, thereby offering a scientific basis and decision-making reference for strategic optimization. The thesis identifies three critical issues in Laiyifen's current marketing system: insufficient stakeholder collaboration leading to low resource integration efficiency, data silos hindering scientific marketing decision-making, and the lack of channel synergy mechanisms affecting customer traffic conversion efficiency. To address these issues, this thesis constructs a strategic framework for Laiyifen based on the IMC theory, which includes three core modules: a stakeholder management system, a comprehensive data integration management system, and an omnichannel collaboration management system. The thesis also proposes implementation guarantee mechanisms for the integrated marketing strategy, including key success factor analysis for strategy execution, management team configuration, and performance evaluation indicator systems. This research not only provides a systematic solution for Laiyifen to overcome marketing bottlenecks but also offers a replicable theoretical model and practical path for the snack food industry to tackle the challenges of channel fragmentation in the digital era. These findings hold significant theoretical innovation and practical guidance value for promoting the digital transformation and marketing upgrade of the snack food industry.
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