联系我们

论文查询结果	返回搜索

论文编号：	7717
作者编号：	2120132572
上传时间：	2015/12/1 14:33:48
中文题目：	宠物食品企业市场营销策略研究-以青岛海辰控股有限公司为例
英文题目：	The research of marketing strategies of pet food enterprises-take Qingdao Oceanking Holdings as example
指导老师：	杜建刚
中文关键字：	宠物食品；市场营销；营销策略
英文关键字：	pet food, marketing，marketing strategy
中文摘要：	中国已经成为世界上最具有发展潜力的经济大国之一, 随着我国经济增长和人们生活水平的提高, 我国的宠物产品市场已经进入了蓬勃发展阶段。2013年中国宠物产业销售额突破了900亿元人民币大关, 一举超越了很多传统行业；宠物狗的数量也超过一亿只,狗粮总产值超过100亿元人民币。中国的宠物食品市场成为国内外宠物食品生产企业的必争之地。中国的宠物食品行业逐步形成了具有可观规模的产业。目前雀巢、玛氏等国际著名的跨国快速消费品公司占据了中国大部分的中、高端市场；而国内宠物食品生产企业主要以低价格策略进入市场，缺乏完善和现代的市场营销策略，使自己在竞争中处于不利地位，难以与大的国际品牌进行抗衡。 本文参照STP理论、市场组合理论和环境分析工具，从理论联系实践的研究意义出发，针对宠物食品企业市场营销策略这一问题，以青岛海辰控股有限公司为例进行重点分析，最终得出我国宠物食品生产企业必须立足于本国市场才能完成由出口导向型向综合平衡型发展模式的转变，采取正确的市场营销策略才能提高自身竞争力，在与国际大品牌的竞争中立于不败之地。 全文共分六个部分：第一部分阐明本文研究的目的、意义和所采用的研究方法及框架；第二部分对目前的市场营销相关理论进行了回顾；第三部分基于我国宠物食品生产企业大环境背景,以青岛海辰控股有限公司为例，对其目前营销现状进行分析；第四、第五部分分别探讨了青岛海辰控股的品牌市场定位、营销策略的选择，并提出了青岛海辰控股营销策略实施的措施保障；第六部分基于市场和营销策略的发展趋势，在理论研究和综合分析的基础上，给出了本论文的结论。
英文摘要：	Along with the economic development and the living standards keep raising in our country, China has became one of the most development potential of economic power, and the market of pet products in China has entered the stage of fast development. In 2013 the total turnover of pet products industry exceeded 90 billion Yuan in China, which surpass many traditional industries; and the population of pet dog exceed 100 million, in the same time the output of dog food in China reach 10 billion Yuan. Chinese pet food market becomes a battleground for the pet food manufacturers at home and abroad. Pet food industry gradually becomes a substantial industry in China. Represented by Nestle and Mars, the international famous customer good manufactures, have taken most market share of middle and high end pet food market. But most local manufacturers still adopt low-price strategy to enter the market, they lack thorough and modern marketing strategies which lead to the disadvantages in competition with these international famous brands. According to the STP theory, market portfolio theory and market environment analysis tolls, this thesis starts from the significance of the combination of theory and practice, in view of the marketing strategies of pet food enterprises, focusing on analysis of Qingdao Oceanking Holdings as an example, eventually comes to the conclusion that Chinese pet food enterprises must be based on the domestic market to complete the change from the export oriented to the comprehensive balanced development mode, they need to take the right marketing strategies to improve their competitiveness in order to achieve an invincible position in the competition with foreign brands. It has six parts. The first part clarifies the purpose significance and research method and framework. The second part analyzes and reviews the theory of marketing management. The third part analyzes the current situation of pet food enterprises base on the current market environment background in China, takes Qingdao Oceanking Holdings as an example to do analysis of its marketing management. The fourth and fifth parts introduce and analyze the brands market positioning and marketing strategies adopted by Qingdao Oceanking Holdings and propose a series of marketing strategy implementation. The sixth part gives the dissertation conclusion based on the theory research and development trend of market and the marketing strategies.
查看全文：	预览  下载(下载需要进行登录)