天友公司乳制品营销策略研究.doc

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  • 更新时间:2016-02-07
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摘要:随着人们生活水平的提高,乳制品已走入了千家万户,市场的竞争越来越激烈。相比于全国性品牌天友乳业想要继续生存发展壮大其中最为关键的就是其营销手段策略。针对天友乳制品公司的营销策略进行分析解剖,无论是对中国乳制品行业的长远发展,还是对天友乳制品公司本土品牌的具体营销工作,都具有积极的指导作用。由于乳品保质期的制约,相对于其他消费品而言,乳品营销较为复杂,营销策略也存在差异,乳制品企业应根据当前市场形势的发展,制定相应的营销策略。

   本文采用市场调研法、实证分析法等方法,对天友乳制品公司的营销策略进行了分析。分析了天友乳制品公司的产品策略、价格策略、渠道策略、促销策略的现状,分析了天友乳制品公司存在的促销宣传,力度不够、产品更新过慢、产品创新不够、网络销售几乎没有等问题。提出了提高促销效应、加快产品的更新进度、注重新产品的开发、发展电子商务,进驻网络商城、拓宽渠道,扩展市场等的改进措施。旨在为天友乳制品公司营销管理决策提供有益的参考。

关键词:天友公司 品牌 营销  策略

 

ABSTRACT:With the improvement of living standards, dairy products into homes, the market competition is more and more fierce. Compared to national brands day friend dairy wants to survive development one of the most critical is the marketing strategy. On day friend anatomy of the dairy companies marketing strategy analysis, whether for the long-term development of China's dairy industry, or dairy company of day local brand specific marketing work, has a positive guiding role. Because of dairy products shelf life constraints, relative to other consumer products, dairy marketing is relatively complex, the marketing strategy is different, dairy enterprises should according to the development of the current market situation, formulate the corresponding marketing strategy. 

   In this paper, the methods of market research method, empirical analysis method, to the marketing strategy of the dairy companies are analyzed. Analyzed day friends dairy company product strategy, price strategy, channel strategy, promotion strategy of the status quo, analyzes the promotion day friend dairy companies, inadequate, insufficient product update too slow, product innovation, network sales almost no problem. Put forward to improve promotion effect, accelerate the update of the product, pay attention to the development of new products, development of electronic commerce, in online shopping, broaden the channels, expand the market, etc. Improvement measures. As day friend dairy companies marketing management decision-making provide the beneficial reference. 

Keywords:Day company ;brand;marketing;strategy

 

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