希悦面包坊市场营销策略的研究.doc

摘 要 希悦面包坊成立于2006年，成立之初，就当时相对于现在简单许多的营销环境来说，希悦系列糕点取得了骄人的业绩。然而，三年后的现在，市场出现了桃李、好利来、富丽华等一系列的西式、中式糕点，他们的出现无疑加剧了市糕点市场的竞争。从原料进货、糕点制作两方面来看，希悦确实做到了许多糕点企业没有做到的，也因此而赢得广大消费者的认可。但是，在激烈的市场竞争中，仅仅依仗产品还是远远不够的，就其糕点的市场营销方面来说，希悦仍然需要进一步提高。 本文首先从希悦面包坊营销现状入手，着重分析了希悦面包坊的销售形式、品牌推广、产品类别、店面覆盖范围。由浅入深，进而就市场糕点类食品的市场潜力及糕点市场上竞争对手进行分析，通过比对发现希悦面包坊在市场营销中存在的问题：促销手段单一，促销品率偏低；不注意收集、研究消费者信息反馈；员工服务态度不一；对希悦的品牌推广力度不足。通过对问题进行总结分析之后，针对这些问题提出相应的解决对策：转变营销侧重点；完善客户信息反馈系统；做定期或不定期的员工服务意识培训；系统宣传希悦面包坊的企业形象。通过以上的解决对策的实施，希望可以对希悦面包坊的发展壮大提供帮助。 关键词：糕点市场；希悦面包坊；营销策略 The Study on Marketing Strategy of Hope＆Love BakeryDandong Hope＆Love Bakery established in 2006, beginning was established, at that time was opposite in the present simple many marketing environment, hoped the pleased series cakes and pastries to obtain arrogant persons achievement. However, three year later present, Dandong market presented the students, the good advantage to Flihua and so on a series of western-style, the Chinese type cakes and pastries, their appearance intensified Dandong cakes and pastries market competition without doubt. Looking from raw material inventory, the cakes and pastries manufacture two aspects, hoped pleased makes Dandong many cakes and pastries enterprises not to do truly, also therefore won the general consumers approval. But, in the intense market competition, takes advantage of the product to be not enough merely, its cakes and pastries market marketing aspect, hopes pleased still needed to further enhance. At the first of article, Hope＆Love Bakery marketing present situation from Dandong to obtain, analyzed Dandong to hope the pleased bread work place emphatically the sales form, the brand promotion, the product category, the shop front coverage area .hrough compared to discovered that Dandong Hope＆Love Bakery bread work place the question which exists in the market marketing: The promotion method is unitary, the promotion rate is somewhat low; Does not pay attention to the collection, to study the consumer information