市场营销专业毕业论文《浅析特伦苏营销策略》详解.docVIP

浅析蒙牛特仑苏的营销策略 摘要 随着我国社会主义市场经济的不断繁荣发展，我国国内液态奶市场出现了日益繁荣的局面，由于受到三聚氰胺事件和蒙牛OMP事件的影响，对我国的乳制品企业来说机会与危机并存，同时加强了乳制品企业对液态奶市场营销分析，因此本文以蒙牛特仑苏为研究对象，对特仑苏市场营销过程中应注意的实际问题与解决办法进行阐述，分析特仑苏的内部优势，内部劣势，外部机会与外部威胁。并投入资金加强奶源建设，重视产品质量，杜绝虚假宣传，制定长期策略消除三聚氰胺事件的影响，并为特仑苏走出困境提供了新的思路。通过本文对特仑苏问题的解决方案，帮助蒙牛特仑苏改变目前不利局面，促进了我国乳品市场的繁荣发展。 关键词：特仑苏；SWOT分析；营销策略 Abstract: In this paper, it use Deluxe Milk as the research object, analyzing the problem of Deluxe milk in depth and using marketing theory to giving some reasonable marketing tactics for Deluxe Milk. In the first part, this paper points out purpose, research status quo and measures, as well as innovations. The second part describes the status quo of liquid milk and the Deluxe milk’s positioning tactics. The third part uses the SWOT tool to analyze Deluxe milk’s strengths and weaknesses, external opportunities and threats. The fourthly Part grounds on the analysis of the third part, considering Deluxe milk’s strengths and opportunities, weaknesses and threats, it gives seven marketing tactics. The fifth part of the paper made a conclusion that must be integrated use of product tactics, pricing tactics, channel tactics and promotion tactics to solve marketing problems in the Deluxe milk. 目 录 内容摘要．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．Ⅰ Abstract．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．Ⅱ 1 导言．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．1 1.1 写作目的．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．1 1.2 相关研究现状．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．1 1.3 研究方法．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．3 1.4 创新点与进一步展开的研究．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．4 2 我国液态奶市场现状．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．4 2.1 液态奶市场近况．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．4 2.2 蒙牛特仑苏的概况．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．5 特仑苏产品的SWOT分析．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．8 特仑苏的内部优势(Strength)．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．8 3.2 特仑苏的内部劣势(Weakn