某某公司开发威海功能奶市场建议书大学论文.docVIP

毕业论文（设计） 某某公司开发威海功能奶市场建议书 院（系）：人文与管理学院 专 业：工商管理 学 生：啊啊 导 师：啊啊 啊啊啊2006年6月20日 不要删除分节符，此行不会被打印。 某某公司开发威海功能奶市场建议书 摘要 近几年来，随人民生活水平提高，在政府的大力支持下，我国乳品行业得到了飞速发展，一时间成为了”朝阳产业”，产生了伊利、蒙牛等一批乳品巨头。在乳品行业高增长率发展的同时，乳品行业的竞争也越来越激烈，尤其是在今年，据乳品专家分析，乳品行业已经到了重新洗牌的阶段，乳品公司之间将发生一系列的兼并重组。每家乳品公司都面临着巨大的挑战。 面对目前乳品行业的激烈竞争，各乳品公司都在积极地寻找对策，其中普遍采取的对策就是不断对液态奶市场进行细分，通过开发出一系列赋予了个性化概念的产品来增强自己的竞争力。本篇论文通过对液态奶市场环境、市场竞争状况、市场发展趋势、某某公司的优势和劣势等几个方面进行了充分的分析，然后分别在市场细分、产品定位、产品策略、产品定价、产品分销渠道、产品促销等几个营销环节上，制定了一系列相应方案，通过这些方案，建议某某公司在威海市场上推出功能奶系列产品，从而赢得市场竞争优势和增大市场份额。 关键词：乳品行业，功能奶，品牌定位，分销渠道 The Marketing Proposal for SanLu Company’s Function Milk at WeiHai Abstract In recent years, along with the increasing of living conditions, and under the great support from the government, the dairy industry has developed rapidly, and has formed a sunrise industry. Large groups like Yili and Mengniu have emerged. While the high growing rate in dairy industry is developing, the competition in this industry has also increased greatly, especially in this year. According to the analysis of experts, the dairy industry has come to a crucial moment, mergers and recombination will happen between dairy companies. Every dairy company is facing great challenges. Facing the fierce competition in the daily industry, each dairy company is seeking initiatively for good countermeasure, and the common way is to improving their own competitive power by constantly subdividing the liquid daily products and developing a series of products with individual concept. The aim of this paper is :firstly sufficiently analyze these aspects such as the liquid dairy market environment, the market competing situation, the developing trend and the advantages and the disadvantages of SanLu, then set a series of accordant schemes on market subdividing, the orientation, policy, price and distribution of products, such kind of marketing links ; furthermore, by these schemes, advise Sanlu to launch functional dairy products and then to win the market competing