蒙牛股份有限公司营销模式的探析.docVIP

本科生毕业论文（设计） 题目： 蒙牛股份有限公司营销模式的探析 系 部 经济与管理学院 学科门类 经济学 专 业 国际经济与贸易 学 号 0806211066 姓 名 张传莉 指导教师 刘璇 2012年5月 23日 蒙牛股份有限公司营销模式的探析 摘 要 ? 内蒙古蒙牛乳业（集团）股份有限公司自1999年8月创立以来，一直秉承“致力于人类健康的牛奶制造服务商”的企业定位，以内蒙古大草原为依托建设奶源基地，提供优质奶制品为理念，在短短的数十年中，创造出了举世瞩目的“蒙牛奇迹”和“蒙牛速度”，在乳制品行业中占有一席之地，堪称中国乳业的神话。蒙牛从无厂房，无市场，无品牌，无奶源的创立，经过长期探索和积累，在创始人牛根生的带领下迅速发展壮大.蒙牛成功的因素很多，但主要是依靠其相对有效的市场营销能力。它能够审时度势的适应市场的不断变化，采取行之有效的市场营销策略，在长期的发展中探索出了一条成功的发展之路，最终在激烈的市场竞争中取得巨大的成功。本文以蒙牛的成长史和发展现状及未来趋势为基本出发点，通过对蒙牛的市场营销策略的分析进而探析蒙牛的营销模式相关的问题。把蒙牛的营销模式与同行业的其他企业的营销模式进行比较，找出蒙牛取得成功的关键，从而得出蒙牛的营销策略给我们的启示和借鉴，供相关关企业参考和学习。 关键词：营销模式 蒙牛奇迹 企业定位 营销策略 ?  ABSTRACT Inner Mongolia mengniu milk (group) Co., LTD. Since established in August, 1999, has been adhering to the committed to the health of human being milk manufacturing services of the enterprise positioning, in Inner Mongolia grassland construction based on mange base, provides the high quality dairy products for the concept, in a short span of dozens of years, created the remarkable Mongolian cow miracle and Mongolian cow speed, in the dairy industry occupies a place, industry of China is a myth. Mongolian cow from no plant, no market, no brand, without the establishment of the mange, after a long period of exploration and accumulation, founder of the lead in cow grows quickly. Mongolian cow the success of many, but mainly rely on its relatively effective marketing ability. It can adapt to the situation of the constant change of the market, and take effective marketing strategies, and in the long-term development of explores a successful development way, eventually in the fierce market competition and achieved great success. Based on the development status and hoodwinks the cow the acquiring and the future trends of the basic starting point for, through to the hoodwinks the cow the SWOT analysis in-depth analysis hoodwinks the cow the marketing model related problems.