营销专业毕业论文--米线的营销策划案.docVIP

目录 前言································································1 正文································································2 1.**米线的简介····················································2 2.**米线的市场环境分析············································2 2.1**米线的优势·················································2 2.2**米线的劣势·················································3 2.3**米线的机会·················································3 2.4**米线的威胁·················································3 3.**米线的市场调查、目标定位与预测·································4 3.1 市场调查······················································4 3.1.1对消费者调查···············································4 3.1.2对同行业竞争者竞争对手的调查································4 3.2市场目标定位···················································4 3.3 市场预测······················································4 3.3.1环境预测····················································4 3.3.2企业预测····················································5 4.**米线的4P组合的分析···········································5 4.1**米线的产品策略·············································5 4.2**米线的价格策略·············································5 4.3**米线的渠道策略·············································5 4.4**米线的促销策略·············································6 5．**米线常见问题以及营销过程中的有效措施··························6 结束语······························································7 参考文献····························································8 感谢语······························································9 前 言 随着中国经济的快速发展，人们消费水平的提高，人们的消费观念逐渐转变为高效、便利，“时间就是金钱”的观念，是人们对时间观念越来越重视表现，更多的上班族为满足工作与生活节奏加快的需求，对饮食需求的水平提高，特别是民以食为天，因此越来越多的各类快餐小吃店的诞生，意味着快餐业的竞争也变得日益激烈。 黄岛开发区，聚集了五大高校，拥有数十万的大学生和在校中学生，以及海尔、海信、澳柯玛等一些大中小企业，上班阶层占了黄岛开发区的50%,拥有着广阔的市场发展潜力，对快餐业的发展提供了广阔的前景。 从市经贸委了解到，据统计，1~10月份，全市餐饮行业实现零售金额171亿元，同比增长30%。市经贸委市场网点处相关负责人认为，餐饮品牌建设突出，地方特色鲜明以及企业拓展发展加快，是岛城餐饮业熬过寒冬的三件法宝。 自第十一届全国人大会议以来，温家宝总理在报告中指出，要加大在食品卫生安全工作，并重点提出九大措施。由此看来，加大对食品安全的控制，并最大程度的抑制物价，这些对餐饮企业而言无疑是个好消息。从《食品安全法》法出