河南泰丰食品营销策略分析.docVIP

河南泰丰食品有限公司营销策略分析 摘　要 速冻食品在年诞生于美国，一开始由于人们对速冻食品的认识不足，导致速冻行业发展缓慢，后来随着技术的发展以及人们生活水平的提高，速冻行业得以快速的发展。中国的速冻行业起步于二十世纪八十年代，经过价格大战以后，出现了几家比较有实力的知名品牌，中小速冻企业更是多不胜数。 本文是以我在河南泰丰食品有限公司实习为基础，以河南泰丰食品有限公司为例，分析我国速冻行业中小企业营销策略中普遍存在的一些问题。通过描述速冻食品行业的供求和竞争格局， 关 键 词：速冻食品，价格策略，竞争格局，渠道控制 Online Marketing Research of China’s small Foreign Trade Companies The Marketing Strategy Analysis of He nan Tai Feng Food Co., Ltd. e ABSTRACT Frozen food industry was born in the United States, in 1928. Because people lacked the knowledge of frozen food at the beginning, the frozen food industry developed slowly. But with the technology developed and people’s living standard improved, frozen food industry had a rapid development. Chinas frozen industry started in the 1980s. And after the price war, there have been several well-known brands, much more powerful than the others, and the small and medium ones are numerous. This article is based on my internship experience in Henan Tai Fung Food Co., Ltd., taking Henan Tai Fung Food Co. as an example, to analyze the problems of marketing strategies in small and medium companies. By describing the development environment of frozen food industry’s supply and demand and the whole industry’s competitive landscape, analyzing the strategy of this company through four aspects which are the product, price, marketing channel, and promotion. And this article has found four problems of its product strategy. These problems are paying less attention to product quality and packaging, unreasonable pricing strategies, less control of marketing channels and few marketing approaches. Then the paper put forward solutions to these problems. One is paying enough attention to product quality, expanding quality control department. When it comes to price strategy, old customers and new customers should be treated differently. And the marketing should be controlled by the marketing department directly. The logistics should better choose to cooperate with a third logistics. And the comp