仰妍花粉营销策设计市场营销专业论文.docVIP

摘　要 随着人们对于健康消费理念的日益科学化，绿色天然保健品越来越受到人们的青睐。中国蜂产领军业颐寿园，携类场，标国Abstract As our concept of healthy consumption becomes scientific day by day, Green products is getting more and more favour.The leading enterprise of Bee Products in China yishouyuan gets into the health care product market with its new-brand pollen category Yangyan instant pollen. It aim is positioning Chinese urban white-collar female consumer. However, as a new brand, to be accepted by customers, it has to face a long market recognition process. Based on Yangyan pollens unique characteristics and the market survey, this article shows the products marketing situation and some problems firstly. This article has analyzed the macro and microcosmic environments of the product by means of SWOT method, at the same time, advantages, disadvantages, opportunity and threats have been obtained, we can acquire that the causes of the problems and carry out the products marketing strategy design with the 4Ps theory. This article has important reference value for the similar enterprises market positioning and choice of marketing policy. Key words Marketing Tactics；Environmental Analysis；Yangyan Pollen 目 录 摘要 I Abstract II 一、营销策略相关理论 1 （一）市场营销组合策略 1 1．产品策略 1 2．价格策略 1 3．销售渠道策略 2 4．促销策略 2 （二）STP营销策略理论 2 1．市场细分化策略 2 2．市场定位策略 2 3．目标市场选择策略 3 （三）产品生命周期理论 3 二、仰妍花粉营销环境分析 5 （一）仰妍花粉宏观环境分析 5 1．经济环境分析 5 2．社会和文化环境分析 5 （二）仰妍花粉微观环境分析 6 1．企业分析 6 2．市场分析 6 3．竞争者分析 7 （三）仰妍花粉SWOT分析 7 1．优势分析 7 2．劣势分析 7 3．机会分析 8 4．威胁分析 8 三、仰妍花粉营销现状及存在的问题 9 （一）仰妍花粉营销现状 9 1．仰妍花粉产品现状 9 2．仰妍花粉终端布局现状 12 3．仰妍花粉主要消费群体 13 （二）仰妍花粉营销中存在的问题 13 1．产品处于生命周期的导入期市场认知度低 14 2．渠道网络终端覆盖率较低 14 3．产品市场定位模糊 14 4．产品促销效果有待提高 15 四、仰妍花粉的营销策略设计 16 （一）产品策略 16 1．增进消费者对仰妍花粉的品类认知 16 2．提高仰妍花粉的品牌知名度 16 （二）渠道策略 17 1．增设终端销售网点 17 2．充分利用网络销售 18 3．建立网络会员制推广 18 （三）促销策略 18 1．加大广告宣传力度 18 2．适时开展营业推广活动 19 3．利用各种公关手段树立产品形象 20 （四）重新市场定位，扩大目标消费群体 20 致谢 23 参考文献 24 附录 25 正如雀巢代表的速溶咖啡、立顿为花粉这类国场的况过调的营销环场状况企业4P代表了销售者的观点，即销售者可以将其作为一种营销工具影响买方做出购买行为。从买方的角度看每一种营销工具都可以为顾客提供利益。 1．产品策略 选择适销对路的产品策略是有效实现市场营销的关键之一，市场产品策