斯美特食品公司思圆魔鬼辣面营销的的策划书.docVIP

斯美特食品公司思圆魔鬼辣面营销策划书 姓名：陈静纯 学号：2010121999 班级：10市场营销一班 目录 摘要 4 Abstract 5 第一章 前言 6 1.1 企业基本情况 6 1.2 企业目标和任务 6 第二章 环境分析 7 2.1 宏观环境分析 7 2.2 微观环境分析 7 2.3 消费者分析 9 2.4 企业内部分析 10 2.5、营销环境小结 12 第三章 市场状况分析 13 3.1 目标市场分析 13 3.2 竞争对手市场分 13 3.3 产品定位分析 16 第四章 营销组合策略 17 4.1 产品策略 17 4.2 价格策略 17 4.3 渠道策略 17 4.4 促销策略 18 第五章 促销活动实施方案 23 5.1 人员安排 23 5.2 促销方案实施要求 23 5.3 促销经费预算 24 5.4 活动效果评估 24 结论 25 参考文献 26 致谢 27 摘要 目前，方便面市场的环境已成为三足鼎立的局面，康师傅、统一，这个大了方便面市场80%的份额，其余20%被一些零散的中小企业品牌占据，例如白象、华丰等，所以在竞争对手众多的情况下，品牌品类每时每刻均呈现出较快变化趋势，企业的发展和营销策略也面临着很多挑战。 本文针对方便面品牌市场营销的个案进行分析，立足企业品牌，并结合中国方便面市场的整体发展环境以及其内部自身的环境体系，剖析当前企业市场营销当中存在的问题，并运用SWOT分析法对其营销战略的适用性进行分析。在此基础上，运用4P理论，分别针对公司方便面品牌的产品策略、价格策略、渠道策略、促销策略这四个方面，提出了企业方便面品牌市场营销策略的调整建议，为企业公司在方便面领域的决策提供了可操作依据。At present, instant noodles market environment has become a situation of tripartite confrontation situation, Kangshifu, unity, the two large enterprises occupy. The instant noodles market share of 80%, the remaining 20% were a few scattered small and medium-sized enterprise brand to occupy, such as white, Huafeng, so in many competitors situation, brand category all the time showing a rapid change trend, the development of enterprises and marketing strategy is also facing many challenges.In this paper, the round devil noodles instant noodles brand and marketing case analysis, based on the mester enterprise brand, and the combination of Chinese instant noodles market in the whole development environment and the internal environment system, the analysis of the current enterprise marketing problems, and the use of SWOT analysis on the marketing strategy of suitability for analysis. On the basis of, using 4P theory, respectively for the mester company instant noodles brand product strategy, price strategy, channel strategy, promotion strategy, the four aspects, proposed the enterprise instant noodles brand marketing strategy adjustment is proposed for instant noodles, mester Enterprise Inc in the field of decision to provide a workable basis. Key words: think