东北财经大学学考试本科毕业论文.docVIP

PAGE \* MERGEFORMAT 6 东北财经大学自学考试本科毕业论文 湘芙蓉食品公司营销策略研究 作 者 马森 专 业 公司管理 总 考 号 021109300123 指导教师 苗莉 答辩日期 成 绩 内容提要当前，消费者对食品行业产品的需求越发呈现多元化和理性化，食品行业传统的营销策略已不能满足消费者的需求和日益激烈的市场竞争环境，营销策略在不断进行改变和创新。本文从相关理论出发，分析了食品行业的特点和营销策略现状，结合湘芙蓉食品公司在市场营销过程中采取的措施和存在的问题进行了探讨，并提出了相关对策。 关键词：食品行业；营销策略AbstractAbstract: At present, the consumer demand the food industry has become increasingly diversified and rational, and the food industry has been the traditional marketing strategy can not meet consumer demand and increasingly fierce competition in the market environment, marketing strategy and continue to change and innovation. This article from the relevant theory, an analysis of the characteristics of the food industry and marketing strategy for the status quo, combined with Hunan cotton rose food marketing companies in the course of the measures taken and problems are discussed and proposed countermeasures.Key words: food profession; marketing strategy; 目录 TOC \o 1-3 \h \z \u HYPERLINK \l _Toc348966736 内容提要 PAGEREF _Toc348966736 \h 2 HYPERLINK \l _Toc348966737 Abstract PAGEREF _Toc348966737 \h 3 HYPERLINK \l _Toc348966738 常德市湘芙蓉食品公司营销策略研究 PAGEREF _Toc348966738 \h 5 HYPERLINK \l _Toc348966739 一、食品行业现状及发展趋势 PAGEREF _Toc348966739 \h 5 HYPERLINK \l _Toc348966740 ㈠食品行业现状 PAGEREF _Toc348966740 \h 5 HYPERLINK \l _Toc348966741 ㈡食品行业发展趋势 PAGEREF _Toc348966741 \h 5 HYPERLINK \l _Toc348966742 二、湘芙蓉食品公司营销现状 PAGEREF _Toc348966742 \h 6 HYPERLINK \l _Toc348966743 ㈠常德市湘芙蓉食品公司简介 PAGEREF _Toc348966743 \h 6 HYPERLINK \l _Toc348966744 ㈡湘芙蓉食品公司营销组织架构 PAGEREF _Toc348966744 \h 6 HYPERLINK \l _Toc348966745 ㈢湘芙蓉食品公司的营销现状 PAGEREF _Toc348966745 \h 7 HYPERLINK \l _Toc348966746 三、 湘芙蓉食品公司营销问题分析 PAGEREF _Toc348966746 \h 8 HYPERLINK \l _Toc348966747 1. 市场营销观念落后 PAGEREF _Toc348966747 \h 8 HYPERLINK \l _Toc348966748 2. 产品结构单一 PAGEREF _Toc348966748 \h 8 HYPERLIN