TIANXIANG山茶油的渠道突破-工商管理专业论文.docxVIP

首都经济贸易大学硕士学位论文 首都经济贸易大学硕士学位论文 TIANXIANG 山茶油的渠道突破 摘 要 本文以 TIANXIANG 品牌当前的市场开拓做为案例研究背景，系统分析了中国目前 的食用油现状、趋势及小品种食用油市场突破的方向。 本文运用 SWOT 分析工具解析了企业面临的内外部环境；运用品牌定位金三角规 划出品牌定位；运用多种分析表格详细、形象的展示出中国食用油市场的竞争格局和 状况。 本文首先介绍了渠道的相关理论及渠道的发展情况，为渠道创新理念打下背景基 础。随后笔者分析了山茶油面对的外部市场情况：通过中国食用油目前的市场状态分 析得出中国食用油行业已经处于寡头垄断；中国食用油对外依存度高，快要威胁到国 家的民生战略安全；通过中国食用油的国家政策导向分析得出山茶油是国家的扶植产 业，在政策导向下，属于朝阳行业；通过中国消费者食用油观念的转变分析得出更加 营养、健康的小品种油越来越受到青睐，是未来的发展方向；通过中国食用油行业巨 头的市场动态分析得出行业巨头的成功经验以及他们的实力，为 TIANXIANG 准确洞悉 市场状态、寻找市场缝隙打下基础。接着结合 TIANXIANG 企业自身情况，确定将渠道 创新做主要突破的市场策略。最后根据渠道的关注要素，一一制定出解决方案。 本研究的特色与创新之处在于：（1）这是一个实战案例，已进展一年左右，部 分策略已经实施并得到市场检验；（2）在大的食用油行业背景下，首次对一个小品类 油种的发展进行系统的研究思考；（3）本研究不仅为食用油行业中的一些小品种油树 立教案，对其他行业的一些新品如何进入市场也有借鉴意义；（4）实力相对较弱的企 业如何通过创新避开竞争对手，取得市场胜利。 主题词：食用油 渠道创新 新产品 Abstract The paper, with the marketing expansion of Tianxiang brand as the case study, has made a systematic analysis of the status quo and trend of edible oil and the market breakthrough for a small variety of edible oil in China. In the paper, the writer has employed the SWOT tool to analyze the internal and external environment of the enterprise, and used golden triangle for brand positioning and diversified tables to give a vivid and detailed presentation of the competitions in China’s edible oil market. The writer firstly introduced the theory of channel and its development to lay a background for the channel innovation concept, and then made analyses of the external market of camellia oil. Conclusions were made that China’s edible oil industry was under oligopolistic competition presently; the industry was about to threaten the country’s livelihood and safety as it had high dependency upon overseas markets; and the national polity guidance research suggested that the camellia oil industry was a sunrise industry as it enjoyed the country’s favorable support. After the research on Chinese consumers’ shift in attitudes, it showed that a small variety of oil which was more nutritious and healthy would be favored and became the future t