康师傅方便面的场营销策略研究.docVIP

PAGE PAGE 7 康师傅方便面的市场营销策略研究 摘要：方便面是作为快速消费品类中的食品一类，它能够长远发展的原因在于有一大批比较稳定的消费群体，像学生、外出打工的农民工和在大都市经常加班的白领们。本文主要以在方便面行业有着代表性的本土企业—康师傅公司方便面作为例子，可以通过对康师傅公司自身的实证分析、研究，对现有的营销策略进行进一步的完善和总结，选择适合其发展的营销组合策略，并且重要的是通过对策略的有效实施，能提升品牌认知度，扩大企业市场份额，进而在市场竞争中立于不败之地。对康师傅公司的营销策略研究是十分必要的，这不仅对企业自身有着重要的作用，使企业自身能在激烈市场中得到长远发展，重要的是为其他方便面企业带来指导，更对整个快消品行业的营销策略操作有着借鉴意义。 关键词：康师傅方便面，市场营销，SWOT Study on the marketing strategy of instant noodles Abstract: instant noodles as fast consumable food in a class, it can cause long-term development in a large number of relatively stable consumer groups, such as students, migrant workers and migrant workers often work overtime in the metropolis white-collar workers. This paper mainly to have a representative of the local enterprise instant noodles Tingyi company as an example in the instant noodles industry, can be analyzed, through empirical research on the companys own master, the existing marketing strategy for further improvement and summary, select suitable for the development of marketing mix strategy, and it is through the effective implementation of the strategy, to enhance brand awareness, expand enterprise market share, and remain invincible in the market competition. Study on the marketing strategy of the master, it is necessary not only to the enterprise itself, which plays an important role, the enterprise can get long-term development in the fierce market, it is important to bring guidance for other enterprises of the instant noodles, more FMCG industry marketing strategy operation is meaningful. Keywords: instant noodles, marketing, SWOT 目 录 TOC \o 1-3 \h \z \u HYPERLINK \l _Toc418725454 1 绪论 PAGEREF _Toc418725454 \h 4 HYPERLINK \l _Toc418725455 1.1 选题背景及意义 PAGEREF _Toc418725455 \h 4 HYPERLINK \l _Toc418725456 1.1.1 研究背景 PAGEREF _Toc418725456 \h 4 HYPERLINK \l _Toc418725457 1.1.2 研究意义 PAGEREF _Toc418725457 \h 5 HYPERLINK \l _Toc418725458 1.2 文献综述 PAGEREF _Toc418725458 \h 6 HYPERLINK \l _Toc418725459 1.2.1 STP理论 PAGEREF _Toc41872545