【毕业论文】仰妍花粉的营销策略.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。中国蜂产品领军企业颐寿园，携旗下一款全新花粉品类—仰妍速溶花粉进军美容保健市场，目标直指中国都市女性白领。但其作为一种新品要被顾客所接受必然面临一个持久而漫长的市场认同过程。这篇文章基于仰妍花粉独特的产品特点，通过市场调查，得出了该产品的营销现状和存在的问题，分析产品所处的宏微观环境，并用SWOT法分析该产品所面临的优势与劣势、竞争与威胁，得出了问题产生的原因，最后运用4P及其他相关理论做出了该产品的营销策略设计。文章对其他同类企业进行市场定位及营销策略的选择具有重要的参考价值。 关键词 营销策略；环境分析；仰妍花粉 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 TOC \o 1-3 \h \z \u HYPERLINK \l _Toc280694174 摘要 PAGEREF _Toc280694174 \h I HYPERLINK \l _Toc280694175 Abstract PAGEREF _Toc280694175 \h II HYPERLINK \l _Toc280694176 一、营销策略相关理论 PAGEREF _Toc280694176 \h 1 HYPERLINK \l _Toc280694177 （一）市场营销组合策略 PAGEREF _Toc280694177 \h 1 HYPERLINK \l _Toc280694178 1．产品策略 PAGEREF _Toc280694178 \h 1 HYPERLINK \l _Toc280694179 2．价格策略 PAGEREF _Toc280694179 \h 1 HYPERLINK \l _Toc280694180 3．销售渠道策略 PAGEREF _Toc280694180 \h 2 HYPERLINK \l _Toc280694181 4．促销策略 PAGEREF _Toc280694181 \h 2 HYPERLINK \l _Toc280694182 （二）STP营销策略理论 PAG