《洽洽食品未来发展方向及营销策略研究》-毕业论文设计（学术）.docVIP

l l 本科毕业论文 洽洽食品未来发展方向及营销策略研究 THE ANALYSIS ON FUTURE DEVELOPMENT DIRECTION OF QIAQIA AND MARKETING STRATEGY 学院（部）： 经济与管理学院 专业班级： 市场营销09-3 学生姓名： 指导教师： 2013 年 06 月 06 日 l 洽洽食品未来发展方向及营销策略研究 摘要 随着经济水平的提高，休闲食品行业得到了迅速的发展。而洽洽食品凭借美味的食品、优质的服务、精准的市场定位和科学的管理成长为坚果炒货行业的龙头企业。“洽洽”品牌深得广大消费者认可，在市场上树立了良好的声誉，已经成为国内坚果炒货领域的第一品牌。在市场经济条件下，企业面临着更加激烈的竞争环境,这种激烈的市场竞争是产品质量、技术服务和价格等要素的竞争,最终要通过企业运用合适的营销策略来实现。 本文在对洽洽企业及其市场环境进行分析的基础上，探讨和预测未来发展方向，对现行营销策略进行研究，总结其的成功经验，并发现其中存在的问题，最后深入讨论了问题的解决方法。 关键词：洽洽食品，多元化战略，发展方向，品牌建设 THE ANALYSIS ON FUTURE DEVELOPMENT DIRECTION OF QIAQIA AND MARKETING STRATEGY ABSRATCT With the development of economy ,leisure foods have get a fast progress . Qiaqia，with market positioning and scientific delicious food, quality services, accurate management development for nuts roasted seeds and nuts industry leading enterprises.“Qiaqia”brand won the majority of consumer recognition, in the market established a good reputation, has become the first brand in the field of roasted seeds and nuts. Under the condition of market economy, enterprises are facing more intense competitive environment, the fierce market competition is the quality of the products, technical service and price factors such as competition, ultimately through the enterprise using appropriate marketing strategies to achieve. Based on the analysis of Qiaqia enterprise and market environment, to explore and predict the future development direction, conducts the research to the current marketing strategy, summarizes its successful experience, and found that the problems, finally solves the problems discussed. KEYWORDS: Qiaqia food, diversification strategy,the direction of development, marketing strategy 目录 TOC \o 1-3 \h \z \u HYPERLINK \l _Toc358628801 摘要（中文） PAGEREF _Toc358628801 \h I HYPERLINK \l _Toc358628802 摘要（外文） PAGEREF _Toc358628802 \h II HYPERLINK \l _Toc358628803 绪论 PAGEREF _Toc358628803 \h 1 HYPERL