吉林延边金 刚山辣白菜营销策略研究.docxVIP

宁夏理工学院毕业设计（论文） 毕业设计(论文) 题 目 名 称： 吉林延边金刚山辣白菜 营销策略研究 学 院： 专 业 / 班 级： 学 生： 学 号： 指 导 教 师： PAGE \* MERGEFORMAT V PAGE \* MERGEFORMAT V 摘要 辣白菜是我国传统特色发酵食品的典型代表之一，历史悠久，文化深厚，风味优雅，是源自中国本土的生物技术产品，生生不息，世代相传，享誉世界。中国是辣白菜的发源地，随着中国经济的持续稳定地增长，人们的购买能力不断增强，而且辣白菜作为与人们的生活息息相关的消费品逐渐受到人们的欢迎和重视。辣白菜行业适时而生并呈现快速、强劲的拉升态势。但是，我国辣白菜工业化发展时间较短，整体生产水平偏低、生产方式还比较落后，同时人们消费观念落后，消费水平相对低下，影响着泡菜业的发展。因此如何运用现代营销管理知识来促进辣白菜的发展和提高辣白菜企业的市场竞争力，是本文研究的内容和探索的方向。 本文以吉林省延边金刚山食品有限公司为研究对象，首先在理论概述部分详细介绍了市场营销相关理论，客观分析了延边地区辣白菜行业现状和金刚山食品的营销现状及存在的问题；通过分析金刚山食品所面临的营销环境，利用PEST矩阵对该公司的营销环境进行分析，找出企业发展潜力。并在此基础上应用调查问卷法研究当地消费者的购买行为和消费倾向。在论文的最后提出了集中资源优势以培养核心竞争力、积极引进培养高级营销人才、建立市场信息反馈机制、提高金刚山辣白菜品牌等实施建议。 关键词：营销环境；金刚山辣白菜；营销策略 ABSTRACT Spicy cabbage is a typical representative of the characteristics of Chinas traditional fermented food, has a long history and profound culture, elegant flavor is derived from local Chinese biotechnology products, endless, from generation to generation, is famous in the world. China is the birthplace of spicy cabbage, as Chinas economy continued to grow steadily, peoples purchasing power will continue to enhance, and spicy cabbage as closely linked with peoples life of consumer goods has attracted peoples attention and welcome. Timely and raw spicy cabbage industry and presents a fast, strong pulled trend. But our spicy cabbage industry development time is short, the overall production level is low, production is still relatively backward with When the people behind the concept of consumption, consumption levels are relatively low, affecting the development of pickles industry. Therefore, how to use modern marketing knowledge management to promote the development of spicy cabbage and spicy cabbage enterprises to improve market competitiveness, this paper to explore the content and direction. The Jilin Province Yanbian Diamond Mountain Food , Ltd. as the research object, first of all in an overview of the theory are introduced in detail related marketing theories,