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中国环境管理干部学院 毕 业 设 计 毕业设计类别 ：（请在下面类别中选择其一） √ 营销方案策划 □ 创业计划书 口 市场调查与预测报告 题 目： 大城六子驴肉营销策划方案 系 部 名 称： 经济学系 专 业 名 称： 市场营销 学 生 姓 名： 王艳涛 学 号 2009672140 指 导 教 师： 付宜新 职 称 副教授 2011年 11 月 30 日 1 摘要 驴肉是可以代表北方饮食文化的一种特色小吃。驴肉的营养极为丰富，每100克驴肉含蛋白质27克，其蛋白质含量比牛肉猪肉都高，而脂肪的含量很低，是典型的高蛋白、低脂肪食品。驴肉还含有碳水化合物、钙、磷、铁及人体所需的多种氨基酸。此外，驴肉还有药用作用，因此，深受老百姓喜爱。 近来，在我的家乡—廊坊市大城县，传统的驴肉火烧已经不能满足顾客的需求，并且随着竞争的激烈，驴肉火烧的利润越来越低，企业要想长久发展，就必须考虑新的出路。 下面是我为大城六子驴肉策划的，由传统的驴肉火烧向礼品驴肉转型。 关键词：礼品驴肉、大城、特色小吃 1 目录 摘要 ··········································································································· 错误！未定义书签。 一 概况 ·······································································································································1 （一）公司简介 ··················································································································1 （二）公司现状 ··················································································································1 二 市场评估 ·······························································································································1 （一） 市场现状 ················································································································1 （二）主要竞争者 ··············································································································1 三 营销环境分析 ·······················································································································2 （一）竞争对手优势 ··········································································································2 （二）竞争者劣势 ·································································