快速消费品行业营销策略研究.docVIP

快速消费品行业营销策略研究 摘要 本文通过联系快速消费品行业中具有行业特征代表性的恒安纸业,对快速 消费品行业营销策略进行研究。在了解恒安纸业现状和存在的主要问题的基础 上,对其营销环境进行分析,对营销策略的制定进行实证分析,进而得出对快速 消费品行业营销策略的启示,昀终得出对快速消费品行业的营销策略进行的结 论和展望。主要内容如下: 1、绪论。阐述论文选题的背景、研究思路以及研究的目的和意义并对国内 外营销策略的研究进行综述,并且联系快速消费品和案例企业。 2、营销策略的相关理论。分析营销策略相关概念并分析制定营销组合策略 的着眼点,为恒安纸业市场营销策略实证奠定理论基础。 3、恒安纸业营销现状分析。对恒安纸业的营销现状进行介绍,并对恒安纸 业营销现状中存在的问题进行总结,进而更形象具体的了解快速消费品行业。 4、恒安纸业营销环境分析。在这部分中,运用SWOT方法和波特五力模型对 恒安纸业的营销环境进行分析、总结;深入的了解恒安纸业所处的环境。 5、恒安纸业营销组合策略研究。通过营销环境的分析对恒安纸业进行营销 组合策略的制定,使其能够更加可行高效的适用于恒安纸业,并根据恒安纸业 与快速消费品之间的联系得出恒安纸业对快速消费品行业营销策略的启示。 6、结论与展望。根据文中的研究对快速消费品行业营销策略进行总结,并 展望今后研究需要深入的方向。 相信本文的对营销策略的研究能够为快速消费品行业起到参考作用。关键词:快速消费品; 恒安纸业; 营销策略; IAbstract Contact FMCG industry characteristics typical Hengan Paper for example, to study the marketing strategy of the fast moving consumer goods industry. Marketing environment by analyzing of Hengan Paper current situation and the main problems of their analysis, the empirical analysis of the formulation of marketing strategy, and then come to the revelation of the marketing strategy of the fast moving consumer goods industry, and ultimately the marketing strategies of fast moving consumer goods industry conclusion and outlook. The main contents are as follows: The first part, Introduction. Background elaborate thesis topics, the purpose and significance of the research ideas as well as research and marketing strategy at home and abroad were reviewed, and contact the fast moving consumer goods and case enterprisesThe second part, the marketing strategy of the theory. Analysis of marketing strategies related concepts and analysis of the development of the focus of the marketing mix strategy, the theoretical basis for Hengan Paper marketing strategies empiricalThe third part, Hengan Paper status and problems. Marketing status of Hengan Paper introduced, and the summary of the problems in the marketing status of Hengan Paper, and then get more specific image about the fast moving consumer goods