毕业论文--三全针对消费者的产品推广策略研究.docVIP

PAGE PAGE I 毕业论文 三全针对消费者的产品推广策略研究 姓 名 学　　号 专　　业 市场营销 指导教师 2016年5月21日 摘 要 我国速冻食品行业从20世纪80年代发展至今，已经成为人们在日常生活中最常消费的食品。从国外速冻食品行业的发展经验来看，我国速冻食品行业需求仍然还有十年甚至更长时间的快速发展空间，而速冻食品企业之间的竞争也变的更加激烈，如何通过有效的产品推广策略来提高品牌知名度和市场占有率成为了速冻食品企业的问题。通过实地调研和访谈，发现当前三全食品的产品推广策略仍然局限于商超免费品尝试吃、终端形象建设和打折促销等推广方式。结合国内外的相关文献，认为当前三全急需注意并解决的问题是应该怎么样去改变传统的产品推广策略，提高自身品牌的核心竞争力，跳出价格战的怪圈，从而提高自身的市场占有率。针对这些问题，本文从提高促销管理者的综合素质、加强与消费者沟通、多渠道经营推广、建立完整的推广体系和加强品牌建设五个方面提出了建议。三全食品作为速冻食品行业的领导企业，对三全产品推广策略的研究对于整个速冻食品行业的品牌推广都有着积极的借鉴意义。 关键词：速冻食品；产品推广；三全食品?MACROBUTTON NoMacro [Click and type abstract text here.] Abstract Our frozen food industry from the 1980s to now, has become in everyday life most frequently consumed food. From the development experience of foreign frozen food industry, Chinas frozen food industry demand is still there ten years or even longer, the rapid development of space, and frozen food competition among enterprises become more intense, how to effectively promote products strategy to increase brand awareness and market share to become the frozen food business problems. Through field research and interviews, found that the current Sanquan Food’s product marketing strategy is still limited to the super free products to try to eat, the image of the terminal building and discounts and other promotional methods. Related literature at home and abroad, that the current Sanquan Foods urgent need to pay attention to and solve the problem should be how to change the traditional product promotion strategy to enhance the core competitiveness of its own brand, out of the vicious circle of price war, increase their market share. To solve these problems, this paper improve the overall quality marketing managers, to enhance communication with consumers, multi-channel business promotion , establish a complete system of promotion and brand building five recommendations. Sanquan Foods as the frozen food industry leader in the study of Sanquan Foods product marketing strategy for the entire frozen food indu