哈尔滨桃李食品有限公司活动营销策划研究-毕业论文.docVIP

PAGE PAGE IV 毕业设计（论文） 题 目 哈尔滨桃李食品有限公司活动营销策划研究 摘 要 近年来，随着经济的快速发展和人民消费水平的提高，消费观念也发生着重消费者对于面包的数量与品质的需求也在不断增长，这些都引起了中国面包烘焙行业食品消费市场的迅速发展。然而在面包行业同质化严重的市场环境下，哈尔滨桃李食品有着不少强大的竞争对手，不论是本土月饼品牌的领导者老鼎丰率先进入短保面包的生产与销售，还是哈尔滨本地的龙华、哈鑫睿、哈康惠等小型面包企业的持续跟随，还是近一年中从南北上的达利集团插足于短保面包而创建的美焙辰，还是后续许许多多的人和企业都想来分一杯“短保面包的羹”、“切一块蛋糕”。 本文以哈尔滨桃李食品有限公司为研究对象，灵活运用市场营销原理及营销策划理论，理论联系实际，为哈尔滨桃李量身定制一套系统完整地活动营销策划方案，通过充分准备实施，理论与实践相互映证，对营销策划效果进行评估，从中得出经验和教训，期望对食品行业的营销策划实践起到一定的指导。通过本次选题，能够学会把学过的专业知识转化为分析和解决问题的能力，希望能够对日后的工作有所帮助，进而提高职业素养与能力。 关键词：营销策划；SWOT分析；节日营销 Abstract In recent years, with the rapid development of economy and the improvement of peoples consumption level, the consumption concept also emphasizes that consumers demand for the quantity and quality of bread is also growing, which has led to the rapid development of food consumption market in Chinas bread baking industry. However the bread industry homogeneity serious market environment, Harbin plum food has a lot of strong rivals, whether it is local mooncake brand leader in the Old DingFeng headed into short bartender bread production and sales, or local Longhua Harbin, ha media, such as ha conway enterprises continue to follow the small bread, or nearly a year of Dali group come in from the north and south short bartender bread and create beauty baked Chen, or subsequent lots and lots of people and businesses want to come for a short bread soup, cut a piece of cake. This article takes Harbin plum food co., LTD as the research object, the flexible use of marketing theory and marketing theory, the theory with practice, the tailor a system fully for Harbin plum activity marketing planning scheme, through fully prepared, mutual reflection, the theory and practice to evaluate effect of marketing planning, draw experience and lessons, and expect to food industry marketing planning practice of guidance. Through this topic selection, I can learn to transform the professional knowledge I have learned into the ability to analyze and solve problems.