优秀论文嘉里公司产品销售策略方案策划.docxVIP

分类号 编号 华北水利水电学院 North China Institute of Water Conservancy and Hydroelectric Power 毕业论文 题目嘉里公司产品销售策略方案策划 学 院 管理与经济学院 专 业 市场营销 姓 名 XXX 学 号 2007XXX 指导教师 XXXX 2011年5 月 5 日 嘉里公司产品销售策略方案策划 摘要：食用油行业一直以来都是与人们生活息息相关的行业，而随着中国这些年的经济 的飞速发展，我国现己成为世界油脂油料生产和进口大国，同时中国的众多的人口数量和 日益捉高的生活水平，中国国内的食用油市场已经是一个有着巨大潜力的市场。嘉里集团 在上个世纪90年代进入了中国食用油市场，并以金龙鱼小包装食用油品牌迅速占领了市 场，从此占领着行业领导者的地位，其后又培育了十几个二三线品牌。很快，随着中粮和 鲁屁等竞争对手的进入，食用油行业的竞争也变得日益激烈起来了。嘉里粮油虽然仍处在 领先的地位，然而面对挑战者的不断地威胁以及食用油行业不断变化的形势，如何针对竞 争对手咄咄逼人的行为动作出明确的销售策略方案策划，已经成为迫在眉睫的问题。 本次策划主要对全国和具体举例的某个市场区域來进行销售策略策划，第一部分主要 是对嘉里公司的产品、食用油相关知识进行介绍；第二部分主要是嘉里公司的市场环境分 析，及其SWOT分析，从而确定嘉里公司产品在食用油市场的机会与威胁；第三部分是 嘉里公司产品的营销目标及市场定位；第四部分是嘉里公司食用油产品营销策略、具体的 推广方案及反馈与控制等等。通过本次策划方案来让嘉里公司食用油产品摆脱竞争对手, 在激烈竞争中巩固其领先优势，占领更多的市场销售份额。 关键词：食用油 嘉里公司 销售策划 国内市场 The Kerry company product sales plan Abstract : Edible oil industry has always been closely related to the industry and peoples lives, and as the years of Chinas rapid economic development, China has now become the worlds oil production and oil importer, while Chinas large population and rising living level, Chinas domestic oil market has a huge potential market. Kerry Group into the Chinese oil market in the 1990s，and small package edible oil brand Arowana quickly occupied the market, industry leaders from occupying the position and, subsequently, a dozen second and third training brand? Soon, with the grain and the entry of competitors such as Lu flowers, edible oil industry has become increasingly fierce competition up. Kerry Oils Grains Although still in the leading position, but face the constant threat of challengers, and cooking oil industry, the changing situation, how aggressive actions against competitors to make a clear sales strategy program planning, has become a pressing issue. The planning of the major national and specific examples of a market area for sales strategy planning, the first part, Kerry is the compan/s products, edible oil related knowledge are introduced; second part is Kerry1 s analysis of market