老干妈企业在美国的营销策略分析.pdfVIP

3.3.3 机遇 8 3.3.4 威胁 9 4 老干妈在美营销存在的问题及原因分析 9 4.1 产品价格高 9 4.2 促销手段单一 10 4.3 营销人员流失严重 10 5 老干妈在美营销策略的建议 10 5.1 合理确定产品价 10 5.2 推动产品促销手段多元化 11 5.3 完善营销团队建设 11 6结论 12 参考文献： 13 老干妈企业在美国的营销策略分析 摘要：中国食品行业的发展取得突破性的发展，越来越多的食品企业将产品和品牌 中走出国门，提高在国际上的竞争，使得中国品牌更被世界所知。老干妈就是从国内市场 的经营范围不断扩大的前提下,逐渐开拓国际市场。本文首先与老干妈发展相关的背景以及 相关的理论知识，其次利用SWOT分析老干妈在美国市场的优劣势于机会和威胁，同时也探 讨了老干妈目前采取的营销策略和存在的问题原因分析，进而提出优化老干妈在美国市场 上的营销策略，促进老干妈在美国的营销，同时也为我国其他食品品牌企业在开拓市场上 提供参考价值。 关键词：老干妈；SWOT分析；营销策略；启示 An analysis of marketing strategies of Laoganma enterprises in the United States Abstract:The development of Chinas food industry has made a breakthrough, more and more food enterprises will go abroad in products and brands, improve international competition, and make Chinese brands more known to the world. Laoganma is gradually expanding the international market from the premise of expanding the business scope of the domestic market. This paper first analyzes the background and theoretical knowledge related to the development of Laoganma, and then uses SWOT to analyze the advantages and disadvantages of Laoganma in the American market, as well as the opportunities and threats. At the same time, it also discusses the current marketing strategies adopted by Laoganma and the causes of the existing problems, and then proposes to optimize the marketing strategies of Laoganma in the American market, promote the marketing of Laoganma in the United States, and Provide reference value for other food brand enterprises in developing market. Key words: Lao Ganma; SWOT analysis; marketing strategy; enlightenment I 前言 营销策略是一个企业根据顾客的消费需求、目标市场的购买力以及企业想 要从营销里获得期望，从而由计划地组织销售性质地商业活动，通过设计和制 定产、渠道、价格、促销等方面为目标客户精准的商品和服务，满足他们对于 产品的需求，进而提高他们的满意度，事项企业经营收入的增加。营销策略和 营销战略的却区别主要在于营销战略是跟企业的长期目标有直接关系，营销战 略实施周期更长，同时也是大大小小营销策略的总计划。而而营销策略则只是 企业再销售