科迪牛奶的营销策略研究.docVIP

PAGE I 附表17：文管类论文格式模板 诚　信　承 诺 书 本人郑重承诺和声明: 我承诺在毕业论文撰写过程中遵守学校有关规定,恪守学术规范,此毕业论文(设计)中均系本人在指导教师指导下独立完成,没有剽窃、抄袭他人的学术观点、思想和成果,没有篡改研究数据,凡涉及其他作者的观点和材料,均作了注释,如有违规行为发生,我愿承担一切责任,接受学校的处理,并承担相应的法律责任。 毕业论文（设计）作者签名：　　　　　　　 　　　　　年　　　月　　　日　 摘 要 随着经济的快速发展和人民生活水平的不断提高，城镇居民的生活水平和消费观念发生了巨大的变化。乳制品不再是礼物，但已成为大多数家庭生活中重要的营销营养。乳制品需求量逐渐增加，在一定程度上促进了我国乳制品行业的快速发展。随着乳品行业的快速发展和成熟，企业面临的市场竞争将日趋激烈。如何制定适合企业的营销策略，扩大产品的市场占有率，已成为企业在市场竞争中发展的重要问题。公司作为老品牌，主要生产纯牛奶、酸奶、含乳饮料、乳酸菌饮料、植物蛋白饮料等5大系列40多种产品。本文以科迪乳品营销策略为研究对象，运用营销理论等相关知识分析了科迪乳品行业的宏观营销环境，分析了科迪乳品营销策略的现状，得出了科迪乳品营销策略存在的问题。在当前科迪乳业的营销战略中，通过新的营销理念的介入，获得科迪乳业的营销优势。化学策略。本文在分析科迪乳业营销环境的基础上，系统地构建了科迪乳业的营销策略，为其他企业制定和推广营销策略提供参考和启示。 关键词：科迪乳业;营销;策略 PAGE IV ABSTRACT With the rapid economic development and the continuous improvement of peoples living standards, the living standards and consumption concepts of urban residents have undergone tremendous changes. Dairy products are no longer gifts, but have become an important marketing nutrition in most family life. The demand for dairy products is increasing gradually, which promotes the rapid development of dairy industry in China to a certain extent. With the rapid development and maturity of dairy industry, the market competition faced by enterprises will become increasingly fierce. How to formulate marketing strategies suitable for enterprises and expand the market share of products has become an important issue for enterprises to develop in the market competition. As an old brand, the company mainly produces more than 40 products in 5 series, such as pure milk, yoghurt, milk-containing beverage, lactobacillus beverage and vegetable protein beverage. In this paper, Cordys dairy marketing strategy as the research object, using marketing theory and other related knowledge to analyze the macro-marketing environment of Cordys dairy industry, analyze the current situation of Cordys dairy marketing strategy, and draw the problems of Cordys dairy marketing strategy. In the current marketing strategy of Cody Dairy, through th