發(fā)布時間：2018-03-20 04:09

  本文選題：目標市場　切入點：市場定位　出處：《河南大學》2013年碩士論文　論文類型：學位論文

【摘要】：三門峽普瑞瑪果醋飲品有限公司成立于2002年9月，是豫西地區(qū)首家集果汁、果醋、乳飲品及植物蛋白飲料的生產(chǎn)、銷售于一體的企業(yè)。但企業(yè)創(chuàng)建以來，一直存在著市場占有率低、市場開發(fā)力度弱、營銷渠道不暢等諸多問題，直接導致其品牌知名度弱、市場競爭力低下。隨著飲料行業(yè)發(fā)展和國內消費者對健康飲料的追求，中國飲料產(chǎn)業(yè)結構也在不斷調整，蛋白飲料的發(fā)展勢頭迅猛。普瑞瑪公司植物蛋白飲料進入市場時間短，目前市場上存在著諸多強勢品牌的擠壓，普瑞瑪要想在市場上占據(jù)一席之地并獲得較高的市場競爭力，沒有一系列有效的營銷舉措是很難實現(xiàn)的。本文通過對普瑞瑪公司植物蛋白飲料營銷環(huán)境和現(xiàn)有營銷策略的分析，提出普瑞瑪公司植物蛋白飲料營銷策略的改進建議。 本文采用的研究方法主要包括文獻研究法、案例研究法和訪談法。全文共分為六章。第一章是緒論，主要介紹論文的研究背景和意義，研究方法與研究內容架。第二章是相關理論基礎。包括營銷組合理論和目標市場理論。第三章是普瑞瑪公司植物蛋白飲料的營銷環(huán)境。包括對普瑞瑪公司基本情況的介紹及營銷戰(zhàn)略規(guī)劃、普瑞瑪公司植物蛋白飲料的宏觀與微觀營銷環(huán)境，，并進行了SWOT分析。第四章是普瑞瑪公司植物蛋白飲料的營銷策略。從產(chǎn)品、價格、渠道和促銷四個方面進行了介紹。第五章是普瑞瑪公司植物蛋白飲料營銷策略的改進建議。包括樹立顧客滿意的營銷理念、制定不同的市場定位戰(zhàn)略、實施營銷組合策略、進行體驗營銷和重視網(wǎng)絡口碑營銷。第六章是結論及進一步研究方向。
[Abstract]:Sanmenxia Prema vinegar Beverage Co., Ltd. was established in September 2002. It is the first company to produce and sell fruit juice, vinegar, milk drinks and vegetable protein drinks in western Henan. There have been many problems, such as low market share, weak market development and poor marketing channels, which directly lead to weak brand awareness and low market competitiveness. With the development of beverage industry and the domestic consumers' pursuit of healthy drinks, The structure of the beverage industry in China is also constantly adjusting, and the development of protein drinks is growing rapidly. Pryma has a short time to enter the market for vegetable protein beverages. At present, there are many strong brands squeezing in the market. It is difficult for Prema to take a place in the market and gain higher market competitiveness without a series of effective marketing measures. Some suggestions for improving the marketing strategy of plant protein beverage of Pryma Company are put forward. The research methods used in this paper mainly include literature research, case study and interview. The full text is divided into six chapters. The first chapter is the introduction, which mainly introduces the research background and significance of the thesis. Research methods and content frames. Chapter 2 is the theoretical basis. It includes marketing combination theory and target market theory. Chapter 3 is the marketing environment of plant protein beverage of Pryma company. Introduction and marketing strategy planning, The macro and micro marketing environment of plant protein beverage of Prima Company, and the SWOT analysis. Chapter 4th is the marketing strategy of plant protein beverage of Prima Company. Chapter 5th is the suggestion to improve the marketing strategy of plant protein beverage of Pryma Company. It includes setting up the marketing concept of customer satisfaction, formulating different market positioning strategies, and implementing the marketing combination strategy. Experience marketing and focus on online word of mouth marketing. Chapter 6th is the conclusion and further research direction.
【學位授予單位】：河南大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F426.82

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