科尔沁乳业阜新经销商营销策划研究

论文编号:YX173   论文字数:20145,页数:29

摘 要：乳制品行业是我国正在迅猛发展的朝阳产业之一，我国的乳品消费市场发展潜力巨大，市场前景很是看好，内蒙古科尔沁乳业公司就是在这种背景下诞生的。科尔沁乳品来自天然、无公害的内蒙古大草原，是优质的草原绿色食品，深受广大消费者的欢迎。但由于其企业和产品进入市场的时间比较短，所以，产品的品牌知名度比较低，产品的顾客认知度和顾客忠诚度与许多强势乳品品牌还有一定的差距。本文是在详尽的市场调查的基础上，以现代市场营销的理论为依据，通过对阜新乳品市场的宏观环境、微观环境和消费者行为分析，得出了科尔沁乳业阜新经销商的优势、劣势、市场机会和市场威胁的详细情况，并以此为依据，对阜新科尔沁的产品价格、终端销售点和促销手段进行重新策划，使之更加规范化，以期达到打开市场，拉动消费的最终目的。
 
 
关键词： 促销策划 ； 终端销售点策划  ；价格策划；环境分析;

  Abstract:The dairy products trade is the rising industry which is developping rapidly in China,  The market prospects have a good prospect. Keerqin dairy products come from having no the prairies of the public hazards naturally, it is the high quality grassland pollution-free food, It receives by the masses of consumers favourably deeply .but because the enterprise enter its product market relatively late , the brand popularity of the products is relatively low, cognition degree of customer and customer loyal degree of the products has certain disparity with a lot of advantage dairy products.This text on the basis of exhaustive market survey, pass, Have drawn the advantage, inferior strength, market chance and detailed situation which the market threaten of Keerqin of Fuxin, And regard this as the basis, and promotes the planning to product price, terminal sales outlet of Horqin of Fuxin again of the means, Reaches and opens the market with it, spur the final purpose consumed.
 
  
Key words: the promote planning ；the terminal sales outlet planning ；the price planning ；       the analysis of economic environment；

目录
科尔沁乳业阜新经销商的营销策划研究 1
1引言 4
2企业情况简介 5
2．1科尔沁公司情况简介 5
2．2 公司的产品简介 5
2．3 产品的市场定位 6
2．4 科尔沁阜新经销商情况简介 7
3 市场环境分析 8
3．1 宏观市场环境分析 8
3．1．1 经济环境分析 8
3．1．2 人口环境分析 10
3．2 微观市场环境分析 11
3．2．1 目标顾客 11
3．2．2 竞争者 11
3．3 消费者行为分析 13
3．3．1 响消费者购买行为的内在因素 13
3．3．2 影响消费行为的外在因素 14
3．4 阜新科尔沁的SWOT分析 14
3．4．1 优势分析 14
3．4．2 劣势分析 15
3．4．3 市场机会分析 15
3．4．4 市场威胁分析 15
4营销策划的具体措施 17
4．1市场调研 17
4．1．1市场调研的目的 17
4．1．2调查方法 17
4．1．3调查方式 17
4．2价格策划 18
4．2．1随行就市的定价策略 18
4．2．2市场竞争的定价策略 18
4．3终端销售点规划 19
4．3．1 总体规划 19
4．3．2 详细规划 20
4．4 促销策划 24
4．4．1广告促销策划 24
4．4．2营业推广策划 25
4．4．3 人员促销策略 27
5 结束语 28
参考文献 29

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