本论文以 A 休闲食品企业的营销发展策略为研究对象。首先在分析 A 公司
发展情况、A 公司人力资源状况、A 公司财务情况的基础上，对 A 公司营销发
展面临的外部环境和内部条件进行了详细的分析。认为公司面临的外部环境优
势是我国经济发展平稳，人民的收入水平得到了提高，并且，我国休闲食品行
业正处于高速发展阶段。
接着本文分析了 A 公司 STP 战略。A 公司以 EJR 品牌进行产品市场定位；
以上海市为重点核心市场，以华东区的山东省、浙江省、安徽省、江苏省、福
建省、江西省等省份为 A 公司的辅助市场；而中年、青年妇女和广大学生是公
司休闲食品消费的重要力量。
第三，论文分析了 A 公司营销组合策略，包括 A 公司产品策略、A 公司价
格策略、A 公司分销渠道策略以及 A 公司促销策略等内容。
最后，文章分析了实施营销策略的保障措施，从营造有利于战略实施的企
业文化、完善企业组织结构、建立开放型人力资源机制以及建立和完善市场信
息反馈机制等方面进行分析。
关键词：休闲食品；A 公司；市场定位；营销策略ABSTRACT
With China's rapid economic and sustainable development, improving the per
capita income continuously,and the development of urbanization, people have higher
demands for living quality. Now people’s demands of Leisure life are enhanced. The
development of food industry in the leisure is inevitable.People love and respecte
leisure food, it has become a part of people's life style.But, with the rapid
development of leisure food industry, the domestic leisure food related system is not
perfect, for example, the scale of enterprises or qualification system is not
standardized, a lot of leisure food enterprises are in a weak position.
The research object of this thesis is the marketing development strategy of A
leisure food enterprises. Firstly, basing on the analysis of the A company financial
situation of development, human resources situation of A company, the financial
situation of the company A, the marketing development of A company's external
environment and internal conditions are analyzed in detail. This paper concludes that
the advantage of the external environment of the company is Chinese economic
steady development, People's income level has been improved,and leisure food
industry in China is in a stage of rapid development.
Then, the paper analyzes the STP strategy of A company。Product market
positioning of A company is EJR brand; taking Shanghai city as the focus of the
market, in the provinces of East China area ,such Shandong Province, Zhejiang
Province, Anhui Province, Jiangsu Province, Fujian Province, Jiangxi Province as
auxiliary market of A company; And the middle-aged, young women and the majority
of students are an important force of leisure food consumption.
Thirdly, the paper analyzes the marketing strategy of A company, including A
company's product strategy, A company's pricing strategy, distribution channel
strategy of A company, and the A company marketing strategy etc.
Finally, this paper analyses the measures to ensure the implementation of
marketing strategy,from creating a conducive to the implementation of the strategy of
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