通过本文的分析得出以下结论：（1）山东省作为农业大省，人口众多，为零售业的
发展提供了得天独厚的条件，YZ 冷藏乳品以其为依托充分占据了地理及消费资源的优
势；（2）目前 YZ 集团在山东省内已经得到全面发展，但在省外发展空间不足，因此有
必要拓展省外市场，把“YZ”商标打出去，使 YZ 冷藏乳品能在全国得到推广；（3）冷
藏乳品为近几年新兴的乳制品，作为销售商有必要确定冷藏乳品的市场定位，增加其宣
传力度，加大推销，提高冷藏乳品在公司零售商品中的比重。。通过本文的分析探索，
为 YZ 集团冷藏乳品迅速扩大市场份额，提高盈利水平提供理论依据和经验借鉴
关键词：YZ 集团，零售业，冷藏乳品，营销策略山东理工大学硕士论文 ABSTRACT
II
ABSTRACT
In recent years, With the improvement of people&39;s living，A lot of people pay more
attention to the healthy diet and the quality of life . Even though there are many types of dairy
products , Consumers are increasingly inclined to refrigerated dairy with,little additives.
Meanwhile, in order to occupy market, the major dairy producers and retailers are actively
taking various marketing strategies to expand their market share. Based on the theory of
strategic management, this paper analyzes the geographical location , opportunities and risks
faced by YZ refrigerated dairy products in the market. otherwise we proposed the marketing
idea and plan of YZ refrigerated dairy by making the direction and goal of YZ refrigerated
dairy, at the end of paper, we propose. safeguard measures.
Through the analysis, we get the following conclusions: First as a major agricultural
province , Shandong Province has unique conditions for the development of the retail industry,
YZ refrigerated should make enough use of its geographical advantages and resources.
Second, YZ Mall has been fully developed in Shandong province, but outside development
space is lack. It is necessary for YZ to expand outside markets.Last but not least, as a new
dairy product , it is necessary to determine the market positioning of refrigerated dairy
products and increase its promotional efforts to increase proportion of refrigerated dairy
products in the company&39;s retail goods., Through the analysis of this paper, it can provide
theoretical basis and experiencen for increasing market share improving the level of
profitability of YZ refrigerated dairy products.
Key Words : YZ mall, Retail, Refrigerated dairy products, Marketing山东理工大学硕士论文目录
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目录
摘要...........I
ABSTRACT....II
目录.........III
第一章绪论.........1
1.1研究背景和意义.........1
1.1.1研究背景.........1
1.1.2研究意义.........1
1.2文献综述.........2
1.3研究内容、思路及框架.........4
1.2.1研究内容..........4
1.2.2研究思路..........5
1.2.3研究框架..........5
第二章相关概念的界定与理论概述.....6
2.1冷藏乳品相关概念及分类......6
2.1.1冷藏乳品相关概念及特征......6
2.1.2冷藏乳品的分类..........6
2.2零售企业营销相关理论..........7
2.2.1品类管理..........7
2.2.2供应链优化......7
2.2.3营销策略
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