近年来，中国经济发展迅速，快速消费品行业作为满足国民生活需求的核心行业， 表现尤为突出。S 企业成立 20 余年，是一家主要从事进口食品分销的外资企业。经 历了过去十年的快速发展，目前处于发展的瓶颈期。 本论文根据市场定位理论和 7Ps 营销组合理论，按照发现问题，研究问题及处理 问题的逻辑，对 S 企业存在的营销问题进行分析并提出相应的营销策略。根据给分析， 本研究认为 S 企业应该在定位上强化企业“美好食品、美好生活”的品牌形象定位， 重新划分目标市场，分高端、中端、低端三级管理；在产品策略上，应该优化产品品 类，升级产品包装；在价格策略上，应该做好产品定价管理，加强客户授信的管理。 控制好库存成本、人工成本的控制以及销售费用；在推广策略上，应该加大产品推广 力度，做好线上线下联合推广，以及做好公关宣传；在渠道策略上，应该优化渠道管 理，重点发展直营客户，建立经销商考核制度，完善准入和退出机制；在人员策略上， 要完善员工培训制度，入职培训与定期培训相结合，建立员工激励制度；在有形展示 策略上要，要做好产品宣传及客户培训，重视各项赛事的宣传，做好企业社会责任； 在过程策略上，要制定标准化业务流程，提升服务质量。 关键词，快速消费品；营销策略；S 食品快消企业III Abstract In recent years, China's economy has developed rapidly, and the fast-moving consumer goods industry has been particularly prominent as a core industry that meets the needs of national life. S company has been established for more than 20 years and is a foreign-invested enterprise mainly engaged in the distribution of imported food. It has experienced rapid development in the past ten years and is currently in the bottleneck of development. According to the market positioning theory and 7Ps marketing theory, this paper analyzes the marketing problems of S company and proposes corresponding marketing strategies according to the problems of discovering problems, researching problems and dealing with problems. According to the analysis, this study believes that S enterprises should strengthen the brand image orientation of “good food and good living” in the positioning. And re-divide the target market, which is divided into high-end, mid-end and low-end management. In product strategy, it should optimize product categories and upgrade product packaging. In terms of price strategy, product pricing management should be done to strengthen customer credit management. Better control the inventory cost, labor cost and sales expenses. In the promotion strategy, we should increase product promotion efforts, improve on online and offline promotion and develop in public relations. In channel strategy, channel management should be optimized. Develop direct and end customers, establish an evaluation system for sub-distributor. In terms of personnel strategy, we must improve the staff training system, combine on board training and regular training. To be establish an employee incentive system. Set up product promotion and customer training, pay attention to the promotion of various events, and play an important role in corporate social responsibility. In the process strategy, we must develop standardized business processes and improve service quality. Keywords: Fast Moving Consumer Goods; S Food Enterprises; Marketing Strategy目录 致谢.....................................................................................................................................................I 摘要....................................................................................................................................................II Abstract.............................................................................................................................................. III 第 1 章 绪论......................................................................................................................................1 1.1 选题背景 .................................................................................................................................1 1.2 研究意义 .................................................................................................................................2 1.3 国内外研究现状 .....................................................................................................................3 1.3.1 国外研究现状 ..................................................................................................................3 1.3.2 国内研究现状 ..................................................................................................................4 1.4 研究方法 .................................................................................................................................5 1.5 研究内容及框架 .....................................................................................................................6 第 2 章 理论基础..............................................................................................................................8 2.1 STP 理论....................................................................................................................................8 2.2 7Ps 营销理论............................................................................................................................9 2.3 客户关系理论(CRM) .............................................................................................................11 第 3 章 S 公司营销策略现状..........................................................................................................12 3.1 S 公司现状..............................................................................................................................12 3.1.1 S 公司的概况...................................................................................................................12 3.1.2 S 公司组织架构...............................................................................................................13 3.1.3 S 公司的产品...................................................................................................................13 3.1.4 S 公司现有的销售渠道...................................................................................................14 3.2 SWOT 分析 ............................................................................................................................. 15 3.2.1 优势 ................................................................................................................................15 3.2.2 劣势 ................................................................................................................................16 3.2.3 机会 ................................................................................................................................18 3.2.4 威胁 ................................................................................................................................19 第 4 章 S 公司当前存在的营销问题..............................................................................................22 4.1 产品 ........................................................................................................................................224.1.1 定位问题 ........................................................................................................................22 4.1.2 产品体系单一 ................................................................................................................22 4.2 价格 .......................................................................................................................................22 4.2.1 定价问题 ........................................................................................................................22 4.2.2 成本控制 ........................................................................................................................23 4.3 推广 .......................................................................................................................................24 4.3.1 推广方案单一 ......................................................................