随着我国经济稳定较快的发展,人民的生活质量也得到了普遍提高,在人们 追求有品味生活的同时,健康变得越来越被人们所重视现在的消费者尤其是居 住在城市的消费者更加重视健康饮食和合理膳食,开始青睐于绿色无污染的健康 食品 目前,马铃薯粉制品的市场,低端劣质产品大行其道,传统粉制品已经不能 满足消费者的需求针对此种状况,甘肃丰收公司适时推出了马铃薯水晶粉产品 面对激烈的市场竞争,对于刚刚进入马铃薯粉制品行业的甘肃丰收公司,不仅要 追求利润,更要为企业可持续发展打下坚实的基础能否科学地分析市场!制定 营销策划方案,是丰收公司马铃薯水晶粉项目成败的决定因素 本方案作者担任马铃薯水晶粉项目的负责人方案首先对甘肃丰收公司面临 的宏观环境!马铃薯粉制品行业现状!消费者行为进行了分析,应用SWOT对 甘肃丰收公司优势!劣势!机会和威胁进行了分析,结合企业实际制定出了营销 战略,应用4P理论对马铃薯水晶粉产品!价格!渠道和促销策略进行了论述, 最后,提出了营销实施方案 关键词:马铃薯水晶粉市场分析营销策略实施方案娜A学位报告作者:徐云峰甘肃丰收公司马铃薯水晶粉营销策划方案 ABSTRACT WithstableandrapidnationaleeonomiegrowthinChina,thequalityofPeoPle.s life15greatlyimProved.AsPeoPleeontinuetoPursuequality一orientedlife,health15 takenmoreseriously.PeoPlebuilduPtheirhealththroughPaymoreattentionto healthyandrationaldiet,healthydietbenefitsourhealth.NoweonsumersesPeeially livingintheeityareinereasingtheirdemandsforgreen,Pollution一freehealthfood. AtPresent,themarketsforvermieelliProduetsmadefromPotato,shoddyand inferiorProduetsfollowfast,traditionalProduetstrueture15nolongertomeet consumers.needs.Aceordingtothissituation,GansuFengshouCo.introdueederystal noodlesmadefromPotato.Faeingsh呷marketeomPetition,GansuFengshouCo. whichhasjustenteredintoPotatovermieellimarkets,15notonlyPursuingbenefits, moreimPortant15tolayasolidfoundationforsustainabledeveloPmeniofenterprise. Howtouseseientificmethodtoanalyzemarket,designtheeorresPondingmarket strategywillbeastoPPriorityofenteringintothemarketforGansuFengshouCo. Theauthor15workinginGansuFengshouCo.asaProjectmanager,when writingthisarticle:theProjeet15runningatsametime.UsingmethodofPraetieeand sumuPatthesametime,analyzemacro一environmentofGansuFengshouCo.,analyze themarketanddemandsofeonsumersthroughresearehingandanalyzingeurrent market.Analyzethestrength,weakness,oPPortUnitiesandthreatsofGansuFengshou Co.throughSWOT:designtherelevantmarketstrategyinaceordaneewiththereality oftheeomPany.Undertheguidaneeofstrategy,PositionthemarketandProduets, aPPly4PSmethodofPhilliPsKetletoPractiee,diseussPriee,channel,Promotionand Produetstrategy.Intheendoftheartiele,listmeasuresandmethodswhiehensure apPlieationofthemarketstrategy,50itcouldhelPtosolveaetualProblemsinthe enterprise. Keywords:PotatoCrystalNoodlesMarketAnalysisMarketingStrategy ImPlementationofPrograrnmes 之MBA学位报告作者:徐云峰甘肃丰收公司马铃薯水晶粉营销策划方案 目录 前言......................................................................................................................1 一!甘肃丰收公司发展概况..........................2 二!甘肃丰收公司马铃薯水晶粉市场分析及营销战略......................:.........3 (一)丰收公司宏观营销环境分析..................................................................3 (二)马铃薯粉制品行业现状分析..................................................................7 (三)马铃薯水晶粉消费者行为分析,...........................................................12 (四)甘肃丰收公司主要竞争对手分析........................................................14 (五)丰收公司SWOT分析...........................................................................17 (六)丰收公司的营销战略............................................................................20 三!甘肃丰收公司马铃薯水晶粉市场定位策略................................................22 (一)丰收公司马铃薯水晶粉产品的市场细分............................................22 (二)丰收公司马铃薯水晶粉目标市场选择................................................24 (三)丰收公司马铃薯水晶粉市场定位策略................................................25 四!甘肃丰收公司马铃薯水晶粉营销策略........................................................25 (一)产品策略................................................................................................25 (二)价格策略................................................................................................27 (三)渠道策略................................................................................................30 (四)促销策略................................................................................................36 五!甘肃丰收公司马铃薯水晶粉营销实施方案................................................38 (一)组织构架和人员配置............................................................................38 (二)运作方式................................................................................................40 (三)步骤和日程,.....................................................................................41 (四)营销控制..............,...........................................................................43 (五)费用预算..............,.,...................................................................45