I 摘要 随着我国改革开放的不断深入发展，我国居民生活水平大幅度提升，给休 闲食品行业带来了高速发展的新机遇。同时我国休闲食品人均消费量为2千克， 相比发达国家还有很大的上升空间，休闲食品需求市场还是很大的。相比2010 年，人们的休闲方式发生了很大的变化，在聚会过程中，休闲食品已经悄悄的 进入了消费者的视野中。在“互联网 +”时代，众多实体知名休闲食品品牌，为了 获得更大的市场占有率，提高其品牌知名度，开始利用大数据和新媒体工具， 往线上交易发展，向新零售理念靠拢，找到全新销售运营的方法，使企业发展 优势更大。三只松鼠、良品铺子、百草味等休闲零食龙头企业纷纷抢滩线上营 销，并取得了巨大的营销成果，这无疑给煌上煌带来了良好的示范效应。 本文从煌上煌现状出发，进行相关的网络营销策略研究。结合文献法、对 比分析法分析煌上煌现在所面临的局面，通过分析可以看出煌上煌网络营销的 力度还不够大，在网络渠道和推广方面明显不足，企业要在注重公司产品开发 的同时加强质量控制，大力拓宽网络营销的渠道，扩大网络宣传力度，塑造公 司品牌形象。笔者通过4P 理论来探索适合煌上煌的网络营销策略，认为煌上煌 可以通过线上组合产品销售来吸引客户的点购，加大微信公众号的文案推送来 保持与消费者的粘度，同时扩大产品的推广力度来保证煌上煌在卤制品界的地 位。 关键词：煌上煌；休闲食品；网络营销 ABSTRACT II ABSTRACT With the deepening development of China's reform and opening up, the living st andards of Chinese residents have been greatly improved, bringing new opportunities for the rapid development of the leisure food industry. At the same time, the per capit a consumption of leisure food in China is 2 kg, which still has a large room to rise co mpared with developed countries, and the demand market for leisure food is still very large. Compared with 2010, great changes have taken place in people's leisure way. During the party, leisure food has quietly entered consumers' vision. In the era of "Int ernet +", many entity well-known leisure food brands, in order to gain a larger market share and improve their brand awareness, start to use big data and new media tools to develop online transactions, approach the new retail concept, and find new ways of s ales operation, so as to enhance their development advantages. Three squirrels, liangp ai shop, baicao taste and other leisure snack leading enterprises have rushed to the bea ch of online marketing, and achieved great marketing results, which undoubtedly bro ught a good demonstration effect to Huangshanghuang. Based on the current situation of Huangshanghuang, this paper studies the releva nt network marketing strategies. Combining with the analysis method of literature, co mparative analysis on bright bright now facing the situation, through the analysis can be seen that achieves the greatest network marketing strength is not enough big, in the aspect of network channels and promotion, enterprises should pay attention to the co mpany product development while strengthening quality control, vigorously expand t he network marketing channels, expand the network propaganda, shape corporate bra nd image. Through the 4P theory, the author explored the network marketing strategy suitable for Huangshanghuang, and believed that Huangshanghuang can attract custo mers' ordering through online combined product sales, increase the copy push of WeC hat public account to maintain the viscosity with consumers, and expand the promotio n of products to ensure the position of Huangshanghuang in the halogen industry. Key words:Huangshanghuang; Snack food; E- marketing 目 录 III 目 录 第1章 绪论 ................................................................................................................. 1 1.1 选题背景和意义 ............................................................................................. 1 1.1.1 选题背景 ............................................................................................... 1 1.1.2选题意义 ................................................................................................ 2 1.2 研究现状分析 ................................................................................................. 2 1.2.1 关于休闲食品产业发展的研究 ........................................................... 2 1.2.2 关于网络营销策略的研究 ................................................................... 4 1.2.3 关于休闲食品行业网络营销研究 ....................................................... 5 1.3 基本思路和研究方法 ..................................................................................... 7 1.3.1 基本思路 ............................................................................................... 7 1.3.2 研究方法 ............................................................................................... 8 1.3.3 可能取得的创新之处及不足 ............................................................... 8 第2章 理论基础 ......................................................................................................... 9 2.1 网络营销理论 ................................................................................................. 9 2.1.1 网络营销概念 ....................................................................................... 9 2.1.2 网络营销优势 ....................................................................................... 9 2.1.3 网络营销基础理论 ............................................................................. 10 2.2 产品定位理论 ............................................................................................... 11 2.3 4P营销组合策略 ........................................................................................... 13 第3章 煌上煌现状分析 ........................................................................................... 15 3.1 煌上煌简介 ................................................................................................... 15 3.2 煌上煌网络营销存在的主要问题 ............................................................... 18 3.2.1 产品定位不清晰 ................................................................................. 18 3.2.2 新产品开发速度慢 ............................................................................. 19 3.2.3 价格不具有优势 ................................................................................. 19 3.2.4 渠道传播方式收效差 ......................................................................... 20 3.2.5 网络推广能力弱 ................................................................................. 21 第4章 煌上煌网络营销存在问题分析 ................................................................... 22 目 录 IV 4.1 客户的稳定性较低 ....................................................................................... 22 4.2 市场份额较低 ............................................................................................... 23 4.3 线上渠道推广效果较差 ............................................................................... 24 4.4 推广费用低 ................................................................................................... 26 第5章 煌上煌网络营销策略改进及实施保障 ....................................................... 28 5.1 实施线上产品策略的多样化 ....................................................................... 29 5.1.1 产品定位 ............................................................................................. 29 5.1.2 产品组合 ............................................................................................. 29 5.1.3 包装改进 ............................................................................................. 30 5.2 控制成本，降低价格 ................................................................................... 31 5.3 拓宽网络渠道 ............................................................................................... 31 5.3.1 电子商务平台 ..................................................................................... 31 5.3.2 微信商城 ............................................................................................. 32 5.3.3 直播带货 ......................................