I 中文摘要 HM食品有限公司是一家以速冻食品、熏酱制品生产、配送、销售于一体的中 型民营深加工企业。本文运用文献检索法、实地调查法、理论与实际相结合等研 究方法对HM公司营销现状进行了阐述，并从外部和内部两个角度对公司营销环 境进行了分析。根据分析结果运用4P营销组合策略，分别从产品、价格、渠道、 促销四个角度为HM食品有限公司制定了营销策略，提出HM食品有限公司应注 重产品创新，走产品差异化路线；要灵活调整价格，扩大利润空间；要扩展销售 渠道，发展网络营销；应开展多样化促销方式和广告宣传方式。从组织机构、人 力资源、资金、企业文化四个方面制定了营销策略实施的保障措施。 关键词：营销策略；速冻食品；营销渠道；产品创新 黑龙江大学硕士学位论文 II Abstract HM Food Co., Ltd. is a medium-sized private deep processing enterprise integrating the production, distribution and sales of frozen food and smoked sauce products. In this paper, literature search, field investigation, theory and practice are used to explain the marketing situation of HM company, and the marketing environment of HM company is analyzed from the external and internal perspectives. According to the analysis results, using 4P marketing mix strategy, the marketing strategy for HM Food Co., Ltd. is formulated from four aspects of product, price, channel and promotion. It is proposed that HM Food Co., Ltd. should pay attention to product innovation and take the route of product differentiation; flexibly adjust prices and expand profit space; expand sales channels and develop network marketing; carry out diversified promotion methods and Advertising methods. From the four aspects of organization, human resources, capital and corporate culture, the paper makes the guarantee measures for the implementation of marketing strategy. Keywords：Marketing strategy; Frozen food; Marketing channel; Product innovation 目录 III 目录 中文摘要 ........................................................................................................................... I Abstract ............................................................................................................................. II 绪论 .................................................................................................................................. 1 一、研究背景 .......................................................................................................... 1 二、研究目的与意义 .............................................................................................. 1 （一）研究目的 .............................................................................................. 1 （二）研究意义 .............................................................................................. 2 三、国内外研究现状 .............................................................................................. 2 （一）国外研究现状 ...................................................................................... 2 （二）国内研究现状 ...................................................................................... 3 （三）国内外研究评述 .................................................................................. 5 四、研究内容与研究方法 ...................................................................................... 5 （一）研究内容 .............................................................................................. 5 （二）研究方法 .............................................................................................. 6 第一章 理论基础 ............................................................................................................ 7 第一节 营销策略理论 ............................................................................................ 7 第二节 STP营销理论 ............................................................................................ 8 本章小结 .................................................................................................................. 9 第二章 HM食品有限公司营销现状及存在问题分析 ............................................... 10 第一节 HM食品有限公司基本概况 ................................................................... 10 一、公司简介 ................................................................................................ 10 二、发展历程 ................................................................................................ 10 三、组织架构 ................................................................................................. 11 四、产品概况 ................................................................................................ 12 黑龙江大学硕士学位论文 IV 第二节 HM食品有限公司营销现状 ................................................................... 13 一、营销收入与成本 .................................................................................... 13 二、营销渠道 ................................................................................................ 14 三、营销队伍 ................................................................................................ 15 第三节 HM食品有限公司营销存在的主要问题 ............................................... 16 一、缺少全国性的品牌影响力 .................................................................... 16 二、本地市场的低价促销策略效果渐失 .................................................... 16 三、外地市场的销售业务拓展缓慢 ............................................................ 18 四、现行促销手段效果不明显 .................................................................... 19 第四节 HM食品有限公司营销存在问题的成因分析 ....................................... 20 一、品牌建设意识淡薄 ................................................................................ 20 二、产品定价缺乏弹性 ................................................................................ 20 三、渠道管控能力不足 ................................................................................ 21 四、营销团队欠缺专业性 ............................................................................ 21 本章小结 ................................................................................................................ 21 第三章 HM食品有限公司营销环境分析 ................................................................... 22 第一节 宏观环境分析 .......................................................................................... 22 一、政策环境分析 ........................................................................................ 22 二、社会环境分析 ........................................................................................ 23 三、技术环境分析 ........................................................................................ 23 第二节 行业环境分析 .......................................................................................... 24 一、行业竞争激烈且市场份额向大企业集中 ............................................ 24 二、行业市场发展空间与前景广阔 ............................................................ 26 第三节 内部环境分析 .......................................................................................... 28 一、产品品质分析 ........................................................................................ 28 目录 V 二、生产能力分析 ........................................................................................ 30 三、研发能力分析 ........................................................................................ 31 本章小结 ................................................................................................................ 32 第四章 HM食品有限公司营销策略的选择 ............................................................... 34 第一节 目标市场分析 .......................................................................................... 34 一、市场细分 ................................................................................................ 34 二、目标市场 ................................................................................................ 35 三、市场定