：随着经济的不断发展，人们生活水平的提高，甜品己成为社会大众休闲、 娱乐的首选消费食品，占人们消费支出的比重也越来越高。甜品作为现代休闲美 食的代表，正在为越来越多的人所接受和喜欢，它能提供一个健康、快乐的生活 方式。中国目前己经成为世界甜品市场中的第二大消费市场，仅次于美国。言言 甜品正是在这样一个大环境下发展起来的。但是在经营了一段时间之后，其市场 营销方面出现明显不足并影响其发展壮大。 鉴于此，本文结合言言甜品的实际情况，详细阐述其现状及问题，从而提出有 效的市场营销策略。通过查阅大量的文献资料，如市场营销的4P与7P组合理论、 甜品企业市场定位理论、STP理论等，从而有效地充实研究的理论内容。在分析 言言甜品的现状及市场定位时，对甜品行业及竞争环境进行深入分析，探讨言言 甜品的基本概况，从产品、价格、渠道、促销、人员等方面分析市场营销组合情 况，尝试运用问卷调查方法进行具体调查，继而明确言言甜品的选址定位、消费 者定位、价格定位、品牌定位。依据言言甜品的市场营销现况深入调查结果，了 解到言言甜品存在着差异化营销有待调整、服务质量有待提高、品牌宣传有待改 进等问题，进而提出对应的营销策略，并从管理制度、营销团队等方面提出实施 保障。 结合言言甜品的具体情况，通过对市场营销策略及其相关内容的了解及研究， 从而使营销理论知识得以扩展，从理论到实践，又不断地从实践中总结，进而适 时调整市场营销策略。在言言甜品的发展过程中，确定市场定位与营销策略的实 施，做好各方面的调整与改善方案，助其顺利发展，有助于促使企业更具内涵， 并能善于运用自身优势，让自己在激烈的市场竞争中立足。 关键词：甜品 市场定位 营销策略 II Market Positioning and Marketing Strategy of Yanyan Dessert Business management Profession Postgraduate Yangjie Mentor Zhangnaiwen Abstract:With the continuous development of the economy and the improvement of people's living standards, desserts have become the preferred consumer food for leisure and entertainment of the general public, and they account for an increasing proportion of people's consumption expenditures. Dessert, as a representative of modern casual food, is being accepted and liked by more and more people. It can provide a healthy and happy lifestyle. China has now become the second largest consumer market in the world's dessert market, after the United States. Yanyan Desserts developed in such an environment. However, after operating for a period of time, obvious deficiencies appeared in its marketing and affected its development and growth. In view of this, this article combines the actual situation of Yanyan Desserts, elaborates its current situation and problems in detail, and proposes effective marketing strategies. Through consulting a large number of literature materials, such as the 4P and 7P combination theory of marketing, the market positioning theory of dessert companies, STP theory, etc., the theoretical content of the research can be effectively enriched. When analyzing the current situation and market positioning of Yanyan Desserts, conduct an in-depth analysis of the dessert industry and the competitive environment, discuss the basic situation of Yanyan Desserts, analyze the marketing mix in terms of products, prices, channels, promotions, and personnel, and try to apply The questionnaire survey method conducts a specific survey, and then clearly states the location, consumer, price, and brand positioning of desserts. Based on the results of an in-depth investigation on the current marketing situation of Yanyan Desserts, it is understood that Yanyan Desserts has problems such as differentiated marketing that needs to be adjusted, service quality needs to be improved, and brand promotion needs to be improved, and then proposed to achieve differentiated marketing and improve overall service quality. Strengthen the corresponding marketing strategies of the three aspects of brand promotion and marketing, and put forward implementation guarantees III from the aspects of management system, marketing team, and incentive mechanism. Combined with the specific situation of Yanyan Desserts, through the understanding and research of marketing strategies and related content, the marketing theory knowledge can be expanded, from theory to practice, and constantly summarized from practice, and then adjust marketing strategies in time. In the development process of Yanyan Desserts, determine the market positioning and implementation of marketing strategies, make various adjustments and improvement plans, and help its smooth development, which will help promote the enterprise to have more connotation and be good at using its own advantages. I have a foothold in the fierce market competition. Keywords: dessert market positioning marketing strategy IV 目 次 摘要 ...................................................................................................................................... I Abstract: ............................................................................................................................... II 1 绪论 ................................................................................................................................. 1 1.1 研究背景 .............................................................................................................. 1 1.1.1 甜品市场消费需求旺盛 ........................................................................... 1 1.1.2 甜品企业发展趋势分析 ........................................................................... 1 1.2 研究目的及意义 .................................................................................................. 2 1.2.1 研究目的 ................................................................................................... 2 1.2.2 研究意义 ................................................................................................... 3 1.3 国内外研究情况 .................................................................................................. 3 1.3.1 国外研究现状 ........................................................................................... 3 1.3.2 国内研究现状 ........................................................................................... 4 1.3.3 国内外研究总结 ....................................................................................... 6 1.4 研究内容 .............................................................................................................. 6 1.5 研究方法 .............................................................................................................. 6 1.6 创新及不足 .......................................................................................................... 7 2 相关理论概述 ................................................................................................................. 8 2.1 甜品企业综述与研究分析 .................................................................................. 8 2.2 市场营销的管理及组合理论 .............................................................................. 8 2.2.1 市场营销的管理过程 ............................................................................... 8 2.2.2 市场营销的4P与7P组合理论 ............................................................... 9 2.2.3 甜品企业市场定位理论 ......................................................................... 10 2.3 STP理论 ............................................................................................................. 11 2.3.1 STP要素分析 .......................................................................................... 11 2.3.2 STP的实际应用 ...................................................................................... 13 3 言言甜品的现状及市场定位分析 ............................................................................... 14 3.1 甜品行业现状及竞争环境分析 ........................................................................ 14 3.1.1 甜品行业现状分析 ................................................................................. 14 3.1.2 甜品行业竞争环境分析 ......................................................................... 14 3.2 言言甜品及市场营销组合分析 ..........................................