I 摘要 随着人们生活水平的提高，大家对于生活物质上的质量要求也随之越高，从而 激发了我国的调味品市场的新活力。中国的调味品行业现已拥有近万家大中小企 业，他们互相竞争，分刮着市场的份额。对老字号调味品企业来说，一方面，面对 老字号所特有的价值和品牌，企业想要原汁原味地传承和坚守困境。另一方面，动 荡的市场环境要求企业通过不断变革跟上时代的脚步。因此市场营销对于企业的发 展来说至关重要的，营销策略的优化可以使企业在发展过程中获得更好的机遇，从 而使自己拥有强而有力的竞争优势。 本文以调味品、白酒行业的现实状况为背景，以丽水鱼跃酿造食品有限公司的 实际情况为研究对象。首先，对该企业的发展背景进行介绍，以企业近十年发展脉 络为研究切入点，并归纳成三个重要的发展阶段。其次，结合每个阶段对市场环境 进行分析，整理出企业在不同阶段的营销方式。最后，利用4PS营销管理的相关理 论，从产品、价格、渠道、促销四个方面提炼营销策略。通过分析总结，给出研究 建议并进行前景展望。 本文研究的创新点有：第一、通过研究丽水鱼跃酿造食品有限公司近十年的营 销历程，认识了营销策略的制定对老字号企业的重要性。第二、根据鱼跃的发展案 例，归纳了中小型企业普遍存在的营销问题，从企业温和改善过程中，提炼有指导 价值的营销策略，旨在为其他食品企业提供借鉴。 关键字：老字号；调味品；4ps；pest理论；营销策略 Abstract II ABSTRACT Withtheimprovementofpeople'slivingstandards,people'srequirementsforquality oflifematerialarealsohigher,thusstimulatingthenewvitalityofthespicemarketin China.China'sseasoningindustrynowhasnearly10,000largeandmedium-sized enterprises,whichcompetewitheachotherandsharethemarketshare.Ontheonehand, facedwiththeuniquevalueandbrandoftime-honoredbrands,enterpriseswanttoinherit andsticktotheplightwithauthenticity.Ontheotherhand,theturbulentmarket environmentrequiresenterprisestokeepupwiththepaceofTheTimesthrough continuouschanges.Therefore,marketingisofvitalimportancetothedevelopmentof enterprises.Theoptimizationofmarketingstrategiescanenableenterprisestogetbetter opportunitiesinthedevelopmentprocess,sothattheyhavestrongandpowerful competitiveadvantages. Thispapertakestherealityofflavoringsandliquorindustryasthebackground,and takestheactualsituationoflishuiyuyuebrewingfoodcompanyLTDastheresearch object.Firstly,itintroducesthedevelopmentbackgroundoftheenterprise,takesthe developmentoftheenterpriseinrecenttenyearsasthestartingpointofstudy,and concludesintothreeimportantdevelopmentstages.Secondly,analyzethemarket environmentineachstageandsortoutthemarketingmethodsofenterprisesindifferent stages.Finally,marketingstrategiesareextractedfromfouraspects:product,price, channelandpromotionbyusingrelevanttheoriesof4PSmarketingmanagement. Throughanalysisandsummary,theresearchSuggestionsaregivenandtheprospectis given. Theinnovationpointsofthispaperinclude:First,throughstudyingthemarketing processoflishuiyuyuebrewingfoodcompanyLTD.Fornearlytenyears,the importanceofmarketingstrategyformulationtothetime-honoredenterpriseswas Abstract III recognized.Secondly,accordingtothedevelopmentcaseofyuyue,thispaper summarizesthemarketingproblemscommonlyexistinginsmallandmedium-sized enterprises,andextractsguidingmarketingstrategiesfromtheprocessofmodest improvementofenterprises,inordertoprovidereferenceforotherfoodenterprises. Keywords:time-honoredbrand;Seasoning;4ps;PESTAnalysis;marketingstrategy 目录 IV 目录 摘要...............................................................................................................................................I ABSTRACT....................................................................................................................................II 目录.............................................................................................................................................IV 第一章绪论.................................................................................................................................1 第一节研究背景..................................................................................................................1 第二节研究意义..................................................................................................................2 第三节研究思路..................................................................................................................3 第四节研究方法..................................................................................................................4 第五节研究内容..................................................................................................................4 第六节创新点......................................................................................................................5 第二章理论基础与文献综述.....................................................................................................6 第一节相关概念..................................................................................................................6 一、酿造食品...............................................................................................................6 二、老字号企业...........................................................................................................6 三、市场营销...............................................................................................................6 第二节相关理论..................................................................................................................7 一、4PS理论................................................................................................................7 二、PEST理论..............................................................................................................7 三、五力模型...............................................................................................................8 四、STP分析................................................................................................................9 第三节国内外文献综述......................................................................................................9 一、对酿造食品的相关研究.......................................................................................9 二、老字号企业的研究现状.....................................................................................10 三、对调味品行业发展的研究.................................................................................11 第三章丽水鱼跃酿造食品有限公司营销环境分析..............................................................13 第一节宏观环境分析........................................................................................................13 目录 V 一、政治环境分析.....................................................................................................13 二、经济环境分析.....................................................................................................14 三、文化环境分析.....................................................................................................15 四、科技环境分析.....................................................................................................16 第二节企业内部环境分析................................................................................................17 一、企业组织架构.....................................................................................................17 二、企业基本概况及成长阶段分析.........................................................................17 第三节产业环境分析........................................................................................................19 一、供应商因素.........................................................................................................19 二、购买者因素.........................................................................................................20 三、潜在竞争者因素.................................................................................................20 四、替代品因素.........................................................................................................21 五、行业内竞争者因素.....................