摘要................................................................................................................................I ABSTRACT......................................................................................................................II 第1章绪论.....................................................................................................................1 1.1研究背景及意义................................................................................................1 1.2研究内容及方法................................................................................................2 1.2.1研究内容.................................................................................................2 1.2.2研究方法.................................................................................................4 1.3研究创新点........................................................................................................5 第2章文献回顾与理论基础.........................................................................................6 2.1文献回顾............................................................................................................6 2.1.1国外研究现状.........................................................................................6 2.1.2国内研究现状.........................................................................................6 2.2相关理论与分析方法........................................................................................8 2.2.1相关概念.................................................................................................8 2.2.24Ps营销理论...........................................................................................9 2.2.3PEST分析法..........................................................................................10 2.2.4波特五力模型分析法...........................................................................10 2.2.5SWOT分析法........................................................................................10 第3章A公司市场营销环境分析...............................................................................12 3.1PEST分析.........................................................................................................12 3.1.1政治环境...............................................................................................12 3.1.2经济环境...............................................................................................12 3.1.3社会环境...............................................................................................13 3.1.4技术环境...............................................................................................14 3.2波特五力模型分析..........................................................................................15 3.2.1同业竞争者的竞争情况分析...............................................................15 3.2.2新进入者威胁.......................................................................................16 3.2.3替代产品的威胁分析...........................................................................17 3.2.4供应商的议价能力分析.......................................................................17 3.2.5顾客的议价能力分析...........................................................................17 3.3SWOT分析.......................................................................................................17 第4章目标市场需求特征分析...................................................................................20 4.1问卷设计与数据收集......................................................................................20 4.1.1问卷设计...............................................................................................20 4.1.2问卷数据收集.......................................................................................20 4.2问卷结果分析..................................................................................................20 4.2.1问卷样本基本情况分析.......................................................................20 4.2.2在购买食用油时考虑的因素分析.......................................................21 4.2.3宣传手段与促销吸引力分析...............................................................22 4.2.4消费者消费习惯特征...........................................................................23 4.2.5消费者对食用油产品生产企业承诺的信任分析...............................25 4.3本章小结..........................................................................................................25 第5章A公司营销现状及存在的问题.......................................................................26 5.1A公司公司概况...............................................................................................26 5.2A公司营销现状分析.......................................................................................27 5.2.1产品丰富，受众相对集中...................................................................27 5.2.2依据期货行情灵活定价.......................................................................27 5.2.3营销渠道以传统渠道为主...................................................................28 5.2.4促销活动以销售促进为主...................................................................29 5.3A公司营销存在的问题...................................................................................29 5.3.1产品品种、结构与市场需求匹配度偏低...........................................29 5.3.2定价机制欠合理...................................................................................29 5.3.3商业渠道销售日益萎缩，终端渠道销售尚未成熟...........................30 5.3.4促销活动单一、广告宣传不足...........................................................30 5.4小结..................................................................................................................30 第6章A公司食用油营销策略优化...........................................................................31 6.1产品策略..........................................................................................................31 6.1.1品牌决策...............................................................................................31 6.1.2产品包装...............................................................................................31 6.1.3产品组合策略.......................................................................................33 6.2渠道策略..........................................................................................................33 6.2.1渠道选择...............................................................................................33 6.2.2渠道管理...............................................................................................35 6.3价格策略..........................................................................................................36 6.3.1差异化定价策略...................................................................................36 6.3.2组合定价策略.......................................................................................36 6.3.3竞争导向定价法...................................................................................36 6.4促销策略...........................................................................................................36 6.4.1价格促销策略........................................................................................37 6.4.2广告促销策略.......................................................................................37 6.4.3网络促销策略.......................................................................................37 第7章A公司食用油营销策略优化的保障措施........................................................39 7.1组织架构保障..................................................................................................39 7.2资金保障...................................................................................