III 目录 摘要...........................................................................................................................................I ABSTRACT.................................................................................................................................II 第 1 章 绪论..........................................................................................................................1 1.1 研究背景及研究意义...............................................................................................1 1.1.1 研究背景........................................................................................................1 1.1.2 研究意义........................................................................................................1 1.2 研究内容和方法.......................................................................................................2 1.2.1 研究内容........................................................................................................2 1.2.2 研究方法........................................................................................................2 1.3 本文创新点...............................................................................................................3 第 2 章 相关概念和理论基础..............................................................................................4 2.1 市场营销概念...........................................................................................................4 2.2 顾客价值理论...........................................................................................................5 2.3 4Ps 营销理论.............................................................................................................5 2.4 STP 分析法.................................................................................................................6 2.4.1 市场细分........................................................................................................6 2.4.2 目标市场........................................................................................................6 2.4.3 市场定位........................................................................................................6 2.5 PEST 分析法...............................................................................................................7 2.6 SWOT 分析法.............................................................................................................7 第 3 章 Z 食品有限公司营销现状和问题分析...................................................................9 3.1 Z 食品有限公司基本情况.........................................................................................9 3.2 Z 食品有限公司营销现状分析...............................................................................14 3.2.1 市场定位......................................................................................................14 3.2.2 产品策略......................................................................................................153.2.3 渠道策略......................................................................................................16 3.2.4 品牌策略......................................................................................................17 3.2.5 价格策略......................................................................................................17 3.2.6 促销策略......................................................................................................17 3.2.7 关系营销策略..............................................................................................19 3.3 Z 食品有限公司营销策略中存在的问题及成因分析...........................................20 3.3.1 营销策略中存在的问题..............................................................................20 3.3.2 营销问题成因分析......................................................................................21 第 4 章 Z 食品有限公司营销环境分析.............................................................................23 4.1 外部宏观环境 PEST 分析.......................................................................................23 4.1.1 政策环境......................................................................................................23 4.1.2 社会文化......................................................................................................24 4.1.3 经济环境......................................................................................................25 4.1.4 技术环境......................................................................................................26 4.2 客户消费行为特点的分析.....................................................................................27 4.3 中式糕点行业竞争状况分析.................................................................................28 4.3.1 市场容量......................................................................................................28 4.3.2 同行业竞争态势..........................................................................................28 4.4 SWOT 分析...............................................................................................................31 4.4.1 面临的机会..................................................................................................31 4.4.2 面临的威胁..................................................................................................32 4.4.3 内部优势......................................................................................................32 4.4.4 内部劣势......................................................................................................33 第 5 章 Z 食品有限公司营销策略优化.............................................................................35 5.1 市场定位策略.........................................................................................................35 5.1.1 开辟农村市场..............................................................................................35 5.1.2 开拓国际市场..............................................................................................35 5.2 产品策略.................................................................................................................35 5.2.1 产品多样化创新..........................................................................................35摘要 V 5.2.2 包装创新......................................................................................................36 5.2.3 推进中式面点快餐化..................................................................................37 5.2.4 扩展产品品类..............................................................................................37 5.3 渠道策略.................................................................................................................37 5.3.1 重视网络营销..............................................................................................37 5.3.2 科学选址......................................................................................................38 5.4 价格策略.................................................................................................................39 5.5 促销策略.................................................................................................................39 5.5.1 营销体系创新..............................................................................................39 5.5.2 重视顾客忠诚度培养..................................................................................40 第 6 章 Z 公司营销优化保障措施.....................................................................................41 6.1 建立人才梯队，加强业务培训.............................................................................41 6.2 强化经营管控..........................................................................................