摘要
摘要
自正式加入 WTO以来，国内经济实现了跨越式增长，国民生活水平和消费
观念随之发生了巨大变化。在饮食方面，大众愈发关注食品口味、品牌、包装、
营养、健康及安全等因素，烘焙食品因携带方便、味道甜美、包装精致的特点愈
发受到青睐，巨大的市场需求推动着烘焙行业快速向前发展，随着西方食品加工
巨头的相继入场，国内行业的竞争态势更为激烈。为充分应对市场竞争，打破保
守的营销思维，摆脱发展困境，国内烘焙企业纷纷将重心移至对营销策略的优
化。
本文深入分析了烘焙行业的市场环境，选择 Y食品公司作为研究对象，阐
述了其所采取的经营模式和营销方式，根据问卷调查收集的数据反馈，指出了 Y
公司营销模式中存在的问题。在此基础上，就如何调整营销策略提出针对性的解
决思路，为 Y食品公司摆脱短板拖累，实现从区域性品牌向全国知名品牌的跨
越发展。
本文共分六个章节，首先介绍了研究背景、研究意义，通过对国内外学者的
文献查阅、整理，探讨营销理论发展的现状，确定了研究内容和研究方法；其次
着重介绍了 Y食品公司的经营状况及现阶段所采取的营销策略，然后通过设计
的调查问卷结果反馈进行数据整理，指出 Y食品公司营销过程中存在的问题；
再次通过波特五力模型和 STP理论对 Y公司的营销战略进行规划调整，以战略
为指导实施针对性的营销策略优化；最后部分是结束语。
关键词：问卷调查；冷链物流；网络营销
论文类型：应用类
选题来源：自选
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ABSTRACT
ABSTRACT
Since the formal accession to WTO, the domestic economy has achieved a
leapfrog growth, and the national living standard and consumption concept have
undergone great changes. In terms of diet, the public is paying more and more
attention to factors such as food taste, brand, packaging, nutrition, health and safety.
Baked food is more and more popular due to its convenient portability, sweet taste, and
exquisite packaging. The huge market demand promotes the rapid development of the
baking industry. Moving forward, with the successive entry of Western food
processing giants, the competitive situation in the domestic industry has become more
intense.In order to fully respond to the market competition, break the conservative
marketing thinking and get rid of the development dilemma, domestic baking
enterprises have shifted their focus to the optimization of marketing strategy.
This paper makes an in-depth analysis of the market environment of the baking
industry, selects Y food Company as the research object, expounds its business model
and marketing methods, and points out the problems existing in the marketing model
of Y company according to the data feedback collected from the questionnaire
survey.On this basis, we put forward targeted solutions on how to adjust marketing
strategies, so that Y Foods can get rid of the disadvantages of shortcomings and
achieve leapfrog development from a regional brand to a well-known brand in the
country.
This paper is divided into six chapters. Firstly, it introduces the research
background and significance, discusses the development status of marketing theory
through literature review and sorting of domestic and foreign scholars, and determines
the research content and research methods;Secondly, the business status and current
stage of Y Food Company are introduced. The marketing strategy adopted, and then
through the design of the questionnaire result feedback to organize the data, point out
the problems in the marketing process of Y Food Company; again use Porter’s five
forces model and STP theory to plan and adjust the Y company’s marketing strategy.
Strategy is to guide the implementation of targeted marketing strategy optimization;
the last part is the concluding remarks.
KEY WORDS:Questionnaire survey;Cold chain logistics;the network marketing
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ABSTRACT
Dissertation type: Application
Subject source: Optional
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