Thesis for Master’ s degree, Shanxi University, 2021
Study on Optimization of Marketing Strategy of Nut
Products -- A Case Study of YG Food Co., Ltd
Student Name
Supervisor
Major
Zhi-feng Liang
Prof. Ming-xia Zhao
Business Administration
Marketing Management
School of Economics and Management
Specialty
Department
Research Duration 2018.09-2021.06
June, 2021

目录
中文摘要........................................................................................................................I
ABSTRACT ...................................................................................................................... II
第一章绪论..................................................................................................................... 1
1.1研究背景及意义.................................................................................................... 1
1.1.1研究背景...................................................................................................... 1
1.1.2研究意义...................................................................................................... 2
1.2国内外研究现状.................................................................................................... 2
1.2.1国外研究现状.............................................................................................. 2
1.2.2国内研究现状.............................................................................................. 3
1.3研究方法................................................................................................................ 4
1.3.1文献研究法.................................................................................................. 4
1.3.2案例研究法.................................................................................................. 4
1.4研究框架及主要内容............................................................................................ 5
1.4.1研究框架...................................................................................................... 5
1.4.2主要内容...................................................................................................... 5
1.5创新之处................................................................................................................ 6
1.6相关概念界定........................................................................................................ 6
1.6.1 STP理论 ...................................................................................................... 6
1.6.2 4P理论......................................................................................................... 6
1.6.3新零售研究.................................................................................................. 7
第二章 YG公司外部环境分析 ...................................................................................... 8
2.1宏观环境分析........................................................................................................ 8
2.1.1政策环境...................................................................................................... 8
2.1.2经济环境...................................................................................................... 9
2.1.3社会环境.................................................................................................... 10
2.1.4技术环境.................................................................................................... 11
2.2行业环境分析...................................................................................................... 11
2.2.1现有企业之间竞争.................................................................................... 11
2.2.2潜在新进入者分析.................................................................................... 12
2.2.3替代品威胁分析........................................................................................ 12

2.2.4客户议价能力分析.................................................................................... 13
2.3主要竞争对手分析.............................................................................................. 13
第三章 YG公司坚果产品营销现状及存在的问题 .................................................... 16
3.1 YG公司概况 ....................................................................................................... 16
3.2 YG公司坚果产品的营销现状 ........................................................................... 18
3.3 YG公司坚果产品在营销过程中存在的问题 ................................................... 18
3.3.1定位过于年轻化流失了中老年客群........................................................ 18
3.3.2主打产品每日坚果的销量严重下滑........................................................ 19
3.3.3产品定价偏高............................................................................................ 19
3.3.4线下门店数量少且购买转化率低............................................................ 20
3.3.5广告投放和网络推广的内容缺乏新意.................................................... 21
第四章 YG公司坚果产品营销策略的优化方案 ........................................................ 22
4.1采用差异化策略来拓展中老年客户群体.......................................................... 22
4.1.1细分客群增加中老年群体........................................................................ 22
4.1.2制定出差异化营销策略............................................................................ 23
4.1.3从避强定位到重新定位............................................................................ 24
4.2创新产品做到精准获客...................................................................................... 24
4.3合理定价实现价值创新...................................................................................... 27
4.4加快新零售与全渠道布局.................................................................................. 28
4.5多元化促销实现裂变传播.................................................................................. 30
4.6小结...................................................................................................................... 31
第五章产品优化方案的实施计划和保障................................................................... 33
5.1实施计划.............................................................................................................. 33
5.2实施保障.............................................................................................................. 33
5.2.1人力保障.................................................................................................... 33
5.2.2资金保障.................................................................................................... 34
5.2.3质量保障.................................................................................................... 35
5.2.4制度保障.................................................................................................... 35
第六章结论与展望....................................................................................................... 37
6.1基本结论.............................................................................................................. 37
6.2研究局限与展望.................................................................................................. 38
。。。以下略