专业学位硕士学位论文
ZK 食品有限公司营销策略研究
The Study on Marketing Strategy of ZK Food Co,Ltd.
作 者 姓 名： 王一淇
学科、 专业： 工商管理
学 号： 41911759
指 导 教 师： 俞明南
完 成 日 期： 2022 年 5 月 28 日
大连理工大学
Dalian University of Technology
大连理工大学学位论文独创性声明
作者郑重声明：所呈交的学位论文， 是本人在导师的指导下进行研究
工作所取得的成果。尽我所知，除文 中已经注明引用内容和致谢的地方外，
本论文不包含其他个人或集体已经发表的研究成果，也不包含其他已申请
学位或其他用途使用过的成果。与我一同工作的同志对本研究所做的贡献
均已在论文中做了明确的说明并表示了谢意。
若有不实之处，本人愿意承担相关法律责任。
学位论文题目：ZK 食品有限公司营销策略研究
作 者 签 名 ： 日期： 2022 年 5 月 28 日
大连理工大学专业学位硕士学位论文
摘 要
近年来，我国 GDP 持续稳定增长，居民消费水平提升，消费者对于美好生活的追求
日益增长，咖啡作为品质生活方式下的细分商品如今备受关注。随着消费者对咖啡的好
感升温和饮用习惯逐渐养成，中国咖啡市场从最早的“身份消费”逐渐进入“功能消费”
与“品质消费”并重，消费者越来越注重咖啡的品质、风味和性价比。随着互联网技术
高速发展和新零售思想的提出，居民消费习惯开始向线上转移。同时，受疫情影响，线
下消费受阻，传统咖啡企业借力互联网陆续进驻电商平台，为增强自身综合竞争力，企
业应顺应时代发展趋势,考虑互动式整合营销传播模式[1]，调整营销策略，探索将线上销
售与线下销售相结合，从而赢得更多的市场份额。
本文的研究对象 ZK 食品有限公司是云南保山的一家咖啡公司，成立初期只在电商
平台代销茶叶、咖啡等当地土特产品，如今已发展成为“从种子到杯子”的咖啡公司，
建立了集精品小粒咖啡种植、生产、加工、电商销售、线下体验为一体的全产业链。随
着咖啡市场竞争的不断激烈，ZK 食品有限公司的线上竞争对手增加，公司销售额受到影
响，年销售收入虽然能实现正增长，但明显增长乏力，产品盈利能力下滑，公司发展进
入了瓶颈期。
本文将运用市场营销理论与工具，首先，对 ZK 食品有限公司的基本情况和营销现
状进行分析，提出 ZK 食品有限公司目前营销存在的问题，即目标市场定位不够清晰、
产品竞争力较弱、营销渠道单一、促销效果不佳，售后服务不到位等，并对原因进行了
分析；其次，从宏观环境、市场需求和行业竞争环境等方面进行外部环境分析，从公司
的资源能力方面进行内部环境分析；接着，运用 STP 理论进行市场细分、选择目标市场、
明确市场定位，结合公司实际情况，从产品、价格、渠道、促销、服务等方面为公司设
计营销策略；最后，从制度、组织、人力资源等方面制定相应措施，以保障营销策略的
实施。通过本文的分析，为 ZK 食品有限公司优化营销策略，使其在激烈的市场竞争中
获得长久稳健的发展，也为本土相似的咖啡企业改进营销策略提供参考。
关键词：市场营销；营销策略；线上销售；电商；精品小粒咖啡
- ⅠI - ZK 食品有限公司营销策略研究
The Study on Marketing Strategy of ZK Food Co,Ltd.
Abstract
In recent years, China;s GDP continues to grow steadily, People;s consumption level
increased, and consumers are increasingly pursuing a better life. Coffee, as a segmented
product of quality lifestyle, has attracted much attention. As consumers; preference for coffee
grows and their drinking habits are gradually formed, The Chinese coffee market has
gradually shifted from the earliest "status consumption" to "functional consumption" and
"quality consumption", and consumers are paying more and more attention to the quality,
flavor and cost performance of coffee. With the rapid development of Internet technology and
the proposal of new retail ideas, residents; consumption habits begin to shift to online. At the
same time, affected by the epidemic, offline consumption, traditional coffee from Internet
enterprises in electric business platform, to enhance their comprehensive competitive strength,
enterprises should keep up with the development of The Times trend, consider interactive
integrated marketing communication model, adjust the marketing strategy, explore the
combination of online and offline sales, so as to win more market share.
In this thesis, the research object of ZK food co, LTD., is a coffee company in yunnan
baoshan, early in the electric business platform on a commission basis only local native
products such as tea, coffee, now has developed into a "from seed to cup of coffee" company,
set up a small grain of coffee set fine planting, production, processing, sales of electricity,
offline experiences for the integration of the whole industrial chain. With the increasingly
fierce competition in the coffee market, online competitors of ZK Food Co., Ltd. are
increasing, and the company;s sales are affected. Although the annual sales revenue can
achieve positive growth, the growth is obviously weak, and the profitability of products
declines, and the company;s development has entered a bottleneck period.
This thesis will use marketing theory and tools, first of all, to ZK Food Co., Ltd. of the
macro environment, market demand and industry competition environment of the external
environment analysis, and the company;s resources and capacity and marketing status of the
internal environment analysis, put forward ZK Food Co., Ltd. of the current marketing
problems. That is, the target market positioning is not clear enough, the product
competitiveness is weak, the marketing channel is single, the promotion effect is not good, the
after-sales service is not in place, and the reasons are analyzed; Secondly, STP theory is used
to market segmentation, determine the target market, clear market positioning, combined with
the actual situation of the company, from the product, price, channel, promotion, service and
- II - 大连理工大学专业学位硕士学位论文
other aspects of the company to design marketing strategy; Finally, from the system,
organization, human resources and other aspects to formulate corresponding measures to
ensure the implementation of marketing strategy. Through the analysis of this thesis, the
author hopes to optimize the marketing strategy for ZK Food Co., LTD., so that it can achieve
long-term and steady development in the fierce market competition, and also provide
reference for the local similar coffee enterprises to improve the marketing strategy.
Key words: Marketing; Marketing strategy; Online sales; Electricity; Boutique small
grain coffee
- III -