KS公司罐头产品营销策略优化研究
摘
要
罐头行业是农业产品的一个衍生品种，在国外市场成熟度较高，在国内却面临着缺
乏行业领导品牌，消费者存在认知误区，消费习惯尚未养成等不利局面。KS公司是国
内较大规模的罐头食品加工企业，产品质量和标准都达到了国际先进水平，但其品牌知
名度和认可度不高，同时近年来产品销量持续低迷，如何提升销售规模和盈利能力已经
成为 KS公司亟待解决的核心问题。
本文以 KS公司罐头产品营销为研究案例，首先，全面梳理相关营销策略理论和模
型，通过深入分析企业内部资源、经营现状，并结合调查问卷研究挖掘出企业目前存在
的营销问题。其次，运用 PEST、波特五力分析模型等工具，对 KS公司进行宏观环境
分析、行业环境分析、竞争环境分析，同时结合 SWOT分析法，为 KS公司选择增长性
发展战略，暨坚持品牌战略提高品牌附加值，提升创新能力抢占市场份额，改进包装设
计引领消费者需求。再次，运用 STP理论确定 KS公司罐头食品的产品定位，在产品质
量过硬、营养安全的前提下，在产品口味、包装设计、食用便捷性等方面形成差异化产
品特点，在潜在消费者群体内形成品牌影响力。最后，从产品、价格、渠道、促销四个
方面提出产品营销策略优化建议，并配合制定制度保障、领导保障、团队保障、资金保
障等相应保障措施。
本文期望通过对 KS公司罐头产品营销策略研究，使该公司走出当前罐头产品销售
的窘境，获得更大的市场份额和经济收益，同时也期望本研究对其他罐头食品企业进一
步发展有一定的启发借鉴作用。
关键词：罐 头产 品 ； 营 销 策 略 ； 优 化 ； 市 场
--
大连理工大学专业学位硕士学位论文
Abstract
Canned industry is a derivative of agricultural products, which is highly mature in
foreign markets, but in China, it is faced with the situation of lack of industry leading brands,
consumers have misunderstandings, and have not yet had consumption habits formed. KS
Company is a large-scale canned food processing enterprise in China, the product quality and
standards havereached theinternational advancedlevel, but itsbrand awarenessand
recognition is not high, and in recent years, the product sales continue to be low. How to
improve the sales scale and profitability has become the core problem for KS Company to
solve.
This paper takes KS Company canned products marketing as the research case. First of
all, the paper comprehensively sorted out the marketing strategy theory, relevant literature and
models, and through the in-depth analysis of the internal resources and business status of the
enterprise, and combined with the questionnaire research, the paper dug out the existing
marketing problems of the enterprise. Secondly, using PEST, port five force analysis model
tools, the paper did the KS macro environment analysis, industry environment analysis,
combining the SWOT analysis, the paper helped KS Company to choose growth development
strategy, and adhere to the brand strategy to improve brand added value, improve innovation
ability to seize market share, improve packaging design lead consumer demand. Finally, the
paper used STP theory to determine the target market of KS Company products, put forward
marketing strategy optimization suggestions from four aspects of product, price, channel and
promotion, and cooperate with the formulation of corresponding measures such as system
guarantee, leadership guarantee, team guarantee and fund guarantee.
The relevant research and analysis of this paper can not only help KS Company to
change the current canned product sales dilemma, obtain greater market share and economic
benefits, but also provide a discussion for the canned food industry to solve the current market
dilemma. And it also plays a certain enlightening role in reference to the further development
of canned food enterprises.
Key Words: Canned Product, Marketing Strategy, Optimizing, Market
- I -
KS公司罐头产品营销策略优化研究
目录
摘要....................I
Abstract .....................II
目录..................... III
1 绪论..................... 1
1.1 研究背景................ 1
1.2 研究目的及意义.................. 1
1.2.1 研究目的.............. 1
1.2.2 研究意义.............. 2
1.3 研究思路及方法.................. 2
1.3.1 研究思路.............. 2
1.3.2 研究方法.............. 4
2 相关理论及方法............... 6
2.1 相关理论.................. 6
2.1.14P营销理论.............. 6
2.1.2STP理论............ 6
2.1.3 网络新媒体营销理论及模式........ 7
2.2 相关分析工具................. 9
2.2.1SWOT分析............... 9
2.2.2PEST分析................. 9
3KS公司罐头产品营销问题分析............... 11
3.1KS公司情况简介.............. 11
3.2KS公司的内部资源分析................ 11
3.2.1 财务资源分析................ 11
3.2.2 人力资源分析................ 12
3.2.3 硬件资源分析................ 13
3.2.4 客户资源分析................ 14
3.3KS公司的经营能力分析................ 21
3.3.1 产品生产能力较高.......... 21
3.3.2 品牌建设能力不足.......... 21
- II -