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幸福里烘焙店的市场营销策略研究

2020-12-11 09:08:28分类:MBA论文 阅读:

 

 学霸论文网是一家专业提供论文定制修改服务的网站,上10年的论文经验,无论是本科论文、硕士论文还是MBA论文,博士论文,大家都能为您提供方便、快捷、安全的论文服务。以下是学霸论文网小编为您整理的一篇MPA论文MBA论文毕业论文范本,本文是关于幸福里烘焙店的市场营销策略研究。本文通过总结烘焙食品行业中的一个普通烘焙店市场营销活动中的实际操作,提供了从行业现状调查分析,到行业内营销机会发掘,确定创业企业的市场定位,形成完整的市场营销战略体系的一整套方法。通过分析研究幸福里烘焙店烘焙产品的营销策略,可探知食品及快消品市场营销的具体规则。当今市场竞争活动异常激烈,制定的营销计划,必须具备现代营销观念,单纯的采用撇脂定价,抢占客源已经非常被动,长期会影响企业的品牌形象。代写一篇MPA论文多少钱!
 摘 要  随着中国经济的崛起,中外学问的交融日益增多。以前只有在国外才能吃到的面包,火腿等食品慢慢的摆上了消费者的餐桌,并潜移默化的改变着中国人的饮食习惯。烘焙业,作为食品业新丁,最近几年保持着高速的发展,其市场增长速率远超过食品工业其他成员。这样的行业给创业者带来了新的市场平台,带来了机遇和挑战。

  

  幸福里烘焙店是万千小微型企业中的一员。从2016年刚开业的30平的街边1人店,到2019年的4人60平小规模的烘焙店。希翼通过研究该店面对着复杂而动态的市场环境以及众多的业内竞争对手,是如何进行营销充分定位分析的;营销方面采取了哪些有效的方法;日常店铺是怎样运营的,并提炼总结出烘焙店的一些营销策略,给予想进入烘焙行业的创业者一定的帮助参考。
  
  本文采用理论和实际相结合的方法,实地调查法,文献分析法,研究了幸福里烘焙店的营销策略。主要研究内容可分为五个部分:第一部分,绪论。首先先容课题研究的背景和意义;其次阐述课题研究的内容与方法;最后对课题研究的技术路线进行了提炼和总结。第二部分,研究的理论基础,主要对市场营销理论、营销组合理论、STP营销理论,以及PEST分析法、五力模型分析法、SWOT分析法等相关分析工具进行了深入分析。第三部分,幸福里烘焙店营销环境及营销机会分析,首先利用PEST分析法对宏观发展环境进行了分析,然后利用五力模型分析了烘焙产品面临的营销环境。并通过对营销机会分析,进一步的调查分析了烘焙产品的消费者喜好,然后利用SWOT分析法,分析了企业内外部的优势与劣势,外部机遇与威胁。第四部分,幸福里烘焙店的营销策略制定与实施,利用STP分析法,进行了市场细分、目标市场选择和市场定位,进而确定了幸福里烘焙店4P营销策略组合。第五部分,研究结论与展望。
  
  本文通过总结烘焙食品行业中的一个普通烘焙店市场营销活动中的实际操作,提供了从行业现状调查分析,到行业内营销机会发掘,确定创业企业的市场定位,形成完整的市场营销战略体系的一整套方法。
  
  关键词:     市场营销;营销战略;烘焙店。
  

  Abstract

  
  With the rise of China's economy, the blending of Chinese and foreign cultures is increasing. In the past, bread, ham and other foods that could only be eaten abroad slowlyput on the table of the common people, and imperceptibly changed the eating habits of the Chinese people. Baking industry, as a new food industry, has maintained a rapiddevelopment in recent years, and its market growth rate is much faster than that of other members of the food industry. Such industries have brought new market platforms,opportunities and challenges to entrepreneurs.
  
  I witnessed the growth of Xingfuli baking shop,which represents one of thousands of small and micro enterprises, from the 30 Ping Street store just opened in 2016 to the4-person 60 Ping small-scale bakery in 2019.and with curiosity, conducted an investigation into the shop. I hope to know how the store fully positioned its marketing inthe face of complex and dynamic market environment and numerous competitors in the industry.What effective methods have been adopted in marketing? How to operate? Andsummarizy some marketing strategies of bakery, give some help to entrepreneurs who want to enter the bakery industry.
  
  In this paper, the marketing strategy of Xingfuli is studied by combining theory with practice, through literature research and investigation and research.The main researchcontents can be pided into five parts: the first part, introduction. Firstly, the background and significance of the research are introduced; secondly, the contents and methods of the research are elaborated; finally, the technical route of the research is refined and summarized. The second part, the theoretical basis of the study, mainly on the marketing theory, marketing mix theory, STP marketing theory, as well as PEST analysis, five-force model analysis, SWOT analysis and other related analysis tools in-depth analysis. The third part is the analysis of marketing environment and opportunities of Xingfuli . Firstly, PEST analysis method is used to analyze the macro-development environment. Then,five-force model is used to analyze the competitive environment of agricultural products export industry, and to find out the marketing environment of baking products. The analysis of marketing opportunities of Xingfuli. The consumers'preferences of baking product are investigated and analyzed by good market analysis. Then the advantages and disadvantages, external opportunities and threats of the company are analyzed by SWOT analysis method. The fourth part, Xingfuli marketing strategy design, using STP analysis method, carries out market segmentation, target market selection and market positioning, and then determines Xingfuli 4P marketing strategy combination. The fifth part,research conclusions and prospects.
  
  This paper summarizes the actual operation of a small start-up enterprise in the baking food industry in marketing activities, and provides a set of methods from the investigation and analysis of the current situation of the industry to the exploration of marketing opportunities in the industry, to determine the market positioning of thestart-up enterprise, and to form a complete marketing strategy system
  
  Key words:    Marketing Management ; Marketing strategy;Bakery shop.
  

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