论文标题:LD公司液态奶东北三省市场营销策略研究
The Liquid Milk Marketing Strategy of Three Northeastern Provinces of LD Company
论文作者
论文导师 周强,论文学位 硕士,论文专业 工商管理
论文单位 哈尔滨工程大学,点击次数 90,论文页数 56页File Size2864K
2007-04-01论文网 http://www.lw23.com/lunwen_1002828382/
Marketing strategy;; Consumer strategy;; Product strategy;;Channel strategy
地方性中型液态奶生产企业在激烈的乳品行业竞争中其生存与发展都在禁受着严峻的考验。LD乳业作为东三省液态奶区域品牌的代表，面对全国性大品牌的肆意扩张，以及新进区域品牌的冲击，在不断升级的市场竞争压力下，其原有的营销模式及销售管理架构受到了前所未有的冲击，适时调整企业的市场营销战略，以应对新的市场变化势在必行。 本文采用产品研究法、管理研究法等先进的市场营销研究手段，通过对LD液态奶所面临的一系列市场内外环境的系统分析，透彻阐述了LD液态奶在东三省市场发展所面临的核心问题，同时综合运用4P、4C等多种营销理论的科学组合，量体裁衣，针对东三省区域市场液态奶行业的发展特性，从消费者、产品、品牌、渠道等多方面明确制订了科学合理且切实可行的市场营销策略组合。 通过对LD公司整体营销策略的重新制订及调整，全面解决了企业所面临的诸多市场问题，有效提升了企业的市场竞争力，为企业在东三省的市场发展打下了坚实基础。
Medium-scale local dairy enterprises in the fierce competition in the dairy marlet, their survival and development are put to a severe test. LD compamy as the Northeast Dairy Milk brand of regional representatives, in the face of large national brands wanton expansion and the new regional brand impact, in the escalating pressure of market competition, its original mode of marketing and sales management system is under unprecedented attack, the timely adjustment of its marketing strategy to deal with the new changes in the market imperative. In this paper used to product research, research management, and other advanced marketing research means ,By LD Liquid Milk facing a series of internal and external environment of market analysis, LD thoroughly expounded the liquid milk market in the Northeast facing the core issues, Meanwhile comprehensive use of various marketing mix scientific theory such as 4P&4C, customized Northeast regional markets against the development of liquid milk characteristics, from the consumers, products and brands, various channels to articulate a scientific and reasonable and viable marketing strategy portfolio. By LD company"s overall marketing strategy formulation and re-adjustment a comprehensive solution to the enterprise market is facing many problems, effectively raising the company"s market competitiveness. for the enterprises in the Northeast to the rest of the market and lay a solid foundation.
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