沈阳康福食品营销策略问题与对策.doc

沈阳理工大学学士学位论文 PAGE 1 摘 要 改革开放三十多年来，我国食品工业有了长足的发展，在总体满足城乡居民基本生活需求的基础上，产品种类不断丰富，名牌企业、名牌产品不断涌现。但在目前的生产经营中，存在的一些问题也不容忽视，本文正是在此种背景下对沈阳康福食品有限公司营销策略进行研究，期望对企业发展带来帮助。 本文以沈阳康福食品有限公司营销策略为出发点，在充分收集文献资料和了解企业内部情况的基础上，运用市场营销学的基本原理和方法，研究和分析了沈阳康福食品有限公司的营销环境，在对沈阳康福食品有限公司营销策略现状分析的基础上，利用自身机会与优势、规避威胁和弱势，提出符合企业内、外环境条件的营销策略，为提高企业自身的竞争能力，维持企业的生存和发展进行了初步的探索，并对公司在营销策略中的不足提出了自己的看法，以期对公司未来的发展起到积极作用。 关键词：营销环境；市场定位；营销策略 Abstract Three decades of reform and opening up, Chinas food industry has made great progress, in general, to meet the basic needs of urban and rural residents, based on the substantial progress made in adjusting the product mix changes the organizational structure, brand-name companies, brand names continue to emerge. But in the current production and management, some problems can not be ignored, it is in this background paper on the Kangfu Food Co., Ltd. Shenyang study the marketing strategy, hoping to bring to the business development assistance. This paper studies Kangfu Food Co., Ltd. Shenyang marketing strategy as the starting point, in the full collection of documents and understand the internal situation, based on the use of basic marketing principles and methods of research and analysis in Shenyang marketing Kangfu Food Co., Ltd. environment, Kangfu Food Co., Ltd. Shenyang Analysis Marketing Strategy, based on the use of its opportunities and advantages, and avoid the threats and weaknesses, develop a consistent corporate internal and external environmental conditions of the marketing strategy that will improve the competitiveness of the enterprises themselves, to maintain the survival and development of a preliminary exploration, and the companys lack of marketing strategy put forward their views to the future development of the company play a positive role. Keywords: Marketing Environment; Market Location; Marketing Strategy 目 录 TOC \o 1-3 \h \z \u HYPERLINK \l _Toc 引 言 PAGEREF _Toc \h 1 HYPERLINK \l _Toc 1 沈阳康福食品有限公司简介 PAGEREF _Toc \h 2 HYPERLINK \l _To