《毕业伊利乳业营销策略分析》.docx

高等教育自学考试现代企业管理专业 毕业设计 题目 题 目: 专 业: 考 号: 考生妇 ［名: 指导教师: 伊利乳业营销策略分析 现代企业管理 哈尔滨理工大学 2015 年 7 月 20 伊利乳业营销策略分析 摘要 随着经济的发展，人们对乳制品的需求越來越大，不断增长的市场需求促进 了乳制品行业的发展，掀起了乳品市场营销的高潮，本文以伊利乳业为研究对象, 通过对伊利乳品市场营销情况的分析，发现其营销策略，再从产品、定价、促销 等方面总结伊利成功经验，从而对乳品市场提供可行之路。现在的市场环境复杂 多变，竞争十分激烈，企业和市场营销等都必须及时适应环境，最快的做出适合自 己生存Z道，重视品牌建设，并保持持续创新的理念,企业才有可能做到持久的发 展、永久经营。伊利公司通过分析市场机会，研究和选择目标市场，结合市场情 况和企业自身的优势，通过可行性研究分析，作出投资决策。制定出了适合自己 的营销战略，包括产品定位等内容，制定市场营销策略，包括定价、销售渠道选 择、促销的策划和计划；执行和控制市场营销工作。 其实成功的因素很多，而最重要的是其相对合适有效的市场能力，她能够较 好地审时度势因应市场变化，采取相对有效地市场销售策略，做出较为准确的品 牌定位，推出比较有效的营销组合，因而在激烈的市场竞争中取得成功。在竞争 日益激烈的市场下，企业的市场销售不紧要开发质优价廉的产品，选择有利的销 售渠道，制定合理的价格，还必须让顾客及吋的了解企业自身及产品，激发其购 买欲望，影响其消费行为，促进自身产品的销售。 关键词 营销策略；营销分析；营销环境；市场 Analysis on the marketing strategy of Yili dairy Abstract With the development of economy, peoples demand for dairy products is more and more, the growing market demand promotes the development of dairy industry, raised the climax of the dairy marketing, this paper with Yili dairy as the object of study by analysis of Yili dairy products marketing, found its marketing strategy, summarizes Erie successful experience from the aspects of products, pricing, promotion, and so on, to provide a feasible way to the dairy market. Now the complex and changeful market environment, competition is very fierce, enterprises and marketing must timely to adapt to the enviromnent, the fastest make for their own survival, attach importanee to brand building，and maintain the philosophy of continuous innovation, enterprises can achieve the lasting development and permanent management. By analyzing the market opportunity, the Erie company studies and chooses the target market, combining with the market situation and enterprise^ own advantages, through the feasibility study analysis, make investment decision. To make up for their own marketing strategy, including product positioning, etc, to develop marketing strategies, including pricing, marketing channel selection, promotion, planning and plans. Implement and control