Hei Yo喜乳酪的营销策略研究.docx

PAGE 目录 TOC \o 1-3 \h \z \u 1引言 1 2 Hei Yo喜乳酪营销环境分析 1 2.1 Hei Yo喜乳酪公司简介 1 2.2 Hei Yo喜乳酪公司营销环境的SWOT分析 2 2.2.1 机会 2 2.2.2 威胁 3 2.2.3 优势 4 2.2.4 劣势 5 3 Hei Yo喜乳酪营销策略现状及存在的问题 6 3.1 目标市场及市场定位 6 3.1.1 Hei Yo喜乳酪的市场细分及目标市场选择 6 3.1.2 Hei Yo喜乳酪的市场定位 7 3.2 Hei Yo喜乳酪营销策略现状 8 3.3 Hei Yo喜乳酪营销策略存在的问题 13 3.3.1 产品保质期短 13 3.3.2 产品生产机器数量少， 影响产品销量 13 3.3.3 产品定价压力大 13 3.3.4 销售范围小，销售渠道不够灵活 14 3.3.5 产品广告投放区域窄，宣传力度小 14 4 Hei Yo喜乳酪营销策略改进措施及保障措施 14 4.1 Hei Yo喜乳酪营销策略的改进的措施 14 4.1.1 根据目标市场的需求调整产品策略 14 4.1.2 产品分级定价 15 4.1.3 扩大线上线下相结合的网络销售渠道 16 4.1.4 采取多种不同的宣传方式加大宣传力度 16 4.2 Hei Yo喜乳酪营销策略改进的保障措施 16 4.2.1 财务保障 16 4.2.2 人力资源保障 17 5 结论 17 Hei Yo喜乳酪的营销策略研究 摘要：随着市场经济的发展，近年来我国饮食行业迅速发展。国内外品牌的涌现促使市场竞争状况日益激烈。因此，Hei Yo喜乳酪必须改善现行的市场营销策略，提高市场竞争力。本文以Hei Yo喜乳酪为研究对象，运用SWOT分析法深入分析企业的优劣势与机会、威胁状况。在此基础上结合STP分析法和4P策略分析Hei Yo喜乳酪的营销策略现状和营销策略存在的问题，并针对存在的问题对Hei Yo喜乳酪的目标市场选择、营销策略的改进提出合理建议，包括根据目标市场的需求调整产品策略、产品分级定价、扩大线上线下相结合的网络销售渠道、采取多种不同的宣传方式加大宣传力度等。并对企业营销策略的管理保障条件提出建议，包括财务保障、人力资源保障。 关键词：Hei Yo喜乳酪；SWOT分析法；营销策略；4P策略 Study on Marketing Strategy of Hei Yo - Loves Cheese Abstract: With the development of market economy, Chinas catering industry has developed rapidly in recent years. The emergence of domestic and foreign brands has led to increasingly fierce market competition. Therefore, Hei Yo loves cheese must improve the current marketing strategy, improve the market competitiveness. This paper takes Hei Yo loves cheese as the research object, and uses SWOT analysis method to deeply analyze the advantages and disadvantages, opportunities and threats of Hei Yo loves cheese. On this basis, the STP analysis method and the 4P strategy are used to analyze the current status and problems of Hei Yos marketing strategy, and to make reasonable suggestions for Hei Yos target market selection and marketing strategy improvement based on the existing problems. This includes adjusting product strategies according to the requirements of the target