喜运佳食品公司营销策略研究

喜运佳食品公司营销策略研究摘要近年来，随着我国经济和社会的发展，方便食品行业的出现，改变了人们的饮食习惯，在健康饮食的基础上，便捷也成为人们着重考虑的方面。方便食品作为食品行业重要的支流，在食品行业占有极为重要的一部分。因此，在各个行业百花齐放的坏境下，制定适合方便食品行业公司未来发展的营销策略尤其重要。本文以喜运佳食品公司为研究对象，通过对该企业现有营销策略的调查分析，发现该企业在营销策略中存在产品体系中的各个产品在市场竞争中缺乏差异化优势或互补性，销售渠道缺少多样性，促销方式缺乏创新性思维的问题，根据这些问题制定出符合喜运佳食品公司的营销策略，以提高企业市场竞争力，促使企业全面发展。关键词：喜运佳食品公司：营销策略；4p理论ABSTRACTIn recent years,with the development of China's economy and society,the appearance ofthe convenient food industry,changed people's eating habits,on the basis of healthy diet,convenient has become the focus of people's consideration.Convenience food,as an importanttributary of the food industry,occupies an extremely important part in the food industry.Therefore,in the environment of various industries blooming,it is particularly important todevelop marketing strategies suitable for the future development of convenience food industrycompanies.This article takes Xiyunjia Food Co.,Ltd.as the research object.Through investigation andanalysis of the existing marketing strategies of the enterprise,it is found that the various productsin the product system lack differentiation advantages or complementarity in market competition,and the sales channels lack diversity,To address the lack of innovative thinking in promotionalmethods,a marketing strategy tailored to Hebei Xiyunjia Food Co.,Ltd.should be developed toenhance the company's market competitiveness and promote its comprehensive development.Keywords:Xiyunjia Food Company;Marketing strategy;4p theoryⅡ目录第1章绪论....1.1研究目的及意义..1.1.1研究背景....1.1.2研究目的及意义..1.2研究内容及方法....。1.2.1研究内容...1.2.2研究方法..2第2章相关理论2.1营销策略的概念.32.24P营销策略理论.....第3章喜运佳食品公司简介及营销策略现状，43.1喜运佳食品公司简介....43.2喜运佳食品公司营销策略现状.43.2.1产品策略...43.2.2价格策略.....43.2.3渠道策略...3.2.4促销策略.第4章喜运佳食品公司营销策略的主要问题及分析4.1产品策略问题与原因分析...74.2产品价格竞争劣势...4.3产品销售渠道狭窄.74.4促销策略缺乏创新..·8第5章喜运佳食品公司营销策略问题的对策95.1优化产品策略....·Ⅲ5.2采用合理的定价策略........…95.3拓展营销渠道..5.4创新促销方式.0第6章结论....…11参考文献..............12致谢13IV