【作者】 姜薇；

【导师】 陈殿阁；

【作者基本信息】 辽宁大学 ， 工商管理（专业学位）， 2012， 硕士

【摘要】 21世纪以来,经济全球化趋势日益显著,国际资本对于中国这个新兴的经济体越来越青睐。作为朝阳产业的中国乳制品行业,更是备受国际乳业巨头的关注。国外企业凭借着完善的营销策略和先进的生产技术,占据了国内高端婴幼儿奶粉的大部分市场,不仅为国外企业创造了高额的利润,同时也拥有了对高端婴幼儿奶粉的绝对控制权和话语权。从2008年三鹿奶粉的“三聚氰胺”事件开始,国产品牌奶粉的生产和销售受到了极大的影响,国内的消费者对国产奶粉的信任感不断降低。尤其是在被指出是“全球最差牛奶标准”的国标后,给中国乳制品行业造成很大的冲击,其中国产奶粉受到的打击最大。在此种艰难的市场背景下,作为中国最大的乳制品生产企业之一的辉山集团与全球最大的婴幼儿营养品生产企业之一的英雄集团携手合作,成立了英雄辉山(沈阳)营养品有限公司,致力于婴幼儿配方奶粉的生产,在中国的官方品牌名称为“善博”。如何确立自己的地位,如何做好终端市场,是企业面临的极大的挑战。本文的主要内容共有五个方面：(1)介绍善博品牌的背景资料,阐述本文的目的和意义。(2)阐述善博品牌婴幼儿配方奶粉终端市场营销现状,主要介绍婴幼儿配方奶粉的整体产品概念、善博品牌的背景、善博品牌终端市场营销策略存在的问题及终端市场营销现状原因分析。(3)对善博品牌终端市场宏观、微观环境,市场竞争态势及竞争对手进行了综合性的分析,同时对善博品牌的市场地位和竞争力进行了评价。(4)对善博品牌终端市场态势,市场细分进行分析,并阐述了善博品牌终端目标市场的选择和定位。(5)对善博品牌的终端市场营销策略进行完善,提出新的建议。以消费者为导向,注重渠道创新、整体促销配合,制定完善的终端人员管理体系及方法,不断的提升顾客满意度及忠诚度,把握终端市场营销的各个环节,提出善博品牌终端市场的营销新模式及其对同类企业的借鉴意义。更多还原

【Abstract】 During the past20centuries, Economic globalization continues to evolve, China experiences and observes as a economy new and developing, more and more accepts international capital favors. The international milk job magnate enters and is stationed in the Chinese.marketplace numerously and confusedly. Tactics uses the advanced technology and the mature camp pin for Chinese marketplace, milk source base founding self in Chinese, priority races to control the high-end baby infant milk powder marketplace, gets thick profit not only return utterance right back to absoluteness having gained high-end baby infant milk powder industry.From San Lu infant formula contaminated by melamine in2008, the production and sales of domestic brand will be greatly affected. Domestic customers don’t trust domestic milk power. Especially,it is indicated to be "the world’s most poor milk standard" national standard, these have far-reaching consequences for China’s dairy sector. Ho Chi Minh City was the worst hit, particularly production of milk powder. Under in hard market environment, the Huishan group that is one of the China’s largest dairy products and the hero group that is the world’s largest manufacturer of infant nutrition set up Semper brand, committed to the product of infant milk powder. Under difficult circumstances, how to establish it and how to do terminal market well is a large challenge faced by the enterprise.This article is composed of the following five parts:(1)Introduction to the background of Semper Brand and gave a purpose for this article.(2) To explain the terminal market situation of Semper infant formula, introduce overall product concept, background and the questions existing in terminal marketing.(3) To analyses the marketing environment of Semper both macro and micro perspectives, the competitive situation and competitive opponents. And, give Semper brand remarks from market position and competitive.(4) To analyses market situation and market segmentation, to explain selection and position of Semper target market. (5) To perfect terminal marketing strategy and make a new suggestion. To customer-oriented, emphasize channel creativity, the overall promotion, make perfect terminal person management system and method, improve customer satisfaction and loyalty, grasp every sector of terminal marketing, bring in new terminal marketing model and provide the similar cooperation with use for reference.更多还原