【作者】 刘亮；

【导师】 张瑞金；

【作者基本信息】 哈尔滨工业大学 ， 企业管理， 2015， 硕士

【摘要】 我国的调味品行业,已经进入了群雄割据的时代。与此同时,一些国外的调味品企业都非常看好中国调味品行业市场发展潜力,这些外资企业正在加快并购国内知名企业的脚步,这些跨国大企业的进入使我国的消费市场将会越来越细化。在目前竞争愈加激烈的市场竞争环境下,拥有自己独创的技术、差异化的核心产品、消费者信赖的品牌、细腻周到的售后服务,是一个关乎企业生存发展的重要问题。面对不断细分的市场,烟台欣和企业在对国内外醋饮料市场进行竞争环境分析后,结合消费者调查数据推出了一款“醯官醋”原浆米醋。作为传统的以生产调味品为主的生产企业,烟台欣和企业如何在黑龙江省推广这款以泡制醋饮为主要功能的新产品,并引领消费者的消费习惯是本文研讨的主要课题。本文由四部分组成,第一个部分通过对国内外文献的研究用扎实的理论基础确定了本文的研究目的和方法。第二个部分主要是从行业和内外部所处的环境分析了醯官醋所处的现实市场环境。第三部分主要是结合之前的理论分析和对黑龙江省的竞争环境分析后,结合消费者调查数据为产品定位指明了方向,明确企业发展方向。第四部分主要是结合市场现状提出了产品在黑龙江市场的推广策略和具体的推广策略实施的保障措施。更多还原

【Abstract】 China condiment industry, has entered the era of separatist warlords. At the same time, some foreign condiment companies are very optimistic about the development potential of China’s condiment industry market, these foreign companies are accelerating the pace of domestic well-known enterprises, these multinational companies to enter the consumer market will become more and more detailed. In the current increasingly competitive market competition environment, with its own unique technology, differentiation of core products,consumer trust in the brand, delicate and thoughtful after-sales service, is an important issue related to the survival and development of enterprises.In the face of the continuous subdivision market. Yantai Xinhe enterprises in the domestic and foreign vinegar beverage market of competition environment analysis, combined with consumer survey data launched a xiguan vinegar,vinegar juice vinegar. As a traditional condiment production enterprises, Yantai Shinho enterprise in Heilongjiang Province to promote this brew vinegar to drink the main functions of the new products, and lead the consumption habits of consumers is the main subject of this study.This paper is made up of four parts. The first part of this paper is to determine the purpose and method of this research by using a solid theoretical basis for the research of domestic and foreign literature. The second part is mainly from the industry and the internal and external environment analysis, the actual acyl vinegar Market environment. The third part is mainly based on the theory analysis and the analysis of the competition environment of Heilongjiang Province, combined with consumer survey data for the product positioning point out the direction, a clear direction of enterprise development. The fourth part is mainly about the combination of the market situation and put forward the promotion strategy of the product in the Heilongjiang market and the implementation of the specific promotion strategy.更多还原