【作者】 余丽萍；

【导师】 李平；

【作者基本信息】 湖南大学 ， 工商管理硕士（MBA）（专业学位）， 2014， 硕士

【摘要】 嘉兴顶顶香粽子公司成立发展至今,一直平稳的运行着,但始终难以取得大的突破和发展。一方面粽子市场的竞争日益激烈,为企业的发展带来了巨大的困难和压力。但另一方面,自从2008年开始,端午节被国务院定为国家法定节假日后,端午节被倾入了更多的关注,粽子的身份地位从此发生了巨大改变,为粽子市场带来了新的生机,粽子市场发展前景很好。正是在这样的背景下,本文从嘉兴顶顶香粽子公司的实际情况和需求出发,对嘉兴顶顶香粽子公司的市场营销策略能做了一个深入的研究。本文的研究以现代市场营销理论为基础,结合我国粽子产业的经营现状,对嘉兴顶顶香粽子公司的营销策略进行了研究和探讨。首先对嘉兴顶顶香粽子公司的营销现状进行了分析,并找出了嘉兴顶顶香粽子公司现在的营销活动存在的问题和缺陷。接着运用PEST分析法对嘉兴顶顶香粽子公司所处的政治法律环境、经济环境、社会文化环境以及技术环境进行了分析,明确了企业目前所处的营销环境。然后分析了企业自身的优势和劣势,以及企业面临的机会和威胁。在以上分析的基础上进行了目标市场的选择和市场定位。并制定了营销策略,包括品牌策略、产品策略、定价策略、营销渠道策略、促销策略。最后,根据嘉兴顶顶香粽子公司的实际情况,从营销组织、产品质量、企业文化、人才队伍、激励措施这几个方面入手,为企业的制定了营销策略顺利实施保障措施。本文的研究,首先在理论方面可以补充现有理论对传统节日食品营销策略研究的不足,为传统节日食品的营销提供一定指导和借鉴。其次在实践方面,可以通过营销策略的制定和实施,对嘉兴顶顶香粽子公司的营销实践进行指导,帮助嘉兴顶顶香粽子公司在激烈的市场竞争中占据有利地位,取得长远发展。更多还原

【Abstract】 The limited company of Jiaxing Dingdingxiang Zongzi was founded in 2012.It has been running smoothly,but it is still difficult to achieve breakthroughs and developments.On the one hand,the market of zongzi is an increasingly competitive market.This has brought great difficulties for enterprise’s development.On the other hand,the position of zongzi has changed a lot since the Dragon Boat Festival has been designated as a national legal holiday by the State Council in 2008.Then the development of the zongzi became good.Therefore,this article will make a thorough research on the marketing strategies of Jiaxing Dingdingxiang Zongzi after an analysis of the actual situation of it.The modern marketing theory is the foundation of this study.Firstly,this study analyzes the current marketing situation of Jiaxingding Dingxiang Zongzi,and finds out the weakness of the current marketing activities.Secondly,the political legal environment,the economic environment,the social culture environment and the technical environment are analyzed by using the PEST analysis.Thirdly,this study finds out the strengths and weaknesses,as well as the opportunities and threats of Jiaxingding Dingxiang Zongzi using the SWOT analysis.On the basis of the above analysis,the target market selection and market positioning are finished.Then,the marketing strategies are formulated,including the brand strategy,product strategy,pricing strategy,marketing channel strategy and promotion strategy.Finally,according to the actual situation of Jiaxingding Dingxiang Zongzi,this study formulates some supporting measures for the marketing strategies from the following five aspects:the marketing organization,the product quality,the enterprise culture,the talent team and the incentive measures.This study firstly completes the existing theory shortages on the research of the traditional festival food marketing strategy.Secondly,in terms of practice,this study formulates the marketing strategies for the company which can help the company get a good position in the intense market competition,and achieve a long-term development.更多还原