【作者】 张涛；

【导师】 王雪华；

【作者基本信息】 上海财经大学 ， 工商管理（专业学位）， 2020， 硕士

【摘要】 近年来,我国甜品行业发展迅速,行业规模不断扩大,伴随着国民经济的快速发展,居民收入的增加,消费水平的不断提高,目标消费者结构年轻化等因素将带给甜品行业更进一步的发展动能。但同时,市场的火热将导致行业竞争者数量的不断增多,竞争程度不断加剧,此外,企业还将面对消费升级、运营成本增加等压力以及行业未来趋势变化带来的对于品牌化、创新化、连锁化等一系列的要求。面对这样的形势,企业需要根据不断变化的营销环境进行营销策略的优化,以此来确保企业的持续竞争力。本文以甜品餐饮企业BDX作为研究对象,希望通过对其所处的营销环境以及现行营销策略进行分析,提出问题并据此给出优化建议,目的是使得企业在激烈竞争环境下保持竞争力,不断发展。文章主要内容首先介绍此研究的背景、研究目的和意义。同时对相关的营销理论进行总结概括,为行文提供理论基础。其次通过以下三个方面来分析BDX所处的营销环境,一是运用PEST模型对其所处的政治、经济、社会及技术四个宏观环境方面进行阐述,二是通过行业现状、未来趋势和主要竞争者来剖析其所处的行业环境,三是通过对BDX内部环境的优势、劣势,以及外部环境所面临的机会和威胁进行分析。以此来明确BDX的营销环境并对下文的分析提供依据。同时,作者尝试针对BDX消费者设计问卷,以期通过此形式获得调查数据,结合企业在现行环境下的营销策略,对其进行分析同时发现问题。问卷调查的内容包括消费者的基本信息,对于BDX产品、价格、渠道和促销策略实施现状的反馈,通过门店进行发放共收集105有效问卷,结合实际运营归纳出以下问题:市场细分因子选择偏少,同时时效过久,导致市场细分和定位存在精确性和稳定性的问题。在产品策略方面,BDX的产品具备差异性、标准化,但也存在推新速度慢、产品多样化不足的问题。价格策略上消费者反馈尚可,但是单调的定价策略不足以满足变化的市场环境和供求关系。渠道策略方面,企业采用直营和加盟模式以及网络渠道,企业需要通过对渠道进行进一步拓宽以扩大销售网络。促销策略中促销组合的使用不足将阻滞与消费者的有效沟通和品牌形象的传播。通过上述分析,利用STP和组合营销理论作为基础,提出以下优化策略:BDX应当根据自身发展目标、消费者的需求、市场的环境等因素,对市场进行进一步细分,并结合自身优势资源,进行细分市场的选择,并根据以上分析结果制定合适的市场定位。同时对于产品策略,加快产品创新,打造产品多元化同时增加产品附加体验,以期来塑造更加强力的品牌形象。针对价格策略,根据竞争者情况、消费者需求、产品等因素,来制定多种价格策略已达到不同的销售目的。渠道策略方面,不断拓宽营销渠道,加大网络渠道的建设,增设新媒体下的会员制度以增加企业的销售通路。促销策略方面,利用传统和新媒体进行多渠道广告加强宣传途径,同时通过公共关系促销等方式强化品牌输出质量,加强人员促销管理,做到多渠道促销加大品牌影响力。最后在论文结束部分,作者归纳了研究的主要结论并提出了行文存在的不足。本文在行文的过程中运用到了文献分析法、案例分析法、问卷调查法、实地调研和访谈法,通过以上分析,在实践方面可以对BDX营销策略的施行提供参考,同时也希望能够给甜品企业的营销策略提供一定的借鉴。更多还原

【Abstract】 In recent years,China’s dessert industry has developed rapidly,the scale of the industry continues to expand.With the quick development of the national economy,the increase of residents’ income,the continuous improvement of consumption level and the structure of target consumer becoming younger,these factors bring more development momentum to dessert industry.Meanwhile,the hot market will lead to increasing number of competitors and the degree of competition becomes more intense.In addition,the company will also face the pressure of consumption upgrading,the increase of operating costs and a series of requirements such as branding,innovation and chain development which brings by the future trends of industry.Faced with such a situation,BDX company needs to optimize marketing strategies according to the constantly changing marketing environment in order to ensure its competitive power.In the research of this paper,using BDX dessert company as the object of study.Through the analysis of company marketing environment and current marketing strategy,this paper puts forward problems and gives optimization suggestion to marketing strategy,with the purpose of making company maintain competitiveness in the fierce competition environment and obtain sustainable development.The main contents of the paper are as follows,Firstly,the background,purpose and significance of this research are introduced.Secondly,the relevant marketing theories are summarized to provide a theoretical basis for writing.Secondly,through three aspects to analyze BDX marketing environment.One is using PEST model to discuss its macro environment;the second is to analyze its industry environment by analyzing its industry present situation,future trends and the main competitors.The third is combining BDX internal strengths and weakness with the opportunities and threats of external environment.According to the above to make clear BDX’s marketing environment and to provide a basis for the analysis below.At the same time,the author attempts to design a questionnaire which is aimed at BDX consumers in order to obtain survey data,combined with the marketing strategy of company,to find its problems.Questionnaire contents include basic information of the consumers,the consumers’ feedback for BDX product,price,channel and promotion strategy.Totally 105 valid questionnaires,combined with the actual operation identified the following problems: lack of selection of segmentation factors which leads to the positioning accuracy and stability problems.In terms of product strategy,BDX using differentiation and standardization,but there are also has the problem of slow launch of new products,the monotony of pricing strategy is not enough to meet the changing market environment and the relation between supply and demand,the part of channel strategy,BDX need to further broaden the channels in order to expand the sales network,in promotion strategy,lack of using a variety of means will block effective communication with consumers and the spread of the brand image.Through the above analysis,using STP and 4Ps theory as foundation,put forward the following optimized strategies: BDX should further subdivide the market according to its own development goal,consumer demand,market environment and other factors,and select the market segment based on its own advantageous resources,and make appropriate market positioning according to the above analysis results.For the product strategy,speed up product innovation and product diversification as well as increase additional experience in order to build more powerful brand image,For the price strategy,according to the situation of competitors,consumer demand and product to develop a variety of pricing strategy to achieve different sales purpose.For the place strategy,continuously broaden the marketing channels,increase the construction of network channels,add membership system combined under the model of new media.For the promotion strategy,both using traditional and new media advertising,strengthen brand output through public relations promotion,also strengthen the personnel sales.Through various methods to increase brand influence.Finally,at the end of the paper,the author summarizes the main conclusions of the research and puts forward the deficiencies of the writing.In the course of writing,using literature analysis,case analysis,questionnaire survey,field research and interview.Through the above analysis,hopefully in practice,can provide reference for the implementation of BDX marketing strategy and to provide some reference for the marketing strategy of dessert enterprises.更多还原