【作者】 陈英；

【导师】 杨智； 冯珺；

【作者基本信息】 湖南大学 ， 工商管理硕士（MBA）（专业学位）， 2021， 硕士

【摘要】 随着经济水平的飞跃发展,民众愈发注重健康养生,其中食品健康与营养是当前人们的关注热点。然而,国内乳业经受几次重创后,多次遭受质疑;另外,中国多数人群由于乳糖不耐受,民众在乳制品的选择上愿意倾向于植物蛋白制品,因此,近些年来,植物蛋白产品,受到越来越多企业的关注,以期待瓜分植物蛋白品类上千亿的市场。目前,在美国与欧洲,相对于动物蛋白产品,植物蛋白已成为更多人的食品选择,在此背景下,作为中国乳业巨头之一的蒙牛公司,开始布局植物蛋白产品的市场,推出了一系列的植物蛋白产品,并期待在2025年再造一个蒙牛的战略当中,植物蛋白产品承担重任。但是目前植物蛋白产品的销售规模不大,业务单元还没有突破盈亏平衡点,蒙牛计划成为植物蛋白第一、第二品牌的目标尚未实现。本文研究以蒙牛公司植物蛋白新产品为例,对相关文献及理论进行梳理,通过调研法、案例调研法、文献研究法等研究方法,对当下中国乳制品市场的现状进行分析,运用PEST、波特五力模型、SOWT分析法,对企业的外部环境和内部环境进行分析,从而发现,蒙牛在营销能力、财务能力、技术能力方面,都有显著的优势,同时目前国家有政策支持、消费者饮食习惯在发生变化、行业利润支持蒙牛公司此战略方向的选择,蒙牛公司植物蛋白新产品对年轻的消费者有吸引力。通过对植物蛋白产品市场需求的分析,研究发现动物蛋白产品存在严重的季节性供需不平衡,中国有一大部分消费者存在乳糖不耐受的情况,同时欧美很多国家植物蛋白产品销量已经高于动物蛋白,从而得出植物蛋白产品市场需求空间巨大;在对植物蛋白产品市场按三要素进行细分后,确定目标市场的选择以北上广深及A类省会城市市场为主,同时锁定高中、大学校园的学生群体,并确定了蒙牛植物蛋白新产品在消费者心中的心智定位:更好的植物奶;参照市场营销的4P理论,为蒙牛公司植物蛋白新产品的产品策略、价格策略、渠道策略以及促销策略分别予以制定和阐述,并依据所实行的营销策略,从人事、财务、物流、信息化等方面提供相关的保障。希望通过对蒙牛植物蛋白新产品营销策略研究和分析,总结出适合蒙牛植物蛋白新产品的营销策略,从而帮助蒙牛公司实现植物蛋白产品的预期销售的目标,提高蒙牛植物蛋白产品在市场上的占有率,提升蒙牛植物蛋白产品相关子品牌的品牌价值,为蒙牛公司的植物蛋白产品提供适合本公司的可持续性发展思路,更为植物蛋白产品在中国市场的发展提供相关借鉴。更多还原

【Abstract】 While the economy grows quickly,the Chinese p eople are paying more and more attention to health preservation,among which food health and nutrition are currently people’s focus of attention.However,the domestic dairy industry has suffered several severe injuries and has been questioned many times.In addition,due to lactose intolerance,most people in China are willing to prefer plant protein products in the choice of dairy products.Therefore,in recent years,plant protein products have suffered.More and more companies are paying attention and e ntering into this business,hoping to carve up hundreds of billions of market.At present,compared with animal protein products,plant protein has become a food choice for more people in the United States and Europe.Under this background,Mengniu,one of the Chinese dairy giants,has begun to deploy plant protein products in the market and launched a series of products.Plant protein products,looking forward to reinventing a Mengniu strategy in 2025,plant protein products take on the important task.How ever,the current sales scale of plant protein products is not large,the business unit has not broken the break-even point,and Mengniu’s plan to become the first and second brand of plant protein has not been achieved.This article studies the new plant protein products of Mengniu Company as an example,combs related literature and theories,and analyzes the current status of China’s dairy product market through research methods,case research methods,and literature research methods.The special five for ces model and SOWT analysis method analyze the external environment and internal environment of the company,and find that Mengniu has significant advantages in marketing capabilities,financial capabilities,and technical capabilities.At the same time,t he country has policy support and consumer Eating habits are changing,and industry profits support Mengniu’s choice of this strategic direction.Mengniu’s new plant protein products are attractive to young consumers.Through the analysis of the market dem and for plant protein products,the study found that there is a serious seasonal imbalance between supply and demand for animal protein products.A large proportion of consumers in China have lactose intolerance.At the same time,the sales of plant protei n products in many European and American countries are already higher than those of animals.Therefore,the market demand for vegetable protein products is huge;after subdividing the vegetable protein product market according to the three elements,the target market is determined to be mainly in Beijing,Shanghai,Guangzhou and Shenzhen and the A-class provincial capital cities,while targeting high schools and universities The student groups on campus have determined the mental positioning of Mengniu’s new plant protein products in the minds of consumers: better plant milk;referring to the 4P theory of marketing,it is the product strategy,price strategy and channel strategy of Mengniu’s new plant protein products And promotion strategies are formulated and elaborated separately,and based on the implemented marketing strategies,relevant guarantees are provided from the aspects of personnel,finance,logistics,and informatization.This article hopes that through the research and analysis of Mengniu’s ne w plant protein product marketing strategy,a marketing strategy suitable for Mengniu’s plant protein products can be obtained,also help Mengniu Company achieve the expected sales target of plant protein products and increase the market share of Mengniu p lant protein products.Enhance the brand value of the related sub-brands of Mengniu’s plant protein products,provide Mengniu’s plant protein products with sustainable development ideas suitable for the company,and provide relevant reference for the development of plant protein products in the Chinese market.更多还原