【作者】 李涛；

【导师】 吉宏；

【作者基本信息】 江西师范大学 ， 工商管理硕士（专业学位）， 2024， 硕士

【摘要】 乳制品作为健康、优质的营养来源,在国民膳食结构中占据不可或缺的地位。我国政府长期致力于乳制品行业的全面振兴,明确了全产业链的升级方向,为乳制品企业的健康发展提供了规范指导。随着我国经济社会可持续发展,包括酸奶产品在内的乳制品行业竞争日益激烈,产品同质化问题凸显,加之消费者对品质需求不断提高,制定有效的营销策略就乳制品企业而言至关重要。T乳业公司作为新疆地区乳制品生产的大型企业之一,在新疆乳制品市场上占有相当的市场份额,但其中作为企业三大主要产品之一的酸奶产品却缺乏竞争力。面对酸奶市场的激烈竞争,制定并实施行之有效的酸奶营销策略是T乳业目前迫切需要解决的重要问题。本文在借鉴国内外有关市场营销、乳制品营销理论研究成果和实践探索经验的基础上,以区域代表性乳制品企业T乳业公司为研究对象,运用问卷调查和访谈调查法分析了T乳业公司酸奶产品营销的现状及存在的问题,探究了T乳业公司酸奶产品的营销环境,揭示了T乳业公司酸奶产品营销所具有的优劣势、所面临的机会和威胁、目标市场细分与定位等,进而提出了T乳业公司酸奶产品营销的优化策略和实施保障。主要结论有:(1)随着乳制品消费需求的日益增长,营养丰富且有益于健康的酸奶产品越加为广大消费者所接受和喜爱。众多消费者对T乳业公司酸奶产品有所了解并曾购买过,其中酸奶产品的价格、品牌、质量等是消费者购买T乳业公司酸奶产品的重要影响因素;(2)T乳业公司酸奶产品营销现存的主要问题有:产品持续创新不足、产品定价灵活性缺乏、产品销售渠道较狭窄、产品促销效果不佳;(3)我国政府陆续颁布诸多扶持乳制品企业发展的相关政策、社会经济的可持续发展、居民收入和消费水平的显著提高、乳制品技术的不断突破和创新等,为T乳业公司酸奶产品营销创造了良好的实施环境。当前T乳业公司酸奶产品面临来自同业竞争力和替代品方面的威胁较大,来自潜在进入者方面的压力尚可,其供应商议价能力较弱而购买者的议价能力较强;公司在产品工艺美术和食品营养方面的技术人才严重不足,专业化的管理团队整改较滞后,经营能力近年来有所下降;(4)T乳业公司酸奶产品营销具有适宜地理位置、酸奶产业发展稳定、地域品牌知名度高、核心产品品质卓越等优势,同时也存在酸奶产品品牌建设不足、市场份额较少、管理规范化不够等劣势;既面临国家政策扶持、消费需求的多元化、保鲜技术更新等发展机遇,也需面对国外酸奶制品冲击、消费者对大型乳制品企业产品品牌依赖性强、地域市场竞争激烈等挑战。T乳业公司应充分发挥内部优势抓住外部机遇,积极弥补现有经营短板,努力提升品牌影响力和商誉等;(5)T乳业公司酸奶产品营销目标应聚焦低温酸奶核心产品,深化酸奶全产业链布局,进一步稳固新疆市场并积极主动拓展全国市场,努力探索多元化酸奶产品发展路径。T乳业公司酸奶产品应明晰“高附加值且口味独特的低温酸奶”的市场定位,将发展重心放在一、二线城市以青少年为重点目标群体的市场中;(6)T乳业公司酸奶产品营销策略的基于STP理论明确产品市场定位,运用4P营销理论制定优化策略,具体包括强化产品研发创新、实施产品差异化定价、拓展产品销售渠道、加大产品促销力度等方面,并需从组织、制度、管理、人员、技术等方面做好相应的保障工作。更多还原

【Abstract】 Dairy products,as a source of healthy,high-quality nutrition,occupy an indispensable position in the national dietary structure.Our government has long been committed to the comprehensive revitalization of the dairy industry,and has clarified the direction of upgrading the whole industrial chain,providing normative guidance for the healthy development of dairy enterprises.With the sustainable development of China’s economy and society,the competition in the dairy industry,including yogurt products,has become increasingly fierce,and the problem of product homogenization has been highlighted,coupled with consumers’increasing demand for quality,it is crucial to formulate an effective marketing strategy for dairy enterprises.T Dairy Company,as one of the large-scale enterprises in dairy production in Xinjiang region,occupies a considerable market share in the dairy market of Xinjiang,but one of the three main products of the enterprise,namely yogurt,is one of the three main products of the enterprise,and it has a considerable market share in Xinjiang.One of the three main products of the enterprise,yogurt product,lacks competitiveness.In the face of the fierce competition in the yogurt market,the formulation and implementation of an effective yogurt marketing strategy is an important issue that Dairy T urgently needs to solve.On the basis of domestic and foreign theoretical research results and practical experience in marketing and dairy products marketing,this thesis analyzes the current situation and problems in the marketing of yogurt products of T Dairy Company by using questionnaires and interviews,explores the marketing environment of yogurt products of T Dairy Company,reveals the advantages and disadvantages,opportunities and threats,target market segmentation and positioning,and then puts forward optimization strategies and implementation guarantees for the marketing of yogurt products of T Dairy Company.It reveals the strengths and weaknesses,opportunities and threats,target market segmentation and positioning,etc.,and then proposes optimization strategies and implementation guarantees for the marketing of Dairy T’s yogurt products.The main conclusions are:(1)With the growing demand for dairy products,the nutritious and healthy yogurt products are more and more accepted and loved by the consumers.Many consumers know about and have purchased T Dairy’s yogurt products,in which the price,brand and quality of yogurt products are important factors influencing the purchase of T Dairy’s yogurt products;(2)The main existing problems in the marketing of Dairy T’s yogurt products are:insufficient continuous product innovation,lack of product pricing flexibility,narrower product sales channels and ineffective product promotions;(3)China’s government has issued a number of policies to support the development of dairy enterprises,the sustainable development of the socio-economy,the significant increase in the income and consumption level of the population,and the increase of dairy products’market share.The sustainable development of social economy,the significant improvement of residents’income and consumption level,and the continuous breakthrough and innovation of dairy product technology have created a favorable environment for the marketing of yogurt products of T Dairy Company.At present,T Dairy Company’s yogurt products are facing greater threats from the competitiveness of the industry and substitutes,and the pressure from potential entrants is still acceptable,and the bargaining power of its suppliers is weak while that of its purchasers is strong;the company is seriously short of technical talents in the field of arts and crafts and food nutrition,and its specialized management team is lagging behind,and its operating ability has declined in recent years;(4)T Dairy Company’s yogurt products marketing has a suitable geographical location,and the yogurt products marketing has a good environment for implementation.Product marketing has the advantages of suitable geographic location,stable development of yogurt industry,high regional brand awareness,excellent quality of core products,etc.,but at the same time,there are also yogurt product brand building is insufficient,less market share,management standardization is not enough and other disadvantages;both facing the national policy support,diversification of consumer demand,preservation of freshness technology updates and other opportunities for development,but also need to face the impact of foreign yogurt products,the impact of consumers on the large dairy products T Dairy Company shall give full play to its internal advantages to seize external opportunities,actively make up for the existing operational shortcomings,and endeavor to enhance brand influence and goodwill,etc.;(5)T Dairy Company’s yogurt product marketing objectives shall focus on the core products of low-temperature yogurt,deepen the layout of the whole yogurt industry chain,further stabilize the Xinjiang market and actively expand the national market,and strive to explore the development path of diversified yogurt products.Dairy T’s yogurt products should clearly define the market positioning of“high value-added low-temperature yogurt with unique taste”,and focus on the development of markets in first-and second-tier cities with teenagers as the key target group;(6)T Dairy Company yogurt product marketing strategy based on the STP theory to clarify the product market positioning,the use of 4P marketing theory to develop optimization strategies,including strengthening product research and development and innovation,the implementation of product differentiation pricing,expanding product sales channels,increase product promotional efforts,and other aspects,and the need to do a good job in terms of organization,system,management,personnel,technology and other aspects of the corresponding security work.更多还原