【作者】 王政；

【导师】 张洪利；

【作者基本信息】 吉林大学 ， 工商管理硕士（专业学位）， 2024， 硕士

【摘要】 近年来深圳烘焙市场高速发展,烘焙新品快速推陈出新,烘焙原材料也竞争激烈,越来越多的烘焙油脂品牌涌现。J公司烘焙油脂在深圳市场竞争激烈的现状下营销上的一些问题显现出来:烘焙终端饼房市场中J公司烘焙油脂品牌知名度低、产品定位不明确、市场细分不明确等。这些问题导致J企业烘焙油脂在深圳烘焙市场终端饼房客户细分市场占有率低,需要为J公司烘焙油脂在深圳烘焙市场制定更优化的营销策略。针对J公司烘焙油脂在深圳烘焙市场存在的营销策略问题,首先进行了宏观环境分析,通过分析得出深圳年轻群体占比高购买力增强,消费能力持续提升;政府鼓励消费者消费,烘焙品深受年轻人喜爱,目前深圳烘焙行业处于快速发展的环境,市场空间大。而后从消费者需求、供应商、竞争对手、公司内部门等方面进行微观环境分析,调查发现消费者对烘焙品原材料关注度提升,烘焙油脂从低端升级至中高端是必然趋势,J公司具有供应商采购优势,并且在集团内部各部门环节协同机制、生产技术和食品安全对比竞争对手的抗风险能力也均有一定的优势,同时有产品技术支持及新品营销方案等服务,虽然竞争对手市场占有率高,但是J公司烘焙油脂有更完善的技术服务团队和烘焙新品市场营销资源投入,依然有很多潜在机会。最后通过SWOT分析,基于J公司烘焙油脂对比竞品的优势和外部环境提供的潜在市场空间,J公司烘焙油脂可采取SO战略。为解决J公司烘焙油脂深圳市场存在的营销问题,首先按照客户规模、客户合作方式和经营情况进行了市场细分,选择单店日营业额高、线下采购原材料、连锁门店多的客户群体作为主要目标市场。明确J公司烘焙油脂A品牌和B品牌定位为中高端烘焙油脂,烘焙油脂A品牌为国产品牌,主打冷藏型人造奶油和高乳脂含量烘焙油脂两个产品系列,烘焙油脂B品牌作为J公司母集团收购的知名国外油脂品牌,主打牛油风味,分为常温系列和升级款冷藏系列。基于4P理论,结合企业实际情况和行业竞争情况来制定J公司烘焙油脂产品营销组合策略。根据新确定的目标市场定位,在产品策略方面J公司烘焙油脂应该利用成本优势、研发优势、服务优势、安全优势,与多产品线结合;在价格策略上主推中高端产品,采取灵活的定价策略迎合选择的细分市场中的目标客户群体,同时根据市场竞争情况和成本行情对产品价格进行调整,赢取更多深圳烘焙饼房客户对企业定价的信任和认可;在渠道策略上合理优化传统渠道、指定配送渠道、线上电商,扩大推广效应;在促销策略上提供渠道促销,口碑促销和行业活动促销开场促销销售;为了营销策略有效落地实施,在企业制度、人力资源、企业资金、企业文化方面提出保障措施。更多还原

【Abstract】 In recent years,the baking market in Shenzhen has developed rapidly,with new baking products rapidly emerging.The competition for baking raw materials is also fierce,and more and more baking oil brands are emerging.Under the fierce competition in the Shenzhen market,some marketing problems of J Company’s baking oil have emerged: low brand awareness,unclear product positioning,and unclear market segmentation in the baking terminal bakery market.These issues have led to a low market share of J Company’s baking oil in the terminal bakery customer segment of the Shenzhen baking market,and it is necessary to develop suitable marketing strategies for J Company’s baking oil in the Shenzhen baking market.In response to the marketing strategy issues of J Company’s baking oil in the bakery customer group in the Shenzhen baking market,a macro environment analysis was first conducted.Through the analysis,it was found that the proportion of young people in Shenzhen is high,and their purchasing power is enhanced,and their consumption ability continues to improve;The government encourages consumers to consume,and baked goods are deeply loved by young people.Currently,the baking industry in Shenzhen is in a rapidly developing environment with a large market space.Subsequently,a micro environmental analysis was conducted from the perspectives of consumer demand,suppliers,competitors,and internal company doors.The survey found that consumers have increased their attention to raw materials for baking products,and upgrading baking oils from low-end to mid to high end is an inevitable trend.J Company has the advantage of supplier procurement,and has certain advantages in the collaborative mechanism,production technology,and food safety of various departments within the group compared to its competitors in terms of risk resistance.At the same time,there are value-added services such as product technical support and new product marketing plans.Although the competitors have a high market share,J Company’s baking oils have a more complete technical service team and investment in marketing resources for baking new products,and there are still many potential opportunities.Finally,through SWOT analysis,based on the advantages of J Company’s baking oil compared to its competitors and the potential market space provided by the external environment,J Company’s baking oil can adopt an SO strategy.To solve the marketing problems in J Company’s baking oil market in Shenzhen,the market was first segmented based on customer size,customer cooperation methods,and business situation.The main target market was selected as a customer group with high daily turnover,offline procurement of raw materials,and multiple chain stores;Clearly position J Company’s A and B brands as mid to high end baking oils.Baking oil brand A is a domestic brand,specializing in two product series: refrigerated margarine and high milk fat content baking oil.Baking oil brand B,as a well-known foreign oil brand acquired by J Company’s parent group,focuses on butter flavor and is divided into room temperature series and upgraded refrigerated series.Further combining the competitive situation with the actual situation of the enterprise,based on the 4P theory,formulate J Company’s baking oil product marketing mix strategy.According to the new target market positioning,J Company’s baking oil should leverage its cost advantage,research and development advantage,service advantage,and safety advantage in product strategy,and combine with multiple product lines;In terms of pricing strategy,we mainly promote mid to high end pricing strategies to cater to the target customer groups in the selected segmented markets,while adopting flexible pricing strategies to adjust product prices and win the trust and recognition of more Shenzhen bakery customers in enterprise pricing;Reasonably optimize traditional channels,designated distribution channels,and online e-commerce in channel strategies to expand promotion effects;Provide channel promotion,word-of-mouth promotion,and industry event opening promotion sales in terms of promotional strategies;In order to effectively implement marketing strategies,security measures are proposed in terms of system,human resources,funding,and material resources.更多还原