光明乳业营销策略及优化分析+SWOT分析+STP分析+4P理论

摘要：光明乳业最早可以追溯到1911年，经过100多年的不断发展，已经成为了中国乳品行业的佼佼者。在此期间也经历了许多风雨，特别是2008年的“三聚氰胺”事件，使得中国整个乳品行业遭受到了冲击，然而光明乳业经受住了考验。与此同时，同行业的伊利、蒙牛等企业，在短短20年左右的时间里成功的成为了中国乳制品的领导者，而光明乳业却没有举足轻重的地位。在这样的背景下，光明乳业想要在乳品行业未来的发展中成为“领头羊”，必须要分析自身营销策略现状，找出营销策略中的缺陷并且进行优化改革。本文使用PESTEL模型中的政治因素、社会与经济因素、法律因素和环境因素五个方面对光明乳业的市场宏观环境分析，使用波特五力模型分析了其市场微观环境。使用SWOT和STP分析了光明的营销战略，并且使用4P对光明乳业的营销策略进行了详尽的分析。最后，为了使光明乳业能在市场上更加具有竞争力，本文优化了光明在产品、价格、渠道和促销等产品组合。同时本文认为只有坚持产品差异化的战略，合理运用独特的技术和研发优势，开发新产品，企业才能牢固市场地位。27811
毕业论文关键词：光明乳业；营销现状；营销战略；市场细分
Bright Dairy Marketing Strategy and Optimization Analysis
Abstract：Bright Dairy started in 1911, with constantly development over 100 years, has became the leader in industry. There are plenty of challenges as well, take the “Melamine Scandal ”as an example, it caused earthquake in Chinese dairy industry. But Bright Dairy has survived and shown their capacity. However, enterprises like Yili and Mengniu, they had reached the leader status with development only two decades, but Bright Dairy seems gradually lost their advantages.Under such circumstances, Bright Dairy needs to analysis the current marketing strategy and situation, identify the problems then proceed optimization. In this study, we will analysis for the market macro environment, with the political, social, economic, law and environmental factors from the PESTEL model. For the micro-environment analysising, we shall use Porter’s Five Forces Model, and SWOT & STP & 4P strategies.In addition, the study provides various of products assortments suggestions of the products, prices, marketing channels and promotions, in order to improve the competitive advantage for Bright Dairy. In my opinion, for being competitive in the market, only can be with the Product differentiation strategy, meanwhile developing of unique technology, proceeding Research and development strengths.
KeyWords：Bright Dairy；Maiketing status；Marketing strategy；Market segmentation
目录
一、绪论   1
（一）研究背景   1
（二）研究内容   1
二、文献综述   2
（一） 4P理论   2
（二） SWOT分析法   3
（三） STP分析   3
三、光明乳业简介及市场环境分析   5
（一）光明乳业简介   5
1、光明乳业基本介绍   5
2、光明乳业销售收入   5
3、光明乳业主要产品   6
（二）光明乳业市场环境分析   6
1、光明乳业宏观环境分析   6
（1）政治与法律因素   7
（2）经济与社会因素   8
（3）环境因素   9
2、光明乳业微观环境分析   9
四、光明乳业营销现状分析   12
（一）光明乳业SWOT分析   12
1、优势分析   12
2、劣势分析   13 光明乳业营销策略及优化分析+SWOT分析+STP分析+4P理论:http://www.youerw.com/guanli/lunwen_22436.html