伊利优酸乳营销策略研究摘要：市场营销是现代企业经营管理中一个非常关键的环节，它直接影响着企业产品的市场占有率，进而影响着企业的综合实力。本文以现代营销策略理论为指导，对伊利优酸乳的营销策略进行了深入的分析与研究。如今，世界经济的发展日新月异，市场环境瞬息万变，复杂难测，企业原有的经营理念与经营策略已经难以适应变化着的经济形势。所以，企业一定要在充分了解自身实际的基础上改变固有的经营理念并制定出符合主客观实际的管理方案与管理制度，为企业的发展提供强有力的支撑。本文对摆在企业面前的各种情况做了全面细致地分析，并进一步找出其中哪些属于企业应该抓住的机遇，而哪些又是必须迎接的挑战与威胁，以期为企业的发展提供真实可靠的信息。另外本文还对企业拥有的优势与存在的弱点做了一分为二的论述、对企业与供应商的的区别做了介绍、对客户关系与竞争对手关系做了说明，以期为伊利优酸乳营销策略的制定提供可靠的依据，最终使企业能发展壮大。41161
毕业论文关键词：伊利优酸乳；营销策略；管理措施
Yili yogurt marketing strategy research
Abstract：Marketing strategy in the modern enterprise management plays a very important status and role, it decides the survival and development of enterprises. In this paper, based on the modern marketing theory, this paper discusses the Erie optimal yogurt in the fierce market competition in the marketing strategy should be taken. In today's world economy is developing fast, the complex changeable market environment, enterprise management concept and management strategy are challenged and changed. In the face of change, the enterprise must to update the management idea, understand their own ability and the advantages and disadvantages, formulation and implementation of new management program and can survive in change, in the change and development. In a competitive market, with its relatively stable suppliers and customers. With the growing of the company team, increasing the cost of, the company needs to update marketing concept, adjust their marketing strategies.
In this paper, the status quo of the problem faced by enterprises in-depth analysis, based on the explanation, and further analyzes the opportunities and threats facing the enterprises, and the advantages and disadvantages of the enterprise, targeted on the comparison between company and supplier, customer relationship and competitors, set suitable for Erie optimal acid milk marketing strategy implementation measures.
Key words: Erie optimal acid milk; Marketing strategy; Management measures
目 录
一、绪论 1
（一） 研究背景并介绍 1
（二） 研究目的和意义 1
（三） 研究方法和思路 1
二、市场营销策略相关理论概述 2
（一） 波特五力模型 2
1、 供应商议价能力 2
2、 购买者议价能力 2
3、 新进入者威胁 3
4、 替代品的威胁 3
5、 行业竞争者的竞争 3
（二） SWOT分析方法 4
三、伊利营销现状及策略分析 4
（一）伊利公司简介 4
（二）伊利集团的现状分析 5
（三）伊利的市场营销环境分析 8
（四）伊利优酸乳SWOT分析 12
（五）伊利优酸乳问卷分析 13
四、伊利优酸乳营销策略研究 18
（一）产品策略 18
（二）渠道策略 20
（三）价格策略 20 伊利优酸乳营销策略研究+SWOT分析:http://www.youerw.com/guanli/lunwen_41132.html