快速消费品曼可顿营销策略研究

摘要：随着我国市场经济的飞速发展,人民生活水平和消费水平也在不断地提高,对于快速消费品的需求量变得越来越大,使得快速消费品的市场规模进一步扩大。国外资本纷纷在国内投资建厂,作为开放程度比较高的竞争市场——快速消费品市场必然经历极为激烈的市场竞争。尤其在金融危机、产品同质化现象严重、频频发生的产品质量问题给消费者内心造成了恐慌的今天,面对着“内忧外患”的国内快速消费品企业应该如何制定适当的市场营销策略以应对如此严峻的考验,成为了快速消费品企业研究的重点。本文从企业决策分析的角度切入,结合快速消费品特征及国内快速消费品行业的现状,为国内快速消费品企业的营销策略提出可行性建议。71779

毕业论文关键词：快速消费品；营销策略；曼克顿

A Study on the Marketing Strategy of FMCG - A Case Study of Mankattan

Abstract: With the rapid development of China's market economy, people's living standard and consumption level are constantly improving. The demand for fast moving consumer goods is becoming larger and bigger, and the market size of fast moving consumer goods is further expanded. Foreign capital have invested in domestic construction, as a relatively high degree of open competition in the market - fast moving consumer goods market must experience a very fierce market competition. Especially in the financial crisis, product homogeneity is serious, frequent product quality problems to the consumer heart caused panic today, in the face of "internal and external" domestic fast moving consumer goods enterprises should be how to develop appropriate marketing strategies to deal with So severe test, has become the focus of fast consumer goods business research. This paper puts forward the feasible suggestions for the marketing strategy of domestic fast moving consumer goods enterprises from the angle of enterprise decision analysis and the characteristics of fast moving consumer goods and the status quo of domestic fast moving consumer goods industry.

Keywords: FMCG; marketing strategy; Mankattan

一、绪论 1

（一）研究的背景和意义 1

（二）快速消费品的概念 1

二、国内外快消企业的现状分析 3

（一）国外快消品企业的现状 3

（二）国内快消品企业的现状 3

三、我国快消品企业存在问题 4

（一）产品定位不够准确 4

（二）企业负面新闻损害品牌形象 4

（三）营销手段不够新颖 4

（四）产品的利润不高 4

四、影响快消品销售情况的因素分析 5

（一）市场需求与企业供给的平衡 5

（二）企业产品的定位和定价策略 5

（三）企业与消费者洞察的紧密连接 5

（四）企业营销策略的制定和实施 6

（五）销售渠道的选择和投放 6

五、案例分析：曼可顿公司产品营销策略 8

（一）公司背景介绍 8

（二）企业产品的市场定位快速消费品曼可顿营销策略研究:http://www.youerw.com/guanli/lunwen_81508.html