摘要：随着经济的发展，人们对于健康饮食日益关注。徐州作为中华饮食文化的发源地，其饮食文化源远流长。四千年来，徐州饮食文化一直传承“食药兼用修养生息，药食同源疗补兼济”的特点。马市街食它汤虽然作为“徐州城市饮食名片” 为众人所知，因为现有渠道的局限性，却不能满足更多消费者的消费需要。为了突破现有渠道的局限性，满足广大消费者的需要，提高企业营业额，马市街食它汤的重新定位与市场拓展势在必行。
在经过一系列的市场调研后，本文运用STP策略，对马市街食它汤的定位情况进行分析，选择合适的目标市场，进行重新定位。同时，根据马市街食它汤的重新定位情况，徐州地区的环境情况以及马市街食它汤自身的企业情况，制定了相应的市场拓展策略，主要从产品策略、渠道策略和促销策略三方面进行论述。
本文主要得出如下结论：①马市街食它汤重新定位于为淮海经济区的，消费水平处于中高端的，文化水平较高的，对于养生有一定认识的人群，提供高档、干净、卫生并且能够养胃的特色汤产品——马市街食它汤；②马市街食它汤对于产品方面应积极努力创新，调制出能够适应目标市场需求的各种食它汤产品；③马市街食它汤的渠道过于单一，应该在渠道方面进行创新，让更多的消费者能够消费到马市街食它汤的产品；④另外，为了配合市场推广，相应的促销策略是必不可少的，马市街食它汤也应该在品牌推广，产品促销方面多下功夫。
关键字 食它汤；STP策略；重新定位；市场拓展
Abstract：With the development of economy, people pay increasing attinion on healthy eating. Xuzhou is one of the cradles of the Chinese food culture whose food culture has a long history . In the four thousand years, Xuzhou food culture has been handed the cultivation of edible and medicinal interest-earning Medicinal and Edible spa supplementation and economic characteristics. Because of the limitations of the existing channels, Ma Street food soup ，though as Xuzhou City catering business card ,is not known to everyone.But it can not meet the consumption needs of more consumers. In order to break through the existing limitations of the marketing status quo, to meet the needs of consumers and improve the turnover of enterprises, food soup repositioning and market expansion is imperative.
Through a series of market research, the paper use STP strategy to reposition Ma Street fresh soup . And according to the environment in the area of Xuzhou and Ma Street food soup enterprise, the paper formulated a phaseto adapt the product, place and promotion strategies for Ma Street food soup future development provides a theoretical basis for certain.
In this paper, we can draw the following conclusions: Firstly,Ma Street Food Soup reposition the Huaihai economic zone, the level of consumption in the high-end, high cultural level, some knowledge of the crowd for health, upscale, clean, sanitary, andbe able to stomach the characteristics of soup - Ma Street food soup; Secondly,The products of Ma Street food soup should actively strive to innovate, modulation of target market needs to adapt to a variety of food soup; Thirdly, Ma Street fresh soupchannels over a single innovation should be in the channel, so more consumers can consume Ma Street food soup; Last but not least, in order to meet the marketing, the promotion strategy is essential, Ma Street foodit soup should make every effort in brand promotion,and product promotion.
Keywords Food soup; STP strategy; Repositioning; Market expansion
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