卫岗牛奶在XX地区的营销策略研究.doc

摘要:随着社会经济的提高，南京地区乳产品行业迅速发展，南京地区居民生活水平不断提高，各类乳产品的消费者需求量也随之攀升。南京奶产品市场的发展也造成市场竞争越发激烈，企业对产品的营销策略研究受到广泛重视。

　　　本文以南京地区卫岗乳业为研究对象，运SWOT分析法、波特五力模型等研究方法并对南京卫岗乳业内外部环境分析，认识企业竞争优势及劣势，根据南京地区现状得出以下结论：①针对南京地区消费者市场特性将产品主要定位在三大市场；②开设卫岗牛奶专营店模式，打造品牌影响力同时方便消费者购买；③从提高服务水平、网上销售平台、增设产品体验点、媒体广告、卖场宣传等方式进行产品宣传促销。

　　　本文较为系统设计出卫岗乳业的营销策略体系，相对了解卫岗乳业在南京市场现存的主要问题，希望可以为企业所利用，帮助企业制定相应营销方案。

关键词 卫岗乳业；SWOT分析；波特五力分析；营销组合策略

Abstract:With the development of social economy, dairy products in Nanjing have developed quickly. Residents’ improving living standards lead to the rising consumer demand of all kinds of dairy products. Nanjing dairy products’ development makes the market competition more and fiercer, the market strategy gets more enterprise’s attention.

　　　This article’s main research project is dairy products in Nanjing, The main research methods are SWOT analysis, and Porter five models. It analyses Nanjing WeiGang dairy products’ inside and outside environment and show about the enterprise competitive advantage and disadvantage. According to the analysis, it comes to three conclusions: first, in Nanjing area consumer market characteristics about products are mainly positioning in three big markets; second, open WeiGang milk outlet mode, make brand influence and convenient consumers to buy; third, broadcast the products through improving serving level, selling by Internet, offering place for products practice, media advertising and stores propaganda.

　　　In this paper, it designs a systematic marketing strategy system for WeiGang dairy products and explores its current problems in Nanjing markets. It means to be used by enterprises and help them to formulate the corresponding marketing plan.

Keywords WeiGang dairy products  SWOT analysis  Porter five models  Marketing strategy