XJ乳业公司营销策略研究

西安理工大学硕士学位论文XJ乳业公司营销策略研究姓名：颜忠峰申请学位级别：硕士专业：工商管理指导教师：苏菊宁20070101Abstract1Abstract1Title:ResearchonSalesPlanofMilkIndustryforXJCompanyMajor:MasterofBusinessAdministrationName:YanZhongFengSignature:Supervisor:SuJuNingSignature:AbstractWiththerapideconomicdevelopmentandtheimprovementofpeople'sstandardofliving,improvethequalityoflifeandenhancephysicalfitnessrequirementsincreasinglystrong,timelyandthemilkcowaswellastherapid,robust%trend,Chinahasbecomethefastestgrowingfoodindustry,thegrowthofthebest.Milkcowhasgaineditsfameassunrisingindustry.However,thedevelopmentofChina'sdairyindustryisashorter,theoveralllowlevelofproduction,relativelybackwardmodeofproduction,whilepeoplebehindconsumerattitudes,consumptionlevelshaveremainedrelativelylowimpactonthemilkcowdevelopment.Sohowtousemodernmarketingmanagementexpertisetofacilitatethedevelopmentofmilkcowandmilkcowimprovethemarketcompetitivenessofenterprises,thispaperistoexplorethecontentanddirection.BasedontheNingxiaXJMilkCo.forthestudythefirstpartofthetheoryindetailonmarketingtheory,anobjectiveanalysisofChina'sdairyindustryandthemarketingofXJandthemarketingproblemsXJfacedbythecompanythroughthemacroandmicroenvironment,useSWOTmatrixofthecompany'smarketingenvironment,thedevelopmentofthecompanyidentifyopportunities,threats,strengthsandweaknesses.Onthisbasis,determinetheXJ'stargetmarket.Andfromproduct,pricing,distributionchannelsandmarketingaregiveninfourmarketingmixstrategyoptions.Thepaperconcludeswithafocusondevelopingcorecompetitiveness,aseniorreservepersonnelandtrainingmechanisms,theestablishmentofamarketinformationfeedbackmechanism,theimplementationofrecommendations.AdoptionoftheNingxiaXJMilkCo.marketingstrategyThehopeistotheNingxiaXJMilkCo.marketingpracticeactivitieswithsomepracticalguidancesignificancerelatedenterprisesalsohavesomereferencevalueKeyWordsMilkindustryMarketingenvironmentTargetmarketMarketingstrategyTypeofThesisAppliedResearch12XJ3Figure1-1PaperFrameXJXJSWOTXJ4152367Fig.2-1TheFigureoftheRelationshipbetweenMacroeconomicEnvironmentandMicrocosmicEnvironmentFig.2-2theflowchartofTargetMarket———12345689M1M2M3M1M2M3M1M2M3P1P1P1P2P2P2P3P3P3M1M2M3M1M2M3P1P1P2P2P3P32-3PMFig.2-3Targetmarketchoicepattern101112131214Fig.2-4TheBasicPatternofMarketingStrategySTP4P1516——Table3-1TheMainOperationalProductsofXJCorp.XJ=8.1g=2.9g=3.1gXJ=1.0g=1.0gXJXJ20068“”DPM17Table3-1TheMainOperationalProductsofXJCorp.XJ250ml*24XJXJXJFigure3-1SalesChannelsPatternofXJCorp.XJ——18XJXJXJ1920213-2()Table3-2GDPbypriceinthesameyearUnit:billionyuan/200180579.482067.56551200288254.089468.17086200395727.997314.876512004103935.3105172.382142005116741.2117390.291112006136584.3136875.91056120073-3Table3-3IncomeofurbanandruralHouseholds()(1978=100)()(1978=100)1978133.6100.0343.4100.020012210.3473.55854.0360.620022253.4483.56280.0383.720032366.4503.86859.6416.320042475.6528.07702.8472.120052622.2550.78472.2514.620062936.4588.19421.6554.0200716223-4Table3-4RMBsavingsdepositsofurbanandruralresidentsUnit:billionyuan1978210.6128.981.729.017.211.8200159621.844955.114666.76253.03198.53054.5200264332.446141.718190.74976.71310.33666.4200373762.451434.922327.69457.64144.55313.2200486910.658788.928121.713233.27432.05801.22005103617.368498.635118.716631.69674.56957.12006119555.478138.941416.515929.49640.66288.920073-5Table3-5HouseholdsEngel'sindex%%197867.757.5200249.139.4200347.738.2200446.237.7200545.637.1200643.236.72006233-6(2006)Table3-6Annualpurchasequantitiesofmajordairyproductsofurbanhouseholdsbyincomeclassaverage(2004)kg18.8312.7016.4918.9323.8126.18kg0.510.410.500.580.570.60kg2.851.602.362.963.563.9620061724189020001%1.705%1.004%3.38200020151000251920263-7tTable3-7DairyproductionstatisticskeyproducingareasinChinaUnit:millionton19982000200254.8669.0882.92100.00%11.8715.4918.4822.30%8.249.659.9912.00%5.195.298.3010.00%1.912.907.469.00%3.765.426.658.00%4.696.114.745.70%2.632.904.585.50%19.5721.3119.9027.40%2006XJ27XJ28Fig.3-2ThemainfactorsofconsumerschoosebrandXJ199-200011.5%,1996-2000XJXJ2930—22313-3XJFig.3-3TheThreatMatrixofXJcompanyXJSWOT3-4XJSWOTFig.3-4theSWOTanalysisofXJcompany32Figure4-1SexAnalysisofMilkPowderConsumer33Figure4-2MilkPowderConsumersAgeStatusAnalysis4-3Figure4-4ConsumersOccupationalComposingAnalysis34ForChildrenForEldersForOneselfForAllFamilyPresentsOthersFigure4-4ConsumersPurchasingAimAnalysisFigure4-5FactorsConsideredbyConsumers35Figure4-6ConsumersEarningStatusAnalysis364-7XJFig.4-7RegionalconsumptionratioofXJcompany4-8XJ32211000—5000021—408%24%68%37Fig.4-8theTargetmarketoftheXJCompanyTable4-1SuccessfulOrientationIlluminationExampleofSomeEnterprises——38Fig.4-9DiamondlocationmodelofXJcompanyFig.4-10SalesStructureofXJcompanyin2005200580%5%3%12%39404142XJXJ284329XJ.XJ12345444-2Tible4-2IncomeelasticityofDairyconsumptionofurbanresidents1.390.381.06XJXJXJXJXJXJXJXJ45——1——2——3——4——465——6——3036.4%28.8%22.6%12.2%4-114-11Fig4-11SalesterminalsAnalysisofmilk————31471——————4-124-12Fig4-12ThePricesandchannelcharacteristicsofmajormilkbrandXJXJXJXJ48XJFig4-13ChannelChoiceofXJcompany4-14Figure4-14OperationCoo