摘 要
宁夏红果乳业有限公司从成立至今已有40几年，在这期间经历了大大小小的风雨，尤其是08年“三鹿事件”的冲击，使得整个乳制品行业遭到了重创，而红果乳业经受住了考验。但同时我们也看到，发展仅有20年左右的伊利、蒙牛现在已成为中国乳制品的“领军羊”，而红果乳业却仅限于宁夏名牌企业。为此，本文分析了红果乳业的营销现状及当前所存在的问题，同时针对这些问题，运用适当的策略进行分析。 【关键词】：红果乳业，营销现状，策略分析
Abstract
Dairy Co., Ltd. Ningxia red berries, established for about 40 years, has experienced many things, especially Sanlu incident in 2008, which makes all Dairy worst hit except Ningxia red berries. With the development of 20 years, Mengniu and Erie have become the leader sheep of Chinese dairy products. However, Ningxia red berries only is famous enterprises in Ningxia. So this thesis analyzes the marketing status and current issue of red berries dairy, and gives appropriate recommendations on this.
【key words】:berry-red dairy industry, marketing situation, strategy analysis
目 录
1 红果乳业简介 ........................................................... 1
1.1 红果乳业基本介绍 .................................................... 1 1.2 红果乳业人员构成 .................................................... 1 1.3 红果乳业销售收入 .................................................... 2 1.4 红果乳业主要产品 .................................................... 2
2 红果乳业市场环境分析 .................................................. 2
2.1 红果乳业宏观环境分析 ................................................ 3
2.1.1 经济、人口环境 ................................................. 3 2.1.2 资源环境 ....................................................... 3 2.1.3 政策环境 ....................................................... 4 2.2 红果乳业微观环境分析 ................................................ 4
2.2.1 奶农 ........................................................... 4 2.2.2 中间商 ......................................................... 4 2.2.3 消费者 ......................................................... 4 2.2.4 竞争者 ......................................................... 4 2.2.5 公众环境 ....................................................... 5
3 红果乳业营销现状分析 .................................................. 5
3.1 红果乳业STP战略分析 ................................................ 5 3.1.1市场细分 ....................................................... 5 3.1.2目标市场选择 ................................................... 6 3.1.3市场定位 ....................................................... 6 3.2 红果乳业4P战略分析 ................................................ 6
3.2.1 产品 ........................................................... 6 3.2.2 价格 ........................................................... 7 3.2.3 渠道 ........................................................... 8 3.2.4 促销 ........................................................... 8
4 红果乳业营销过程中存在的问题 ......................................... 8
4.1 产品单一，缺乏创新，难以扩展市场 .................................... 8 4.2 定价不合理不能凸现产品特色 .......................................... 8 4.3 宣传方式单一，宣传效果差 ............................................ 9 4.4销售渠道过于单一 ..................................................... 9
5 红果乳业策略分析 ....................................................... 9
5.1 产品策略 ............................................................ 9
5.1.1 产品多样化策略 ................................................. 9
