小米市场

Topics: Marketing, Organic food, Marketing plan Pages: 8 (3298 words) Published: June 12, 2013
北京地区市场营销规划
---红旭集团庄丽红小米类产品

2013/6/3

小组成员:田艳 孔强 陈文津 刘瑞军

摘 要
进入21世纪,人们对于健康的追求达到了前所未有的高度,这也使得人们意识到了传统的种植和无公害的处理是对健康最有帮助的,因此有机类食品市场出现了新一片的蓝海,而在其中,五谷杂粮类市场目前没有明确的市场领军者且并没有任何突出的品牌建立市场秩序。 辽宁红旭现代农业有限公司,拥有全国第二大荞麦米生产线及国内最先进的小米、大黄米等杂粮生产设备的大型农业产业化企业。但是红旭的谷类产品大部分是销售给其他的贸易商进行二次包装后销售,市场上能够了解到用户对产品的质量非常认可,但是并不了解这最终的生产厂商。因此,此次红旭集团推出了一类实名注册的五谷杂粮类产品庄丽红牌小米,并且准备直接走向市场面对最终用户,庄丽红牌小米是一类非常具有市场前景的有机杂粮类产品。 本文以庄丽红小米为研究对象,运用 PEST 分析法对庄丽红小米所处的宏观环境和波特五力模型对行业进行了分析,同时运用 SWOT 分析法对红旭集团优劣势进行了分析。通过以上分析可知由于国家对于有机食品的认证制度严格,经济持续发展,人们对于健康礼品的需求,为庄丽红小米的发展提供了有利的外部条件;目前中国有机食品行业的发展更有利于红旭集团发展庄丽红小米;红旭集团自身的资源和优势为有机杂粮类发展提供了优良前提条件。然后本文是运用营销的4P 理论从市场定位和营销策略方面进行了改进,而后提出 2013 营销计划。最后,本文从营销控制的方向进行了深入分析,并对方案做出风险评估,以评价整个营销计划执行的可行性。

关键词:有机杂粮;庄丽红小米;营销计划

Abstract
Entering into the 21st century, the pursuit of people for health reached unprecedented heights, it also makes people aware of the traditional planting and pollution-free processing is the most helpful to health. Therefore organic foods market has emerged a new piece of blank market, in this coarse cereals market, There is no clear market leader and has no outstanding brand to establish the market order.

Liaoning HongXu Modern Agriculture Co., LTD., owns the country's second largest buckwheat rice producing line and domestic most advanced millet, rhubarb rice grains producing equipment, such as large agricultural industrialization enterprises. But most of HongXu’s products sell to the traders and sale to the market after they packing grain by themselves, HongXu can get the feedback the customer recognize the quality of the product very well, but most of the customer do not know who is the ultimate manufacturer. Considering the situation, HongXu Corp. register the real-name registered branding ZhuangLiHong millet and provide to the grain market, ZhuangLihong millet is a kind of product prepare to sell to the final customer directly in the market, it is also a kind of organic grain products with market prospects.

In this article, author takes ZhuangLiHong millet as the research object, analyses macro environment of foam dressing with PEST and industrial situation with Porter five competitive forces. Meanwhile, analyses the advantage and disadvantage of HongXu corp. with SWOT. Through the above analysis we know that due to national certification of organic food strictly, sustainable economic development, people demand for health gifts, ZhuangLiGong millet development has a favorable external conditions. At present, the development of the organic food industry in China is more advantageous to HongXu group ZhuangLiHong millet’s development; HongXu corp.’ s own resources and the advantage provides a good condition for organic grains class development. Then with marketing 4P theory, the market positioning and marketing strategy has been improved, and the recommendations for a number of marketing strategies are advocated. Finally, this article from the direction of the marketing control is analyzed, and the scheme to risk assessment, in order to evaluate the whole marketing plan to carry out the feasibility.

Key Words: Organic grains; ZhuangLiHong millet; marketing plan

目录
第一章 绪论6
1.1 研究背景及意义6
1.1.1 选题背景6
1.1.2研究意义7
1.2 文献综述9
1.2.1 商业计划书编制方面的文献9
1.2.2 市场营销方面的文献10
1.3 研究内容与方法12
1.3.1 研究内容12
1.3.2 研究方法12
第二章 公司的概括13
2.1 公司的背景13
2.2 公司的主要产品(服务)及技术13
2.2.1产品(服务)概述13
2.2.2经营模式及营销策略18
2.3 本章小结18
第三章 营销环境分析19
3.1 宏观分析19
3.1.1政治法规环境(P)19
3.1.2经济环境(E)20
3.1.3 社会文化环境(S)22
3.1.4 技术环境(T)23
3.2 行业环境分析25
3.2.1 潜在新进入者的威胁25
3.2.2 替代品的威胁26
3.2.3 供应商的议价能力26
3.2.4 购买者的议价能力27
3.2.5 现有竞争者的竞争27
3.3 SWOT 分析29
3.3.1 竞争优势 (Strengths)29
3.3.2竞争劣势 (Weaknesses)30
3.3.3 市场机会 (Opportunities)30
3.3.4 市场威胁 (Threats)30
3.4 本章小结30
第四章 2013年营销策略与计划31
4.1 2013年营销策略31
4.2 产品计划32
4.3 价格策略33
4.4 渠道策略35
4.5 促销策略37
4.6 本章小结38
第五章 营销风险与控制38
5.1 风险38
5.2 营销控制39
5.3 本章小结41
结 论41
参考文献43

第一章 绪论
1.1 研究背景及意义...
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