伊利公司乳制品营销策略分析报告

学年专业论文伊利公司乳制品营销策略分析

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摘要

伊利实业集团股份是全国乳品行业龙头企业之一，是国家520家重点工业企中文业和国家八部委首批确定的全国151家农业产业化龙头企业之一，是2008年奥运会唯一一家乳制品赞助商，也是中国有史以来第一个赞助奥运会的中国食品品牌。2009年5月25日，伊利成功牵手2010年世博会，成为唯一一家符合世博会标准，为世博会提供乳制品的企业。伊利之所以取得了令人瞩目的成就是与其成功的营销策略是密不可分的。本文在对伊利乳业营销宏观环境和微观环境充分分析的基础上，通过分析伊利乳业过去几年来所采用的产品、价格、渠道、促销等市场营销策略，总结出了带给我们的启示。相信会对国其它乳品企业提供一些借鉴。本文希望通过对伊利乳制品营销策略的研究，能够为伊利乳制品的发展的意见，这就使得本课题的研究有了一定的应用价值。当今市场环境复杂而快速多变，竞争格局空前激烈，企业和市场营销等都必须及时一适应环境，准确做好市场细分与定位，重视品牌建设，并保持持续创新的理念，企业才有可能做到持久的发展、永久经营。

关键词：伊利乳制品；品牌建设；4p营销策略

Abstract

Inner Mongolia Yili Industrial Group Co., Ltd. is one of the national dairy industry leading enterprises, is one of the countries of the 520 key industrial enterprises Chinese industry and national eight ministries identified as the first batch of the 151 agricultural industrialization leading enterprises, the Beijing 2008 Olympic Games will only a sponsor of dairy products, but also the history of China is the first sponsorship of the Olympic Games, Chinese food brand. May 25, 2009, Erie successful hand in 2010 World Expo, becoming the only one in line with the standards of Shanghai, World Expo, World Expo to provide dairy products enterprises. Erie has achieved remarkable success is the success of its marketing strategy is inseparable. The on the basis of a full analysis of the Yili dairy marketing macro environment and micro environment, through the analysis of the Erie dairy industry over the past few years the product, price, channel, promotion and other marketing strategies, summed up the bring us enlightenment. Believe that will provide some reference for other domestic dairy enterprises. In this paper, through the research on the marketing strategy of dairy products, the development of Yili dairy products, which makes the research of this topic has a certain application value. In today's market environment is complex and changeful, unprecedented fierce competition, enterprises and marketing must timely adapt to the environment, accurately do market segmentation and positioning, attach importance to brand building, and maintain the philosophy of continuous innovation, enterprises can achieve the lasting development and permanent management.

Keywords：Yili dairy products; Brand building; 4P marketing strategy

目录

摘要............................................................................................................... I Abstract .......................................................................................................... I I 一、绪论 . (1)

（一）研究背景 (1)

（二）研究目的 (1)

（三）研究意义 (1)

二、伊利公司乳制品市场营销环境分析 (2)

（一）伊利集团发展现状分析 (2)

（二）宏观环境分析 (2)

（三）微观环境分析 (2)

三、伊利公司乳制品营销现状及其存在的问题 (4)

（一）伊利公司乳制品营销现状 (4)

（二）伊利公司乳制品营销中存在的问题 (5)

四、伊利公司乳制品营销策略建议 (6)

（一）推行产品创新 (6)

（二）塑造企业品牌形象 (6)

（三）注重公关营销协调与外界的关系 (6)

（四）大力推行网络营销 (6)

结论 (8)

参考文献 (9)