康福食品公司营销策略问题研究.docVIP

摘 要 民以食为天，食以粮为源。随着社会经济发展和人民生活水平的不断提高，人们的食品消费观念也逐步改变，消费食品更趋经常化和理性化，尤其对食品质量要求不断提高，更加追求品牌、质量、卫生安全、营养健康。烘焙产业在我国食品行业中所占比重越来越大，其发展势头一直高歌猛进。调查显示，我国烘焙产业一直保持在10%以上的增长速度，2009年已近900亿的产业规模；2010年将超过1000亿，预计2013年会达到1300亿元的产业规模，尤其是二、三线城市，还将连续30年保持30%的高增长。 本文是在对沈阳康福食品有限公司营销策略现状分析的基础上，利用自身机会与优势、规避威胁和弱势，提出符合企业内、外环境条件的营销策略，为提高企业自身的竞争能力，维持企业的生存和发展进行了初步的探索，并对公司在营销策略中的不足提出了自己的看法，以期对公司未来的发展起到积极作用。 关键词：营销策略；食品质量；竞争能力 Abstract Food to food as the source. With the socio-economic development and peoples living standard continues to improve, peoples food consumption concept gradually change consumer food more often and rational, especially to continuously improve food quality requirements, the more the pursuit of brand, quality, health and safety, nutritionhealth.The baking industry in the growing proportion of Chinas food industry, the development momentum has been triumph. The survey shows that the baking industry in China has maintained a growth rate of over 10%, to nearly 90 billion in 2009 industrial scale; 2010 will be more than 100 billion expected in 2013 will reach 130 billion yuan of industrial scale, especially in the second and third tier the city will also be 30 years of continued high growth of 30%. This article is on the basis of the analysis on the status quo of Shenyang Kangfu Food Co., Ltd. marketing strategy, the use of their own opportunities and advantages, to avoid threats and vulnerable proposed in line with the marketing strategy of the enterprise inside and outside environmental conditions, in order to improve their competitiveness, maintainthe survival and development of a preliminary exploration, and put forward their own views in the lack of marketing strategy to play a positive role in the future development of the company. Keywords: Marketing Strategy；Food quality ; competitiveness; 目 录 引 言 1 1 营销策略相关理论分析 2 1.1 营销策略理论概述 2 1.2 营销管理过程的四大步骤 2 1.3 营销策略的意义 3 2 沈阳康福食品战略环境分析 4 2.1沈阳康福食品有限公司简介 4 2.2 康福食品SWOT分析 4 2.2.1 康福食品的优势 5 2.2.2 康福食品的劣势 5 2.2.3 康福食品的机会 5