常温酸奶的市场竞争战略研究——以光明莫斯利安为例

目录

1研究背景与研究意义 (2)

1.1研究背景 (2)

1.2研究意义 (2)

2常温酸奶市场概况 (3)

2.1常温酸奶的现世 (3)

2.2常温酸奶与低温酸奶比较 (4)

2.3光明莫斯利安 (5)

3莫斯利安的市场竞争 (7)

3.1莫斯利安的其他竞争对手 (7)

3.2莫斯利安SWOT分析 (8)

3.2.1优势 (8)

3.2.3机会 (8)

3.2.4威胁 (9)

3.3安慕希酸奶SWOT分析 (9)

3.3.1安慕希希腊酸奶的优势 (9)

3.3.2安慕希希腊酸奶的劣势 (10)

3.3.3安慕希希腊酸奶的机遇 (10)

3.3.4安慕希希腊酸奶的威胁 (10)

3.4莫斯利安与安慕希的对比 (11)

3.4.1品牌历史 (11)

3.4.2品牌故事 (12)

3.4.3渠道网络及销量 (12)

3.4.4渠道评价 (12)

3.4.5推广方式 (13)

4结果与对策 (14)

4.1莫斯利安取得成功的原因 (14)

4.1.1莫斯利安是差异化常温酸奶商品类型的开创者 (14)

4.1.2大对手不重视酸牛奶市场。 (14)

4.1.3独立品牌战略。 (14)

4.1.4利用较高定价、高端消费人群定位与高毛利空间来保证产品营销

的费用 (15)

4.1.5战略性商品类型定位提前规划产能。 (15)

4.2莫斯利安如何提升市场竞争力 (15)

4.2.1延伸产品线 (15)

4.2.2增加产品项目 (16)

4.2.3产品组合定价 (16)

4.2.4价值导向与竞争导向定价相结合 (17)

4.2.5渠道扁平化 (17)

4.2.6宣传推广多样化 (17)

谢辞 (18)

参考文献 (19)

常温酸奶的市场竞争战略研究——以光明莫斯利安为例

摘要：尽人皆知，乳制品行业的发展，关系到国计民生，它的重要性早已显而易见。但是，我国乳制品行业的发展却一波三折，在迅速发展的同时，乳制品的质量安全问题也层出不穷，历经了很多严峻的考验。伴随着2008年的三聚氰胺事件的逐渐被人遗忘，中国的乳品行业经历了一个稳步复苏的阶段，人们已经逐渐恢复了对乳品的信心，继续消费。当乳品企业大多数是在艰难的环境中煎熬，蜗步难移，光明的"莫斯利安”打开了这个新世界的大门——酸奶在常温下的"大门"，本文对光明乳业"莫斯利安”品牌产品进行了研究，探讨了酸奶行业在常温下的情况、光明莫斯利安产品的特点及发展，和光明公司销售"莫斯利安"产品的背景，而且对莫斯利安做了swot分析，并且和同类产物伊利安慕希比较。联系"莫斯利安”的市场竞争战略的不足之处和莫斯利安面临的市场新环境的转变，提出相应的优化建议。

关键词:莫斯利安、市场竞争、安慕希、营销

Abstract: Known to all, the development of the dairy industry, related to the importance of it has been obviously beneficial to the people's livelihood. However, the development of China's dairy industry is full of twists and turns, in the rapid development at the same time, dairy products quality and safety problems also emerge in an endless stream, after a tough test. With the melamine incident in 2008 gradually being forgotten, China's dairy industry has experienced a steady recovery stage, people have gradually restored the confidence of dairy products continue to consume. When dairy enterprises most is in the difficult environment suffering, cochlear steps to shift, bright "Shane" opens the door to the new world, yogurt at room temperature the "gate", this paper of Bright Dairy, "Momchilovtsi" brand products were studied, and the characteristics and development of acid milk industry is discussed at room temperature, Gon Ming Moss Liam products and Guangming company sales "Shane" products of the background and of Momchilovtsi do SWOT analysis, and similar products Erie Anmu Xi compared. Contact "Momchilovtsi" the deficiency of the market competition strategy and Momchilovtsi face the market new environment change, put forward the corresponding optimization suggestions.

Keywords:Momchilovtsi、market competition 、Anmu Xi、marketing