白象方便面营销策略研究

白象方便面营销策略研究

院（系）__经济管理____

专业__工商管理____

班级______

姓名______

指导老师_______

＿2009＿年＿6＿月

摘要

方便面作为一种快速的食品，在生活节奏不断加的今天获得了飞速的发展，企业之间的竞争也预演激烈。作为民营企业，白象公司经过十一年的发展，已经进入了该行业的前三名，并且正积极进入高端城市市场。面对这样的战略转型，其销售战略也应该随之进行调整，作为销售战略重中之重的市场营销战略无疑是确保销售取得成功的关键因素。

本文从方便面行业的市场现状入手，结合白象集团的发展历程以及面临的环境，对白象方便面的市场营销战略进行了系统的研究，运用市场营销理论对白象的营销策略进行深入的剖析，并提出了可行的营销建议。本文的研究成果，不仅对方便面行业营销有指导意义，而且对快速消费品其他行业也有借鉴作用。

全文共包括四大部分：第一部分，介绍了白象企业的公司概况、产品和简要的营销状况；第二部分，对白象方便面的竞争态势进行了分析，介绍了方便面行业整体的竞争状态和在这种大的态势中白象自身竞争的优势与劣势；第三部分，对白象方便面的营销现状进行了分析，其中分析了白象方便面的目标市场定位、产业结构、销售渠道、价格策略和促销策略；第四部分，对以上的问题提出了营销建议，从两大部分着手，目标市场策略和营销组合策略提出建议，在渠道策略中强调了特通渠道的建立。

关键词：白象方便面；环境分析；营销策略研究；营销渠道

Abstract

As a kind of instant noodles, fast food, the pace of life in today constantly won the rapid development, the competition between enterprises also rehearse fierce. As a private enterprise, the elephants company after eleven years of development, has entered the industry's top three, and is actively into the high-end market. In the face of such strategic transformation, its sales strategy should also be adjusted accordingly, as the most important strategic sales marketing strategy is to ensure sales made the critical success factors.

From the market status of instant noodles industry group, the development of elephants and environment, like instant noodles of the marketing strategy of marketing theory, using the white elephant marketing strategy are analyzed, and puts forward some feasible Suggestions of marketing. Based on the research results, not only the instant noodles industry guidance, and marketing of FMCG industry has reference.

The four most: the first part, the company introduced elephants enterprise, product and the marketing conditions are, The second part, the competitive situation like instant noodles are analyzed, and introduces the overall competitive state instant noodles in this situation and its competition in the elephants advantages and disadvantages, The third part, the white like instant noodles marketing situation were analyzed, including a number of instant noodles, analyzed the target market positioning, industrial structure, sales channels, pricing strategy and marketing strategy, The fourth part of the above questions, and puts forward Suggestions from the two most, marketing strategy and target market, marketing strategies and Suggestions on channel strategy emphasizes the establishment of special ventilation channels.

Keywords: elephants instant noodles, Environmental analysis, Marketing strategy research, Marketing channel