| 摘要:（摘要内容经过系统自动伪原创处理以避免复制，俄语论文，下载原文正常，俄语论文网站，内容请直接查看目录。） 21世纪在变更多方面的市场,市场营销竞争剧烈前提下,不克不及再猛攻传统的营销思想,在看重竞争敌手和市场份额同时,也存眷客户的情绪。这类变更已成为公司营销计谋和战略研究供给配景基本,用以晋升市场位置的手腕。在如许的情形下只要焦点竞争力的公司能力在国际市场生计和成长,特殊是参加WT0后,俄罗斯公司面对着剧烈的竞争。是以,整合各类营销要素应当是公司营销计谋的重要成绩,以公司的可连续成长具有严重的实际意义。阳塔团体在食物(特殊是在乳成品和油脂工业上)临盆和发卖方面有比拟丰硕的经历和比拟胜利的阅历。阳塔品牌蛋黄酱和奶品、天然奶油经深受花费者的迎接。由于阳塔品牌的著名度外行业内是比拟高的所以企业有必定的品牌优势。在古代市场不稳固的情形下,公司必需面对短时间和远期成长和强大的成绩。这就请求阳塔团体制订一系列可行性强的营销战略。营销战略以取得竞争优势为目的,和推进竞争的感化,相当法式上转变传统治理措施,使公司的运营和治理变得加倍清楚和易于推行,是以,对指点公司治理,进步公司效益。本文从阳塔企业所面对的现实成绩动身,在停止市场调研的基本上,运用古代市场营销实际等,设计了一套实在可行的营销计划。本文还运用SWOT办法为了剖析企业一切的机遇和优势、优势和企业所面对的威逼,并对建立著名品牌、开辟新渠道、企业的全体抽象方面做了重点阐述,同时研究包含市场细分、目的市场的选择和市场定位等外容。在研究提出的营销战略的调剂可以或许指点公司制订公道的成长计谋,使公司取得竞争优势。 Abstract: The 21st century changes in many aspects of the market, market competition intense premise, cannot again stormed the traditional marketing ideas, in the value of competitors and market share and endures the mood of the attention to the customers. Such changes have become the company's marketing strategy and strategic research supply with the king of the basic, to promote the market position of the wrist. In this case, as long as the focus of the competitiveness of enterprises in the international market for the ability to live and grow, especially after the WT0, the Russian enterprises in the face of intense competition. In order to integrate all kinds of marketing elements should be an important achievement of enterprise marketing strategy, with the sustainable development of the enterprise has a serious practical significance. Yang Ta Group in food, especially in dairy products and oil industry) to give birth and sell have relatively rich experience and comparable to the victory of the experience. Yang tower brand of mayonnaise and milk, natural butter, favored by consumers welcome. Because of the famous Yang tower brand in the industry is relatively high. So the company will have the brand advantage. In the case of the ancient market is not stable, enterprises must face the short and long term growth and strong performance. This request Yang tower group to develop a series of strong feasibility of the marketing strategy. Marketing strategy to obtain competitive advantage for the purpose of, and to promote competition in the role, a French on Transformation of traditional treatment method, make the enterprise operation and management become more clear and easy to implement, to the guidance of corporate governance, improve enterprise efficiency. In this paper, from the face of the company's real achievements, in the end of the market research, the application of modern marketing practice, the design of a set of practical marketing plan. The application of SWOT method to analysis all the opportunities and advantages, advantages and face the threat and to establish famous brands, opening up new channels, the company's all abstract aspects are mainly introduced in this paper, and research includes market segmentation, target market selection and market positioning of the external content. In the study of the marketing strategy of the swap can guide enterprises to develop a reasonable growth strategy, so that enterprises to obtain competitive advantage. 目录: 摘要 4-5 ABSTRACT 5-6 目录 7-9 图表目录 9-10 绪论 10-16 0.1 论文的探讨背景 10-11 0.2 论文的探讨目的及意义 11-12 0.3 相关探讨近况 12-15 0.3.1 俄罗斯国内探讨近况 12-13 0.3.2 西方国家探讨近况 13-14 0.3.3 中国探讨近况 14-15 0.4 论文的探讨措施 15 0.5 主要创新点 15-16 1 营销策略相关理论 16-20 1.1 波特五力竞争模型 16-17 1.2 4P营销策略理论 17-18 1.3 STP营销策略理论 18-20 2 阳塔集团营销环境略论 20-30 2.1 企业简介 20-22 2.2 俄罗斯食品行业(乳品行业、油脂制造业、肉类工业)略论 22-24 2.3 企业SWOT略论 24-30 3 阳塔集团的营销策略问题略论 30-38 3.1 企业缺少明确的营销策略的计划 30-33 3.2 阳塔集团市场占有率下降 33-34 3.3 包装促销效果不理想 34-36 3.4 广告媒体选择不正确 36-38 4 阳塔集团营销策略问题的原因略论 38-44 4.1 营销环境不稳定 38-39 4.2 乳品市场竞争激烈 39-41 4.3 包装没有体现目标市场特征 41-42 4.4 财务资源不足 42-44 5 阳塔集团营销策略调整 44-51 5.1 提高企业环境略论能力 44-45 5.2 提高企业产品竞争能力 45-48 5.3 更加重视包装的设计 48-49 5.4 选择有效的广告策略 49-51 探讨结论 51-54 参考文献 54-59 附录1 59-62 附录2 62-64 附录3 64-66 致谢 66 |
