春蕾公司营销策略研究(修改后)解析.doc

春蕾绿色鸡蛋营销策略研究 摘 要 随着人民生活水平的不断提高，消费者逐渐意识到环境保护和清洁无公害产品的重要性，同时人们随着社会和经济的不断发展，已逐渐认识到环境保护的重要性，在此背景下发展绿色营销已经是时代的要求；另一方面，我国的鸡蛋市场巨大，既是鸡蛋生产大国，更是鸡蛋消费大国，鸡蛋一旦出现质量问题会直接影响消费者的身体健康，甚至威胁到了人民群众的生命安全，关系到整个国家和社会的稳定；对于鸡蛋企业来说，要想确保企业在市场中生存和发展，就必须在面临激烈竞争的同时不断的探索和开发新的产品和技术，并制定一系列的营销策略。 本文以春蕾绿色鸡蛋的营销策略为研究目标，以市场营销学、战略管理、营销战略管理等理论知识为基础，结合春雷鸡蛋的实际营销现状，通过查阅文献资料，借鉴国内外鸡蛋行业的发展规律和趋势，对鸡蛋市场进行了实地调研，并对春雷鸡蛋的营销环境进行了系统的分析，根据产品在营销管理方面存在的问题和原因，提出了一系列建议及实施措施。 通过本文研究得出以下结论：在实地调研的基础上，发现目前春蕾公司市场营销存在三方面的问题，即公司电子商务相对落后、促销持续效应差、绿色营销网络渠道不健全；在对春蕾公司营销环境分析的基础上，通过对其产品市场细分及市场定位，系统运用SWOT分析法得出，春蕾公司的绿色营销策略需要从产品策略、价格策略、促销策略及渠道策略四个方面展开；为了保证春蕾公司绿色营销策略的顺利实施，需要从品牌管理、渠道管理、客户关系管理及物流管理四个方面来支持。 关键词：绿色鸡蛋；五种力量模型；SWOT分析；营销策略 Abstract With the continuous improvement of peoples living standard, consumers become aware of environmental protection and clean pollution-free products of importance, while people with the development of society and economy, has gradually realized the importance of protecting the environment, under this background the development of green marketing is the requirement of the times; on the other hand, our country egg market is huge, since the egg to produce big country, it is big country of consumption of eggs, eggs, once appear quality problem will directly affect the health of consumers, even threatened the life security of people, matter to whole country and social stability; the eggs of enterprises, to ensure that enterprises in the market for survival and development, we must in the face fierce competition at the same time continuous exploration and development of new products and technologies, and formulates a series of marketing strategies. Based on the spring green eggs green marketing strategy as the research target, to marketing, strategic management, marketing strategy management theory as the basis, combined with the actual spring egg marketing present situation, through literature, draw lessons from domestic and international egg industry development rule and trend, the egg market undertook on-the-spot