华北水利水电学院07级优秀毕业论文-----三色鸽乳业郑州市场营销策划.doc

分类号 编 号 华北水利水电学院 North China Institute of Water Conservancy and Hydroelectric Power 毕 业 论 文 题目 三色鸽乳业郑州市场 营销策划 学 院 管理与经济学院 专 业 市场营销 姓 名 XXXX 学 号 2007XXXX 指导教师 XXXXX 2011年 5月 19日 三色鸽乳业郑州市场营销策划 摘要：随着我国经济的发展，人民生活水平的提高，牛奶面包走进了千家万户，而牛奶面包市场的竞争也越来越激烈。因“三聚氰胺”、面包“回笼奶”等事件的影响，行业内全面洗牌，全国半数企业即将被迫关闭，大企业积极抢占市场份额，原材料供应紧张，价格上涨，小企业生存艰难。三色鸽乳业作为众多小乳制品企业中的一员，自身实力有限，推广策略不当，在郑州发展缓慢。本策划从三色鸽乳业的“牛奶+面包”营销模式入手，全面分析市场环境，对其在郑州市场的营销活动进行全方位策划。产品上突出情感元素，增加产品特色；渠道上，在原有加盟店基础上，拓宽渠道，进军农村市场，加盟“团购网”；广告上，加大宣传力度，做好公关推广活动，提升品牌影响力。以此来拓宽三色鸽乳业的市场前景，扩大在郑州市场的影响力。 关键词：郑州市场，三色鸽乳业，营销策划 Three-color pigeon Dairy Company marketing planning in Zhengzhou Abstract: As Chinas economic development, improvement of living standards, milk and bread have all households，the milk and bread has become increasingly fierce market competition. Comprehensive reshuffle within the industry, half the country will be forced to shut down businesses, large enterprises to actively market share, raw materials supply, prices rise, small business survival difficult. Three-color pigeon dairy products, as many small businesses, a member of their own limited strength, marketing strategy properly, the slow development of the market in Zhengzhou. The planning from milk + bread marketing model to start a comprehensive analysis of market environment, the market for its marketing activities in Zhengzhou, all-round planning. Highlight the emotional element of the product, increasing product features; channels on the basis of the existing stores, expand the channels into the rural market, join the buy network; advertisements, increase publicity, good public relations and promotional activities to enhance brand force. Three-color pigeon dairy in order to broaden the market, and expand the influence of the market in Zhengzhou. Keywords: Zhen