蒙牛乳业集团的市场营销策略分析

论文编号:GM069   包括:开题报告及任务书,论文字数:10641,页数:16

摘    要

      短短6年时间，蒙牛乳业集团的主营业务收入在全国乳制品企业中的排名由第1116位上升至第2位。其中，UHT牛奶销量居全球第一，液态奶销量居全国第一，冰淇淋销量居全国第一。蒙牛集团在市场营销方面，有着它独特而值得借鉴的一面。本文结合理论与事例，共分五个部分论述蒙牛企业的4P框架。第一部分主要从蒙牛的产品策略方面入手，分析蒙牛的核心产品差异化和产品线拓展。第二部分研究蒙牛的定价策略，指出蒙牛在产品定价方面的高超之处。第三部分研究蒙牛的渠道策略。第四方面分析蒙牛的促销策略，特别是事件营销，其影响力在国内甚至于国外来说，都是空前的。在最后一部分，从蒙牛的诸多经验中，总结出了几点启示，希望能给国内企业提供一些参考。

【关键词】产品策略 定价策略 渠道策略 促销策略 事件营销

Abstract

In the short 6 years time, Mengniu Corporation’s main production income rise from 1116th to 2nd. Among them, the UHT milk sales volume occupies the world first, the liquid state milk sales volume occupies the nation first, and the ice cream sales volume occupies the nation first too. The Mengniu Corporation in the marketing aspect, has a special side whose unique is worth profiting from. This article combines the theory and the facts together. It is divided into five parts to elaborate the Mengniu corporation's 4P frame. The first part mainly analyzes the Mengniu Corporation’s product strategy, expounds the Mengniu Corporation’s difference of core product and the development of product line. The second part studies the Mengniu Corporation’s price strategy, points out the Mengniu Corporation’s excellent method in this aspect. The third part analyzes the Mengniu Corporation’s place strategy. The fourth aspect analyzes the Mengniu corporation's promotion strategy, specially the event marketing because its influence is unprecedented to the home market even the world market. In the last, draws some conclusions from the Mengniu Corporation’s experiences and summarizes several enlightenments, which could give the domestic enterprise some references.

【Key Words】Product strategy; Price strategy; Place strategy; Promotion strategy

  目   录

前言 ...............................................1
1 导论 .............................................1
1．1 蒙牛乳业集团简介 ..............................1
1．2 国际市场营销中的4P概念 ........................1
2．蒙牛企业的产品策略...............................2
2.1蒙牛企业的核心产品与形式产品分析 ................2
2.2蒙牛企业的延伸产品分析 ..........................3
3 蒙牛企业的价格策略............................... 4
3．1 蒙牛企业的定价策略............................ 4
3．2 消费者的成本分析 ..............................5
4 蒙牛企业的渠道策略 ...............................6
4．1国际市场营销渠道概述 ...........................6
4．2 蒙牛企业的渠道策略 ............................6
5 蒙牛企业的促销策略 ...............................7
5.1 促销的概念与作用 ...............................7
5.2 蒙牛企业的事件促销 .............................7
6 蒙牛企业的成功给国内企业营销带来的启示 ...........9
6.1 产品必须具有差异化特征 .........................9
6.2 适宜、合理地进行产品线拓展 .....................10
6.3 利用事件营销打造品牌记忆 .......................11
参考文献........................................... 14
致   谢 ............................................15