淺析蒙牛特侖蘇的營(yíng)銷(xiāo)策略

1、淺析蒙牛特侖蘇的營(yíng)銷(xiāo)策略摘要隨著我國(guó)社會(huì)主義市場(chǎng)經(jīng)濟(jì)的不斷繁榮發(fā)展，我國(guó)國(guó)內(nèi)液態(tài)奶市場(chǎng)出現(xiàn)了日益繁榮的局面，由于受到三聚氰胺事件和蒙牛OMP事件的影響，對(duì)我國(guó)的乳制品企業(yè)來(lái)說(shuō)機(jī)會(huì)與危機(jī)并存，同時(shí)加強(qiáng)了乳制品企業(yè)對(duì)液態(tài)奶市場(chǎng)營(yíng)銷(xiāo)分析，因此本文以蒙牛特侖蘇為研究對(duì)象，對(duì)特侖蘇市場(chǎng)營(yíng)銷(xiāo)過(guò)程中應(yīng)注意的實(shí)際問(wèn)題與解決辦法進(jìn)行闡述，分析特侖蘇的內(nèi)部?jī)?yōu)勢(shì)，內(nèi)部劣勢(shì)，外部機(jī)會(huì)與外部威脅。并投入資金加強(qiáng)奶源建設(shè)，重視產(chǎn)品質(zhì)量，杜絕虛假宣傳，制定長(zhǎng)期策略消

2、除三聚氰胺事件的影響，并為特侖蘇走出困境提供了新的思路。通過(guò)本文對(duì)特侖蘇問(wèn)題的解決方案，幫助蒙牛特侖蘇改變目前不利局面，促進(jìn)了我國(guó)乳品市場(chǎng)的繁榮發(fā)展。關(guān)鍵詞：特侖蘇；SWOT分析；營(yíng)銷(xiāo)策略Abstract:InthispaperituseDeluxeMilkastheresearchobjectanalyzingtheproblemofDeluxemilkindepthusingmarketingtheytogivingsomereas

3、onablemarketingtacticsfDeluxeMilk.Inthefirstpartthispaperpointsoutpurposeresearchstatusquomeasuresaswellasinnovations.ThesecondpartdescribesthestatusquoofliquidmilktheDeluxemilk’spositioningtactics.ThethirdpartusestheSWO

4、TtooltoanalyzeDeluxemilk’sstrengthsweaknessesexternalopptunitiesthreats.ThefourthlyPartgroundsontheanalysisofthethirdpartconsideringDeluxemilk’sstrengthsopptunitiesweaknessesthreatsitgivessevenmarketingtactics.Thefifthpa

5、rtofthepapermadeaconclusionthatmustbeintegrateduseofproducttacticspricingtacticschanneltacticspromotiontacticstosolvemarketingproblemsintheDeluxemilk.123.4特侖蘇的外部威脅(Threats)134特侖蘇營(yíng)銷(xiāo)策略建議144.1投入資金，加強(qiáng)奶源建設(shè)144.2重視產(chǎn)品質(zhì)量，杜絕虛假宣傳15