畢業(yè)設(shè)計(jì)（論文）寧夏紅果乳業(yè)的營(yíng)銷現(xiàn)狀及策略分析

1、摘要寧夏紅果乳業(yè)有限公司從成立至今已有40幾年，在這期間經(jīng)歷了大大小小的風(fēng)雨，尤其是08年“三鹿事件”的沖擊，使得整個(gè)乳制品行業(yè)遭到了重創(chuàng)，而紅果乳業(yè)經(jīng)受住了考驗(yàn)。但同時(shí)我們也看到，發(fā)展僅有20年左右的伊利、蒙牛現(xiàn)在已成為中國(guó)乳制品的“領(lǐng)軍羊”，而紅果乳業(yè)卻僅限于寧夏名牌企業(yè)。為此，本文分析了紅果乳業(yè)的營(yíng)銷現(xiàn)狀及當(dāng)前所存在的問(wèn)題，同時(shí)針對(duì)這些問(wèn)題，運(yùn)用適當(dāng)?shù)牟呗赃M(jìn)行分析。【關(guān)鍵詞關(guān)鍵詞】：紅果乳業(yè)，營(yíng)銷現(xiàn)狀，策略分析AbstractAb

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4、dustrymarketingsituationstrategyanalysis5.1.2開(kāi)發(fā)特色優(yōu)勢(shì)產(chǎn)品..............................................105.1.3品牌策略......................................................105.2價(jià)格策略...............................................

5、.............105.2.1隨行就市定價(jià)策略..............................................105.2.2采用差異定價(jià)策略，吸引消費(fèi)者..................................105.3渠道策略............................................................115.3.1有效利用現(xiàn)有渠道，充分發(fā)揮渠道

6、的作用..........................115.3.2創(chuàng)新渠道模式，有效的利用網(wǎng)絡(luò)渠道..............................115.3.3加強(qiáng)分銷渠道的管理............................................115.4促銷策略............................................................115.4.1廣告

7、策略......................................................115.4.2銷售促進(jìn)......................................................115.4.3公共關(guān)系......................................................125.4.4人員促銷.......................

8、...............................126結(jié)束語(yǔ)結(jié)束語(yǔ)..................................................................12參考文獻(xiàn)...............................................................13謝辭.........................................