广州欢盈食品有限公司市场营销策略探讨

XCLW44550  广州欢盈食品有限公司市场营销策略探讨  (字数：10296)

中文摘要

我国近些年来国家经济获得了突飞猛进的发展，一跃成为世界第二大经济体，在经济快速发展的推动之下人们的生活水平有了巨大的提升，尤其是物质生活水平有了长足的进步，这使得人们的一些需求得以更好的满足。当下人们对于食品种类以及品质的需求不断提高，这刺激和推动了食品加工行业的发展，然而我们看到我国食品加工行业相关的制度体系还存在一些不足，而不少食品加工企业在市场营销方面暴露出来了一些问题。目前，随着我们国家的经济社会快速发展，各行各业都在不断的迅速发展，在这种发展环境下，食品生产行业也在快速的发展，而随着其发展食品企业的数量也在快速的增加，这使得这些企业之间的竞争也变得越来越激烈，而对于现代企业而言，怎么有效的开展营销活动有着十分重要的意义，因此，食品企业想要进一步提高自身产品和企业的竞争力，就需要加强自身的营销，构建科学完善的营销机制。在本文中，主要是以广州欢盈食品有限公司作为研究对象，来对目前的食品企业营销情况进行了研究和分析，并在文章最后提出了企业在市场营销方面的见解和看法。

关键词： 发展；市场营销；中小企业；问题与对策

目录

绪论······························································1

一、市场营销相关概述······························································2

  （一）市场营销的概念······························································2

  （二）营销策略概述点······························································2

  （三）市场营销相关综述····························································3

二、广州欢盈食品有限公司市场营销现状······································4

  （一）公司简介······························································4

  （二）市场营销现状····························································4

三、广州欢盈食品有限公司市场营销现状存在的问题······························5

  （一）产品定价不合理·······················································5

  （二）企业产品宣传方式有待改进····················································5

  （三）仰仗明星代言策略，忽视品牌文化建设···········································5

  （四）销售保障工作不完善······················································5

 四、广州欢盈食品有限公司市场营销应对策略··································7

  （一）合理定价··································································7

  （二）完善产品宣传活动································································7

  （三）丰富“享受品质生活”的品牌精髓················································8

  （四）加强销售保障工作························································8

结论··········································································10

参考文献········································································11