国内高端冰淇淋品牌pree的市场营销策略探讨

XCLW53941  国内高端冰淇淋品牌pree的市场营销策略探讨  (字数：9898)

摘要

近些年来我国冰淇淋市场竞争日趋激烈，高端冰淇淋品牌同质化竞争日益激烈。在新形势下为了能够适应长远发展就必须要实现高端冰淇淋品牌的科学营销。Pree是典型的高端冰淇淋品牌，在国内具有一定知名度与影响力。当前pree品牌在不断创新产品与概念，而为了获得长远发展还应该结合pree品牌实际情况来创新市场营销策略，本文研究的主要目的就是为了提升pree品牌的市场影响力。

对于冰淇淋品牌pree的营销策略的分析，首先是要介绍目前我国冰淇淋行业的整体情况，通过对整体情况的分析能了解目前pree品牌所处环境，其次则是详细介绍pree品牌的基本情况，具体是从品牌基本情况、产品种类、竞品分析这三方面来深入介绍；再次是要分析目前pree品牌营销过程中存在的问题，通过对其问题的分析能了解目前营销现状，最后结合这些问题来重点分析pree今后的营销策略。

关键词： 冰淇淋；pree；高端化；差异化；流量合流化        

Abstract

In recent years, the competition in China's ice cream market has become increasingly fierce, and the homogenization competition of high-end ice cream brands has become increasingly fierce. In order to be able to adapt to long-term development in the new situation, it is necessary to realize the scientific marketing of high-end ice cream brands. Pree is a typical high-end ice cream brand with a certain reputation and influence in China. At present, the pree brand is constantly innovating products and concepts, and in order to achieve long-term development, it should also combine the actual situation of the pree brand to innovate the marketing strategy. The main purpose of this paper is to enhance the market influence of the pree brand.

For the analysis of the ice cream brand pree's marketing strategy, the first step is to introduce the overall situation of China's ice cream industry. Through the analysis of the overall situation, we can understand the current pree brand, and then introduce the basic situation of the pree brand. It is an in-depth introduction from the basic aspects of the brand, product categories, and competitive product analysis. Once again, it is necessary to analyze the problems existing in the current pree brand marketing process. Through the analysis of its problems, we can understand the current marketing status, and finally combine these issues. Focus on analyzing the future marketing strategy of pree.

Key words: ice cream; pree; high-end; differentiation; flow integration

目录

摘要 ……………………………………………………………………………… ⅠAbstract …………………………………………………………………………Ⅱ目录 ………………………………………………………………………………Ⅳ

第一章绪论 …………………………………………………………………… 1一、选题目的 …………………………………………………………………… 1二、选题意义 ……………………………………………………………………… 1三、研究思路 ……………………………………………………………………… 1

第二章冰淇淋行业的分析了解及营销策略

一、冰淇淋行业整体分析 ………………………………………………………… 2

（一）冰淇淋行业竞争格局 ……………………………………………………… 2

（二）冰淇淋行业发展趋势与挑战 ……………………………………………… 3

二、pree品牌基本情况 …………………………………………………………… 4

（一）pree品牌介绍   …………………………………………………………… 4

（二）产品种类介绍及其特点  …………………………………………………… 5

（三）竞品分析  …………………………………………………………………… 5

三、pree品牌营销存在的问题 …………………………………………………… 6

（一）产品卖点分散  ……………………………………………………………… 6

（二）IP塑造不明显 ……………………………………………………………… 6

（三）流量被动追逐  ……………………………………………………………… 6

（四）营销全域种草 ……………………………………………………………… 6

四、pree冰淇淋品牌营销策略 …………………………………………………… 7

（一）实现产品标签化策略 ……………………………………………………… 7

（二）实施差异化品牌策略 ……………………………………………………… 8

（三）流量合流化进围策略 ……………………………………………………… 9

（四）营销生态化进攻策略 ……………………………………………………… 9

（五）重构宣传策略 ……………………………………………………………… 9

（六）保障措施 …………………………………………………………………… 10

五、结论 …………………………………………………………………………… 11

参考文献  ………………………………………………………………………… 12