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https://rsuir-library.rsu.ac.th/handle/123456789/1327| Title: | Research on the market in strategy of Yangbao brand walnut milk |
| Other Titles: | 漾宝”牌核桃乳营销策略研究 |
| Authors: | Jiayi Li |
| metadata.dc.contributor.advisor: | Duan Yun Long |
| Keywords: | Milk -- Quality;Marketing -- Planning;Strategic planning |
| Issue Date: | 2021 |
| Abstract: | 随着社会发展和人们生活水平的提升，消费者健康意识的觉醒，让定位于健 康、营养的植物蛋白饮料一举成为了饮料市场中冉冉升起的明星。大理漾濞核桃 有限责任公司是一家以开发核桃资源，深加工为主，是一家经营范围以“漾宝” 核桃饮系列为主的公司。“漾宝”核桃乳自2000 年推出以来，一直无法在植物 蛋白饮料市场有所突破，虽然开发了一些区域市场，但销售区域小，品牌知名度 低，宣传力度不足，整体销售量较低，在市场中仍属于二三线品牌。 本论文以处于云南省大理州漾濞县的区域品牌企业大理漾濞核桃有限责任 公司为例，首先以市场营销理论为基础，在梳理国内外研究现状以及4PS 理论、 波特五力模型分析、消费者购买行为等相关营销策略理论概述的基础上，分析与 规划本文所涉及的研究方法与技术路线。接着，结合大理漾濞核桃有限责任公司 的基本情况以及大理漾濞核桃有限责任公司的营销现状，分析现行营销策略中存 在的问题。利用波特五力模型分析和实证分析等深入研究。最后，根据企业的实 际特征和未来发展目标，把握场动态，有针对性的制定最合理的营销优化策略， 努力实现企业利益最大化。并以此为鉴给我国了植物蛋白饮料行业营销工作的加 强和改进提供一定的参考性建议 |
| metadata.dc.description.other-abstract: | With the development of society and the improvement of people's living standards, the awakening of consumers' health consciousness has made plant protein drinks, which are located in health and nutrition, become a rising star in the beverage market. Dali Yangbi Walnut Co., Ltd. is a company mainly engaged in developing walnut resources and deep processing, and its business scope is mainly "Yangbao" walnut drink series. "Although it has developed some regional markets, the sales area is small, the brand awareness is low, the publicity is insufficient, the overall sales volume is low, and it is still a second or third-tier brand in the market. This thesis takes Dali Yangbi Walnut Co., Ltd, a regional brand enterprise located in Yangbio County, Dali Prefecture, Yunnan Province, as an example, firstly, based on marketing theory, we analyze and plan the research methods and technical lines involved in this paper on the basis of the current situation of domestic and foreign research and the overview of 4PS theory, Porter's five forces model analysis, consumer buying behavior and other related marketing strategy theories. Then, the basic situation of Dali Yangbi Walnut Co., Ltd. and the current marketing situation of Dali Yangbi Walnut Co., Ltd. are combined to analyze the problems in the current marketing strategy. In-depth research is conducted using Porter's five forces model analysis and empirical analysis, etc. Finally, according to the actual characteristics of enterprises and future development goals, grasp the field dynamics, targeted to develop the most reasonable marketing optimization strategy, and strive to maximize the benefits of enterprises. In this way, we can provide some reference suggestions for the strengthening and improvement of marketing in China's plant protein beverage industry |
| Description: | Thesis (MBA (Business Administration)) -- Rangsit University, 2021 |
| metadata.dc.description.degree-name: | Master of Business Administration |
| metadata.dc.description.degree-level: | Master's Degree |
| metadata.dc.contributor.degree-discipline: | Business Administration |
| URI: | https://rsuir-library.rsu.ac.th/handle/123456789/1327 |
| metadata.dc.type: | Thesis |
| Appears in Collections: | InCC-BA-M-Thesis |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| JIAYI LI.pdf | 918.37 kB | Adobe PDF | View/Open |
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