陕西恒康乳业有限公司营销策略研究

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1、西安理工大学硕士学位论文陕西恒康乳业有限公司营销策略研究姓名：张喜军申请学位级别：硕士专业：工商管理指导教师：马全恩20050901Title：TheMarketingTactics’ResearchofShaanXiHengKangDairy&FoodCo．LtdMajor：BusinessAdministrationName：ZhangxijunSignature．弘掣基巧竺Supervisor：MaQuanEnSignature：崖k盔丝业AbstractSincethereformandopenpolicy

2、,theChinesedairyindustryhasgotfastdevelopmentwithcontinuousdevelopmentofnationaleconomyandimprovementofthepeople’slivingstandard．Inparticular,itwaspulledbystrongneedsinthelastfewyears，thedairyindustryhasalreadybecamethebestindustrywhichdevelopquicklyandgrowthw

3、ell．ShaanXiHengKangDairy&FoodCo．Ltd(abbreviatedas“ShaanXiHengKangDairy”)isoneofaffiliatedcompanyofShanxiScienceTechnologiesCo．Ltd(abbreviatedas“ShanXiHengKangDairy”)，itsetupAugust2004inShaanxiProvinceYangLingAgriculturalHigh-techIndustriesDemonstrationZone．Atp

4、resent，ShaanXiHengKangDairyhasnotgoneintooperationformally,It’SestimatedthatthecompanywillputintooperationattheendofOctober2005．Asalloneofnewcompanywhichestablishedrecently，howthecompanymakeitsdairyproductsputintomarketsmoothly,approvedbyconsumers，obtaincertai

5、noccupationrateofmarket，，andprogressivelyrealizeitstargetwhichmakeShaanxiPm“nceasitscoreandthecoredrivesthewholenorthwestdairyproductsmarket，it'st11emostimportantproblemwhichShanXiHengKangDairymustbesolved．nliStextusemarketingtheoriessuchasthegoalmarketing．bra

6、ndmarketing，throughmassivelyinvestigateandreadtheliteraturematerials，objectivelyanalyzedtheShaanXiHengKangDairy’Sinsideandoutsideenvironment，pointedouttheShaanXiHengKangDairy'ssuperiority,infefiority,opportunityandthreatintheShaanximarket，anddeterminedthegoalm

7、arketofShaanXiHengKangDairyinthisfoundation．ThewritermadeasystemofmarketingstrategyforShaanXiHengKangDairywhichisthekeypointinthetext，itincludetheproductstrategy，theprice2西安理工大学工商管理硕士(MBA)学位论文strategy,constructionandmanagementofretailedchannel，andthesalepromot

8、ion．Atthesametime，inordertoguaranteethesestrategiesputintousesmoothly,thewriterfinallyputforwardsomeoperationalsuggestionsinthetextfortheenterprise．Abovethefmdings，hopetoprovidesom