摘 要：随着长江三角洲地区经济的快速发展，人民生活水平的提高，消费观念的改变和生活节奏的渐渐加快，人们的消费能力不断增强，对食物的要求也越来越高，特别是对特色食物也有了更高、更细致的要求。海门市东方雁食品有限公司成立于2008年，东方雁公司的主打的知名产品“东方雁”牌红烧山羊肉在海门乃至整个苏通地区都有一定的知名度。本论文以“东方雁”牌红烧山羊肉为研究对象，运用营销组合理论包括价格策略、产品策略、渠道策略、促销策略及SWOT分析对该品牌红烧山羊肉进行营销策略分析，从中找出其销量和知名度不高的原因，最后提出解决对策以帮助“东方雁”牌红烧山羊肉提高销量和知名度。67629

毕业论文关键词：“东方雁”山羊肉，4P理论，SWOT分析，营销策略

Abstract: With the rapid development of the Yangtze River Delta, improvement of the people's living standards, changes of consumer capabilities and gradually speed up the pace of life, enhancing the residents’ consumption capacity, for food requirements are also increasing, especially for features food has also been higher and more detailed requirements. Haimen Dongfang Yan Food Company, was established in 2008, Dongfang Yan food company of well-known products Dongfang Yan brand the Haimen braised goat meat in the whole SuTong Union through the region has a certain reputation. In this paper, Dongfang Yan brand braised goat meat for the study, using the marketing mix theory including pricing strategy, product strategy, channel strategy, marketing strategy and SWOT analysis marketing strategy for the brand braised goat, find out its reasons of sales and famous be not increased. Finally, pointing ideals to help Dongfang Yan brand braised goat to raise awareness and sales.

Keywords: Dongfang Yan goat,  4P theory ,  SWOT analysis ,  Marketing Strategy

目  录

1  引言 3

2  营销策略概述 3

3  海门山羊肉行业现状 3

3.1  海门山羊肉现状 3

3.2  海门“东方雁”红烧山羊肉基本情况 4

4  “东方雁”红烧山羊肉的SWOT分析 4

4.1  “东方雁”红烧山羊肉的竞争优势 4

4.2  “东方雁”红烧山羊肉的竞争劣势 5

4.3  “东方雁”红烧山羊肉的市场机会 6

4.4  “东方雁”红烧山羊肉的环境威胁 6

5  “东方雁”红烧山羊肉存在的营销问题 7

5.1  品牌形象不鲜明 7

5.2  价格偏高 7

5.3  渠道通路狭窄 8

5.4  推广力度不够 8

6  “东方雁”红烧山羊肉营销对策 8

6.1  突出品牌个性 8

6.2  调整价格 9

6.3  拓宽渠道 10

6.4  加大促销力度 10

结论 12

参考文献 13

致谢