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摘 要
作為世界第一人口大國(guó)，中國(guó)奶粉市場(chǎng)的巨大潛力正受到越來(lái)越多中外奶粉制造商的關(guān)注。伴隨著中國(guó)經(jīng)濟(jì)的高速發(fā)展和消費(fèi)者需求的不斷變化，中國(guó)奶粉高端市場(chǎng)的競(jìng)爭(zhēng)正變得日趨激烈并開(kāi)始趨于理性化。2007“金豬年”和2008“北京奧運(yùn)年”又引發(fā)了一股“嬰兒潮”的到來(lái)，中外嬰幼兒奶粉廠商已經(jīng)開(kāi)始積極調(diào)整產(chǎn)品戰(zhàn)略并紛紛亮出看家本領(lǐng)來(lái)爭(zhēng)奪這塊市場(chǎng)。
本文從分析中國(guó)當(dāng)前奶粉市場(chǎng)的特點(diǎn)和發(fā)展趨勢(shì)入手，結(jié)合當(dāng)前中國(guó)母乳喂養(yǎng)的嚴(yán)峻現(xiàn)實(shí)和嬰幼兒配方奶粉發(fā)展的歷程，比較分析了xx奶粉和眾多中外品牌奶粉的優(yōu)劣勢(shì)，就目前xx奶粉在黑龍江市場(chǎng)營(yíng)銷(xiāo)中存在的問(wèn)題，運(yùn)用現(xiàn)代市場(chǎng)營(yíng)銷(xiāo)理論，提出xx奶粉在黑龍江市場(chǎng)未來(lái)幾年在產(chǎn)品差異化、品牌營(yíng)銷(xiāo)和營(yíng)銷(xiāo)渠道以及附加服務(wù)等幾方面的市場(chǎng)營(yíng)銷(xiāo)策略，特別強(qiáng)調(diào)了品牌營(yíng)銷(xiāo)對(duì)xx奶粉在黑龍江市場(chǎng)未來(lái)幾年發(fā)展的重要性和緊迫性。

【關(guān)鍵詞】：營(yíng)銷(xiāo)策略 品牌營(yíng)銷(xiāo) 4Ps營(yíng)銷(xiāo) 4Cs營(yíng)銷(xiāo)

Abstract
As the world population, China's first baby milk powder the huge potential market has drawn more and more attention of Chinese and foreign milk powder manufacturers. With the rapid development of China's economy and the consumer demand changes, China infant milk powder high-end market competition is getting more intense and began to tend to be rational. 2007 "golden pig year" and 2008 "the Beijing Olympics year" and sparked an "baby boom", the arrival of Chinese and foreign infant milk powder factories have already been started actively adjust the product strategy and have an ace up for the flash to market.
This paper, from the analysis of the current infant milk powder market of China of the characteristics and development trend of China's current breastfeeding, combined with the harsh reality and baby formula milk powder, comparative analysis of the development of the baby milk powder and numerous Erie Chinese and foreign brand of the disadvantages, the Erie infant milk powder market marketing, the existing problems of the use of modern marketing theory, this paper proposes a few years in the future the Erie infant milk powder product differentiation, brand marketing and marketing channels and the additional services aspects of marketing strategy, especially emphasized the brand marketing to infant milk powder in the next few years the Erie development of the importance and urgency.
Keywords: marketing strategy brand marketing 4Ps marketing theory 4Cs marketing theory


目 錄
摘要 I
Abstract II

第1章 緒論 1
1.1 研究背景 1
1.2 研究目的與意義 2
1.3 論文結(jié)構(gòu) 2
第2章 理論綜述 4
2.1 4Ps營(yíng)銷(xiāo)理論 4
2.2 4Cs營(yíng)銷(xiāo)理論 5
第3章 xx奶粉黑龍江市場(chǎng)的營(yíng)銷(xiāo)現(xiàn)狀分析 6
3.1 公司現(xiàn)狀與市場(chǎng)環(huán)境 6
3.1.1 xx公司簡(jiǎn)介 6
3.1.2 xx奶粉黑龍江市場(chǎng)環(huán)境分析 6
3.2 xx奶粉的市場(chǎng)在黑龍江地區(qū)的主要問(wèn)題 8
3.2.1 高端產(chǎn)品不突出，市場(chǎng)份額低 8
3.2.2 產(chǎn)品線過(guò)長(zhǎng)，個(gè)性化和專業(yè)化不夠突出 8
3.2.3 市場(chǎng)運(yùn)營(yíng)及管理有待改進(jìn) 9
3.3 xx奶粉黑龍江市場(chǎng)的市場(chǎng)定位 9
3.3.1 消費(fèi)者行為分析 9
3.3.2 消費(fèi)者市場(chǎng)細(xì)分和目標(biāo)市場(chǎng)鎖定 10
3.3.3 產(chǎn)品定位分析 12
第4章 xx奶粉黑龍江市場(chǎng)的營(yíng)銷(xiāo)策略 14
4.1 產(chǎn)品差異化策略 14
4.2 差別定價(jià)策略 15
4.3 創(chuàng)新渠道策略 15
4.4 多元促銷(xiāo)策略 17

結(jié)束語(yǔ) 19
致謝 21
參考文獻(xiàn) 22