《希悦面包坊市场营销策略研究》由会员分享，可在线阅读，更多相关《希悦面包坊市场营销策略研究（18页珍藏版）》请在金锄头文库上搜索。
1、希悦面包坊市场营销策略研究- I -摘 要希悦面包坊成立于 2006 年，成立之初，就当时相对于现在简单许多的营销环境来说， 希悦系列糕点取得了骄人的业绩。 然而， 三年后的现在， 市场出现了桃李、 好利来、富丽华等一系列的西式、中式糕点，他们的出现无疑加剧了市糕点市场的竞争。从原料进货、糕点制作两方面来看，希悦确实做到了许多糕点企业没有做到的，也因此而赢得广大消费者的认可。但是，在激烈的市场竞争中，仅仅依仗产品还是远远不够的，就其糕点的市场营销方面来说，希悦仍然需要进一步提高。本文首先从希悦面包坊营销现状入手，着重分析了希悦面包坊的销售形式、品牌推广、产品类别、店面覆盖范围。由浅入深，进而就
2、市场糕点类食品的市场潜力及糕点市场上竞争对手进行分析，通过比对发现希悦面包坊在市场营销中存在的问题：促销手段单一，促销品率偏低；不注意收集、研究消费者信息反馈；员工服务态度不一；对希悦的品牌推广力度不足。通过对问题进行总结分析之后，针对这些问题提出相应的解决对策：转变营销侧重点；完善客户信息反馈系统；做定期或不定期的员工服务意识培训；系统宣传希悦面包坊的企业形象。通过以上的解决对策的实施，希望可以对希悦面包坊的发展壮大提供帮助。关键词：糕点市场；希悦面包坊；营销策略希悦面包坊市场营销策略研究- II - The Study on Marketing Strategy of Hope Love
3、Bakery Abstract Dandong Hope Love Bakery was established in 2006, beginning was established, at that time was opposite in the present simple many marketing environment, hoped the pleased series cakes and pastries to obtain arrogant persons achievement. However, three year later present, Dandong mark
4、et presented the students, the good advantage to Flihua and so on a series of western-style, the Chinese type cakes and pastries, their appearance intensified Dandong cakes and pastries market competition without doubt. Looking from raw material inventory, the cakes and pastries manufacture two aspe
5、cts, hoped pleased makes Dandong many cakes and pastries enterprises not to do truly, also therefore won the general consumers approval. But, in the intense market competition, takes advantage of the product to be not enough merely, its cakes and pastries market marketing aspect, hopes pleased still
6、 needed to further enhance. At the first of article, Hope Love Bakery marketing present situation from Dandong to obtain, analyzed Dandong to hope the pleased bread work place emphatically the sales form, the brand promotion, the product category, the shop front coverage area .Through compared to di
7、scovered that Dandong Hope Love Bakery bread work place the question which exists in the market marketing: The promotion method is unitary, the promotion rate is somewhat low; Does not pay attention to the collection, to study the consumer information feedback; The staff service attitude varies; To
8、Hope Love Bakery brand promotion dynamics to be insufficient. Through carries on the summary analysis after the question, in view of these questions proposes the corresponding solution countermeasure: Transformation marketing emphasis point; Perfect customer information feedback system; Is regular o
9、r the non-periodical staff serves consciousness training; The system propaganda Hope Love Bakery bread work place the enterprise image. Through above solution countermeasures implementation, hoped that may hope the pleased bread work place to Dandong to grow strong provides the help. Key Words： Dand
10、ong cakes and pastries market； Hope Love Bakery； Marketing Strategy 希悦面包坊市场营销策略研究- III - 目 录摘 要 . IAbstract. II一、希悦面包坊简介及市场营销现状 . 1（一）希悦面包坊简介 . 1（二）希悦面包坊的市场营销现状 . 11销售形式 . 12品牌推广 . 23产品类别 . 24店面覆盖范围 . 2二、希悦面包坊市场环境分析 . 3（一）希悦面包坊竞争对手分析 . 31市场糕点企业统计及份额分析 . 32主要竞争企业分析 . 3（二）糕点市场潜力分析 . 41城市发展前景广阔 . 42消费者消费需求潜力较大 . 5三、希悦面包坊市场营销存在的问题分析 . 6（一）促销手段单一，促销频率偏低 . 6（二）不注意收集、研究消费者的反馈信息 . 6（三）员工服务态度不一 . 7（四）对希悦的品牌推广力度不足 .
