摘 要改革开放以来，我国蛋品行业产业规模越来越大，在营销方面却没有跟上发展步伐。而在国内鸡蛋市场这一块“大蛋糕”中，大多数品牌鸡蛋的运营只是刚刚起步，产品同质化相当严重。因为概念、技术、人才、设施以及传统营销方式的限制，杉村牌鸡蛋在网络营销方面的尝试相当谨慎、保守，在线下的品牌营销方式则十分传统。本论文根据现阶段杉村牌鸡蛋的营销情况，结合营销理论，选用SWOT分析法，对其进行分析，由此提出开展杉村牌鸡蛋营销的策略，为该企业鸡蛋营销问题提供借鉴。关 键 词 ：营销策略；鸡蛋产业；品牌AbstractSince the reform and opening up, China's egg industry industry is growing in scale, but in the marketing has not kept up with the pace of development. And in the domestic egg market this piece of "big cake", most of the brand egg operation is just beginning, product homogenization is quite serious. Because of the concept, technology, talent, facilities and traditional marketing methods, sequoia brand eggs in the network marketing attempt is quite cautious, conservative, online brand marketing methods are very traditional. According to the current stage of the marketing situation of sequoia brand eggs, combined with marketing theory, the choice of SWOT analysis method, to analyze it, and thus put forward the strategy of developing the brand egg marketing of Sequoia Village, to provide reference for the enterprise egg marketing problem.Key words ：Marketing strategy ；Egg industry ；Brand目 录1绪 论......................................................... 11.1 研究意义................................................11.2 国外研究现状..........................................21.3 国内研究现状..........................................31.4 研究思路..................................................42 杉村牌鸡蛋的营销背景..........................42.1 企业背景................................................42.2 市场竞争环境..........................
