肉制品加工企业营销策略优化研究—以双汇集团为例

肉制品加工企业营销策略优化研究——以双汇集团为例Research on the optimization of marketing strategy of meat processing enterprises -- Taking Shuanghui group as an exampleI摘 要中国肉制品行业 2017 年达到 1713 万吨，而肉制品行业在 2019 年产品达到1775 万吨，中国肉制品行业在国内肉类产量下降的转况下，仍然呈现增长态势。其中双汇集团作为中国肉制品加工的龙头企业，2019 年收入达到 509.1 亿，年度总利润达到 59.96 亿。鉴于此，为了更好地对肉制品企业展开研究，通过对肉制品行业和双汇集团营销策略现在进行分析，将重点放在了消费者对肉制品的购买意愿影响因素的研究。本文通过对肉制品行业研究背景和国内外文献研究，归纳消费者行为相关概念概述和包括精准营销理论、全面质量营销理论。并通过对肉制品加工行业分析、双汇集团股份有限公司现状分析。得出当前双汇集团股份营销策略存在产品质量控制缺失、市场价格定位失衡、品牌宣传缺乏创新、缺乏合理销售渠道、产品种类不够全面、客户关系营销不足等问题，并通过消费者购买肉制品行为相关因素的问卷调查，通过实证分析影响消费者购买肉制品行为因素，并最终得出双汇集团营销策略优化的手段和双汇集团营销策略优化的保障机制。关键词：肉制品行业，营销策略，消费者行为，购买意愿IIABSTRACTChina's meat product industry reached 17.13 million tons in 2017, while the product of the meat product industry reached 17.75 million tons in 2019. The Chinese meat product industry is still showing a growth trend despite the decline in domestic meat production. Among them, Shuanghui Group, as a leading company in the processing of meat products in China, has a revenue of 50.91 billion in 2019 and an annual total profit of 5.996 billion. In view of this, in order to better conduct research on meat product companies, through analysis of the marketing strategy of the meat product industry and Shuanghui Group, the focus is on the study of factors affecting consumers' willingness to purchase meat products.Based on the research background of the meat industr...