蒙牛乳业济南促销分析研究论文

摘 要文章通过 SWOT 分析，对影响蒙牛乳业济南地区促销与发展的内外部因素进行了分析和梳理，找出了蒙牛乳业济南地区面临的发展机遇、威胁、优势和劣势。运用 STP理论总结了蒙牛乳业济南地区在制定促销策略时存在的问题，并针对性的提出了几点完善当前促销策略的建议。希望通过本研究，能将相关理论知识应用到蒙牛乳业济南地区的促销实践中，为其促销活动提供一些参考。关键词：蒙牛乳业，济南，促销AbstractThrough SWOT analysis, this paper analyzes and combs the internal and external factors that affect the promotion and development of Mengniu Dairy in Jinan area, and finds out the development opportunities, threats, advantages and disadvantages of Mengniu Dairy in Jinan area. Based on STP theory, this paper summarizes the problems existing in the marketing strategy of Mengniu Dairy in Jinan area, and puts forward some suggestions to improve the current marketing strategy. I hope that through this study, I can apply the relevant theoretical knowledge to the promotion practice of Mengniu Dairy in Jinan area, and provide some reference for its promotion activities.Key words: Mengniu Dairy，Jinan，promotion目 录前 言.....................................................................11 绪论....................................................................21.1 选题背景...........................................................21.2 研究意义...........................................................21.3 研究方法...........................................................32 相关概念及理论综述......................................................42.1 乳制品相关概念.....................................................42.2 STP 营销理论.......................................................42.3 促销...............................................................43 蒙牛乳业济南地区促销现状及其策略分析....................................63.1 蒙牛乳业济南地区 SWOT 分析...................