本科论文摘 要信息技术的不断发展极大地改变了人们的消费模式和消费观念。在几十年的发展过程中，还出现了桂林、花桥湖南辣妹子，甚至发展更早的李锦记和海天等品牌，然而，酱企业通常存在规模小，品牌意识薄弱，营销理念落伍，营销方式滞后等问题。任何想要成功地企业，都需要拥有正确的营销策略来稳固市场，老干妈是我国市场起步发展较早的农副产品品牌，在近几年却频频出现问题，究其原因，是老干妈存在营销策略方面的问题。本文以老干妈为研究对象，运用营销的基本理论对老干妈市场现有的市场营销环境进行详细分析，运用 PEST 分析法和波特五力模型分析法对老干妈的宏观发展环境和行业发展环境进行了分析，并对老干妈的微观市场环境进行了SWOT 分析，阐明老干妈的优势和劣势、机遇和威胁，了解老干妈在市场营销过程中存在的问题与机遇；其次对老干妈的营销策略进行分析，主要从产品策略、渠道策略、价格策略和促销策略四个方面进行分析；最后在上述分析的基础上，根据实际情况提出了老干妈营销策略优化建议，更好地促进老干妈品牌的持续发展。本科论文关键词：辣椒制品；老干妈；市场营销；营销策略本科论文AbstractThe continuous development of information technology has greatly changed people's consumption patterns and consumption concepts. In the course of decades of development, there have also been Guilin, Huaqiao Hunan Spicy Girls, and even the earlier brands such as Li Jinji and Haitian. However, sauce enterprises usually have some problems, such as small scale, weak brand awareness, outdated marketing concept, lagging marketing methods and so on. Any successful enterprise needs to have the correct marketing strategy to stabilize the market Lao Gan Ma is the brand of agricultural and sideline products that started early in the market of our country, but there are frequent problems in recent years. The reason is that the old Gangma has the problem of marketing strategy.Taking Lao Gan Ma as the research object, this paper makes a detailed analysis of the existing marketing environment of Lao Gan Ma...
