学校代码：10484学号：河南财经学院HENANUNIVERSITYOFFINANCEANDECONOMICS自学考试（市场营销专业）本科生论文论文题目：白象方便面公司的市场营销策略专业名称：市场营销工作单位：作者姓名：联系方式：河南省白象方便面生产企业的市场营销策略摘要河南白象方便面公司在面对激烈的市场竞争,审时度势,认真做好市场分析。从宏观和微观环境入手,寻找新的机会。结合消费者的新需求,转变营销策略,继续从4PS(产品、价格、渠道、促销)出发,注重提高企业的知名度,美誉度,培养消费者的品牌忠诚度,使其在竞争中处于优势。关键词：白象，环境市场，策略WhiteElephantnoodlemanufacturingenterprisesinHenanProvinceMarketingStrategyABSTRACTHenanwhiteelephantinthefaceofinstantnoodles,thefiercemarketcompetition,sizeupthesituation,doagoodjobmarketanalysis.Fromthemacro-andmicro-environment,startlookingfornewopportunities.Combinedwithnewconsumerdemand,changesinmarketingstrategy,continueto4PS(product,price,channel,promotion)starttofocusonimprovingcorporatevisibility,reputation,cultivatebrandloyaltyofconsumerstomakethecompetitionanedge.KEYWORDS：whiteelephant,Environmentalmarkets,strategy目录1市场分析........................................................61.1宏观环境..................................................61.1.1人口环境........................................................................................61.1.2经济环境........................................................................................61.1.3科学技术环境................................................................................61.1.4政治法律环境................................................................................61.1.5社会文化环境................................................................................71.2微观环境..................................................71.1.1企业自身分析................................................................................71.1.2消费者分析....................................................................................71.1.3竞争者分析....................................................................................71.1.4行业分析........................................................................................82营销策略........................................................82.1产品策略..................................................82.1.1新营养............................................................................................82.1.2新面饼............................................................................................82.1.3新档次............................................................................................82.2价格策略..................................................92.3成本差异化策略............................................93白象方便面的成功实践.......................................103.1营销策略之一：进驻河南设厂减少配送成本快速抢占市场.....103.1.1降低运输费用，从而降低销售成本..........................................103.1.2使市场价格合理化，更好吸引消费者，抢占市场..................103.1.3市场细分化，更好服务消费者..................................................103.2营销策略之二：适应市场策略特征阶段化....................113.2.1初创期策略：理清乱麻..............................................................113.2.2创业期策略：量的突破..............................................................123.2.3扩张期策略....................................
