摘 要随着经济的发展和全球化进程的加大，休闲食品行业的竞争日益激烈化，休闲食品行业企业要想获得进一步发展，必须调整自身营销策略，以此提高市场占有率，获得更多的效益但是当前包括百草味在内的大多数休闲食品企业由于营销经验的欠缺，没有积极创新营销策略，造成销售渠道受限，促销形式比较欠缺，制约着营销策略成效的提升。本文以百草味营销策略为研究课题，首先阐述了研究背景、意义以及相关研究综述。并通过对百草味营销现状与营销战略的研究，分析百草味营销策略中存在的问题及原因。接着对百草味内外部环境进行分析。最后针对性地提出优化百草味营销策略的对策建议。即百草味应创新产品外在包装设计，优化产品组合策略。加大对行业产品价格的分析，强化对消费水平的评估。改进传统销售渠道，增加网络销售渠道。丰富优惠促销形式，创新广告促销方式。关键词：百草味 休闲食品 营销策略 营销战略AbstractWith the development of economy and the increase of globalization, the competition of snack food industry is becoming more and more intense. In order to get further development, the leisure food industry must adjust its marketing strategy so as to increase market share and get more benefits. But at present, most leisure food enterprises, including paraquat, lack of marketing experience, do not actively innovate marketing strategies, resulting in Limited sales channels, and lack of sales promotion, which restricts the improvement of marketing strategies.In this paper, the marketing strategy of hundred grass flavor is the research topic, first of all, the research background, significance and related research review are expounded. And through the research on the marketing status and marketing strategy of the flavor of the hundred grass, this paper analyzes the problems and causes in the marketing strategy of the hundred grass flavor. Then the internal and external environment of the flavor of hundred grass was analyzed. Finally, it puts forward the countermeasu...
