四川燎胃私房菜营销策略分析

论文总字数：20497字

摘 要

新零售模式是互联网销售时代中线上线下营销相结合的一种营销模式，是推动企业取得成功的一个助燃器。新零售模式，是企业在经营过程中，顺应网络信息时代的发展潮流，推动企业思想的与时俱进与开拓创新。在互联网高速发展的现今社会，购物基本与网络、快递联系在一起，要满足人民的购物需求，快速便捷和多样性是我国各个网络卖家都要注意的事项。经过近几年的证明，可以证实多元化的电商经营模式可以建立一个快节奏、便捷的购物体系，更能适应信息社会的飞速发展，更要求我国各企业应该迫切的建立网络线上营销与和实体线下营销相结合的销售方式，确定有利于快节奏信息社会发展的目标，构建出一套完整的多元化电商营销体系。

本篇论文通过采取举例论证的方法，正面论证信息时代的新零售模式能够帮助企业在营销中获得成功，能够帮助企业顺应时代发展的潮流，帮助企业立足于市场，获得成功。

论文主要有六部分构成。第一张绪论主要是主要说明得是本文的研究背景、目的和意义，以及研究的内容和方法。第二章文献综述主要说明了借鉴的文献资料及大致内容。第三章燎胃私房菜的营销环境分析，这章经过网上查阅资料、现场与工作与人员调查及数据分析获得资料简要的介绍了其法律环境和供货渠道。第四章燎胃私房菜在营销中的问题及对策，本章通过实地调查和消费者反馈信息以及网络店铺信息来进行分析燎胃私房菜在营销中存在的一些问题并参考其他企业的成功案例提出解决建议。第五章电商多元化背景下的燎胃私房菜营销策略优化，本章通过实地访查与网上调查分析在新零售模式下的休闲零食企业该如何应对时代的潮流做出正确的营销策略。第六章结论及建议是对全文进行综合与概括。

关键词：网络营销；新零售模式；多元化电商；企业经营观念

Abstract

The new retail mode is a kind of marketing mode which combines the online and offline marketing in the middle line of the Internet sales era, and is a fuel booster to promote the success of the enterprise. The new retail mode is the enterprise in the course of operation, conforms to the development trend of the network information age, promotes the enterprise thought to keep pace with the times and the pioneering innovation. In the rapid development of the Internet in today's society, shopping is basically linked with the network, express delivery, to meet the needs of the people's shopping, rapid convenience and diversity is a matter that all online sellers in China should pay attention to. It has been proved in recent years that the diversified e-commerce business model can establish a fast-paced and convenient shopping body Department, more able to adapt to the rapid development of the information society, but also requires that all enterprises in China should urgently establish online marketing and physical offline marketing combined with the sales mode, determine the goal conducive to the development of fast-paced information society, and build a complete set of diversified e-commerce marketing system.

This paper adopts the method of example demonstration, positive demonstration of the new retail model in the information age can help enterprises to succeed in marketing, can help enterprises to conform to the trend of development of the times, help enterprises to base themselves on the market and achieve success.

The thesis consists of six parts. The first introduction mainly explains the research background, purpose and significance, as well as the research contents and methods. The second chapter mainly explains the reference literature and general content. The third chapter analyzes the marketing environment of the private house dish. This chapter briefly introduces the legal environment and supply channels of the dish access to information, on-site and staff survey and data analysis. The fourth chapter analyzes the problems and countermeasures in the marketing of Liaowei private house dish. This chapter analyzes the existence of Liaowei private house dish in marketing through field investigation, consumer feedback information and online store information Some problems and refer to the success of other enterprises to propose solutions. The fifth chapter is the optimization of the marketing strategy of the private house dish under the background of e-commerce diversification. This chapter analyzes how the leisure snack enterprises in the new retail mode should make the right marketing strategy to deal with the trend of the times through field visits and online surveys. The conclusion and suggestion of Chapter 6 is to synthesize and generalize the whole text.

Keywords：internet marketing; new retail model; diversified e-commerce; business concept

目录

摘 要 2

Abstract 3

第一章 绪 论 6

1.1 研究背景 6

1.2研究意义 6

1.3研究内容及方法 7

1.3.1研究内容 7

1.3.2研究方法 7

第二章 文 献 综 述 8

第三章 燎胃私房菜的营销环境分析 12

3.1供货渠道分析 12

3.2法律环境分析 12

3.3休闲零食业市场现状分析 13

3.4消费群体分析 13

第四章 燎胃私房菜在营销中的问题及对策 15

4.1燎胃私房菜的营销现状 15

4.2 在食品安全方面的问题及对策 17

4.3 市场严重的同质化现象问题及对策 17

4.4 产品创新问题及对策 18

第五章 电商多元化背景下的燎胃私房菜营销策略优化 19

5.1 实行传统店铺销售与网络电子商铺销售相结合的销售模式 19

5.2 建立属于自己的独特品牌形象 19

5.3 确定精确的销售策略满足不同消费者的各类需求 20

5.4 建立企业的信息化管理理念 20

第六章 结论 22

参考文献（References） 23

致 谢 24

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