MBA教育中心知识库

随着我国国民经济的快速发展和居民收支水平的不断提升，休闲食品行业进入发展“快车道”，行业规模呈现指数级增长态势，越来越多的市场进入者导致行业竞争日趋激烈。同时，受居民消费意识转变和消费新升级的影响，消费者对休闲食品的要求也是越来越高，除了美味之外,健康亦成为一个重要因素。南瓜籽作为药食同源的佳品，具有驱虫、解毒、抗炎、降三高、美容美白等功效，是老少皆宜的健康食品，越来越受到市场消费者的青睐。

本文以金苹果公司南瓜籽产品为研究对象，它曾借助传统渠道和网络渠道获得了一定的销量增长。但是，伴随着网络渠道的普及和创新，产品同质化现象日益突显，金苹果公司南瓜籽产品一度出现客户流失和销量下滑的营销窘境。面对线上线下激烈的市场竞争和不断变化的消费需求，金苹果公司南瓜籽产品的营销之路亟待转型。

本文以目标市场营销战略、4P营销组合策略等市场营销理论为依据，通过分析金苹果公司南瓜籽产品市场营销现状，梳理出其在市场营销中存在市场细分不够深入、目标市场选择不够精准、市场定位不够清晰、产品差异化小、定价灵活度低、渠道控制力弱、促销系统化差等问题。结合公司宏观环境、微观环境及SWOT分析，对金苹果公司南瓜籽产品目标市场营销战略和4P营销组合策略中存在的问题提出改进建议。最后，为了保证改进建议的有效实施，分别从“人力”、“物力”、“财力”、“机制力”和“文化力”五个方面加以保障。希望能有针对性地解决金苹果公司南瓜籽产品在市场营销过程中出现的具体问题，以期提高金苹果公司市场占有率和整体竞争力，并为同行业公司的营销提供借鉴和参考。

With the rapid development of China's national economy and the continuous improvement of residents' income and expenditure level, the snack food industry has entered the "fast traffic lane" of development, and the industry scale has showed exponential growth trend. More and more market entrants have caused increasingly fierce competition in this industry. At the same time, affected by the change of residents' consumption consciousness and the new upgrade of consumption, consumers have higher and higher requirements for snack food. In addition to delicious taste, health has also become an important factor. Pumpkin seeds are treated as the medicine and food of the same origin of the best products with repellent, detoxification, anti-inflammatory, reducing hyperlipidemia, hypertension and hyperglycemia, beauty whitening and other effects, and are suitable for the old and young as the health food, which is also more and more favored by the market consumers.

This paper takes the pumpkin seed product of Golden Apple Company as the research object, which has achieved a certain sales growth with the help of traditional channels and network channels.However, with the popularity and innovation of network channels, the phenomenon of product homogenization has become increasingly prominent, and pumpkin seed products of Golden Apple's once faced the marketing dilemma of customer loss and sales decline. In the face of fierce online and offline market competition and constantly changing of consumer demand, the marketing road of pumpkin seed products  of  Golden Apple's needs to be transformed.

Based on marketing theories such as marketing strategy of target market and 4P marketing combined strategy, this paper analyzes the marketing status of pumpkin seed products of Golden Apple Company. It is cleared up that there are some problems in marketing, for example market segmentation is not deep enough, target market selection is not accurate enough, market positioning is not clear enough, product differentiation is small, pricing flexibility is low, channel control is weak, promotion systematization is poor and so on. Based on the analysis of the company's macro environment, micro environment and SWOT, this paper puts forward some suggestions for improvement in the marketing strategy of target market and 4P marketing combined strategy of Golden Apple Company's pumpkin seed products. Finally, in order to ensure the effective implementation of the improvement suggestions, it is guaranteed from five aspects: "human power", "material power", "financial power", "mechanism power" and "cultural power". It is hoped to solve the specific problems in the marketing process of the pumpkin seed products of Golden Apple Company in a targeted way, so as to improve the market share and overall competitiveness of Golden Apple Company, and provide reference for the marketing of companies in the same industry.