MBA教育中心知识库

随着人们对于优质生活的不断追求，方便食品产业百花齐放、迅猛扩张，人口在南北方向的互动增加以及人均上班时间的延长，使得方便食品成为了日常消费的重要组成。尽管市场对方便食品的需求日益增长，但产品同质化和低技术门槛等问题仍旧是行业普遍面临的挑战，导致了竞争异常激烈。在这样的市场背景下，兰州牛肉面已经成功转型为工业化快餐产品，但在方便食品市场中所占份额仍然较小。向阳公司抓住这一发展机遇，推出速食版牛肉面，本文旨在通过优化营销策略，将地道的兰州牛肉面推广至全国各地，从而推动企业的成长与发展。
本研究采用4P营销理论框架作为分析工具，深入探讨了向阳公司在内外部市场环境下，其兰州牛肉面方便食品在现行营销策略上所面临的挑战。文章首先概述了中国方便食品行业的当前趋势和营销模式的独特性。首先，通过采用波特五力模型和PEST模型对牛肉面方便食品的外界环境和行业内部间的竞争环境进行研究。继而从4P视角出发，详细诊断了向阳公司方便食品产品线中的牛肉面产品的营销组合现状，识别出核心问题并深究其背后的影响因素。同时，采用调查问卷的方式，对其所受的消费者进行调研，并结合STP定位和4P理论，对公司当前的产品营销组合方式进行改进。最后，从组织和制度保障着手，使营销策略的每一关键环节得到有效保障，进而推动营销策略优化工作的进行。
本研究深入剖析了向阳公司推出的牛肉面方便食品的市场推广策略，旨在赋能该企业在动态竞争的快速消费品领域把握成长的契机，扩展市场影响力，确保在不断演变的市场环境中持续稳健的成长。本文还为西北地域特色及甘肃文化特征的产品推广提供全面的战略指导，不仅为向阳公司描绘增长路线图，同时也能作为同区域同业者的参考蓝本，携手促进地方特色产物的长远繁荣。

In recent years, with the gradual increase of the people's demand for a better life, the various industries of convenience food have flourished, the two-way flow of the North-South population has intensified, and the per capita commuting time has gradually increased, which has become a necessity in daily life. However, in the current market environment, the convenience food industry is suffering from serious product homogeneity and relatively low technical threshold problems, and the competition within the industry is extremely fierce. At present, although Lanzhou beef noodles have been derived from industrial fast food, it occupies a small proportion in the convenience food market. Xiangyang company's instant beef noodles was born from this, by seizing the development opportunity of the convenience food industry, the beef noodles convenience food marketing to promote the development of enterprises, so that the authentic delicious Lanzhou beef noodles to the country.
Based on the 4P framework, through the analysis of the internal and external environment of Xiangyang Company, this paper studies the existing problems in the marketing strategy of Lanzhou beef noodle convenience food at this stage, and optimizes the marketing mix strategy of this product. Firstly, the author expounds the development status of convenient food in our country and the particularity of the marketing mode. Secondly, based on the 4P theory, the marketing mix of convenience food and beef noodles of Xiangyang Company is analyzed to find out the problems and analyze the causes. Then, by using Porter's Five forces model and PEST model, the external environment of beef noodle convenience food and the internal competition environment of the industry are studied. At the same time, it adopts the way of questionnaire to investigate its customers, and combines STP positioning and 4P theory to improve the company's current product marketing mix. Finally, from the product, members, technology, system several aspects, so that every key link of marketing strategy to be effectively guaranteed, and then promote the marketing strategy optimization work.
The purpose of this paper is to deeply study the marketing strategy of Xiangyang Company's beef noodle convenience food, so as to help Xiangyang Company firmly grasp the development opportunity of convenience food market and win more market share, and ensure the company's sustainable and steady development in the new market environment. In addition, through the systematic design of the marketing strategy of Northwest and Gansu characteristic products, it can also provide valuable experience for other similar local enterprises to jointly promote the sustainable development of regional characteristic products.