MBA教育中心知识库

随着社会发展的加速和居民生活质量的提升，面包、西点、蛋糕等食品逐渐向主食化转变，其便捷性、营养价值和美味口感使得它们被更广泛的人群所接受。随着消费者对烘焙产品的营养健康、服务体验以及高品质的重视程度不断上升，烘焙行业面临着一个既充满挑战又蕴藏着机遇的复杂局面。基于此背景，本研究选取杭州C食品公司的烘焙产品作为研究对象，旨在探讨新时代下烘焙产品营销策略的创新与发展。

本论文深入研究STP理论与4P营销理论与烘焙行业特性相结合，为烘焙食品的营销策略及市场定位提供了坚实的理论基础。运用波特五力模型、PEST分析和SWOT分析方法，对杭州C食品公司所面临的问题进行系统研究，并提出相适应的策略建议，以应对市场中的各种挑战和机遇。通过设计并执行调查问卷，掌握基本运营状况，收集消费者行为数据，对该公司在产品、价格、渠道、促销等方面进行全面剖析，为营销策略优化提供理论支持和实践依据。揭示了新产品开发创新重视程度不够、产品价格定位与市场偏离、营销渠道信息化水平低、促销方案忽视消费者偏好等问题。为解决这些问题，从宏观和微观两个维度进行深入分析。宏观层面，探讨了政治、经济、社会和技术环境对烘焙店运营的影响；微观层面，深入分析了替代品的替代能力、潜在进入者的威胁、供应商的议价能力、消费者的议价能力、行业内部竞争特点。根据前述分析，利用STP理论进行市场划分，挑选目标市场，明确市场定位。运用4P理论对营销组合策略的四个方面进行优化，并提出具体建议，即应创新产品口味和包装风格，优化定价策略以避免价格战，实施全渠道营销策略，针对不同消费群体采取差异化促销策略。希望通过本文的研究，促进杭州C食品公司在市场竞争中脱颖而出，同时推动烘焙行业的进步和创新，为行业的繁荣发展贡献一份力量。

关键词： 餐饮业；烘焙产品；营销策略；对策分析

With the acceleration of social development and the improvement of residents' quality of life, bread, pastries, cakes and other foods are gradually becoming staple foods. Their convenience, nutritional value and delicious taste make them accepted by a wider population. As consumers pay more attention to the nutrition, health, service experience and high quality of baking products, the baking industry is facing a complex situation full of challenges and opportunities. Based on this background, this study selected the baking products of Hangzhou C food company as the research object, aiming to explore the innovation and development of baking product marketing strategy in the new era.This paper deeply studies the combination of STP theory, 4P marketing theory and baking industry characteristics, which provides a solid theoretical basis for the marketing strategy and market positioning of baked goods. By using Porter's five forces model, PEST analysis and SWOT analysis, this paper systematically studies the problems faced by Hangzhou C food company, and puts forward corresponding strategic suggestions to deal with various challenges and opportunities in the market. Through the design and implementation of questionnaires, master the basic operation status, collect consumer behavior data, and conduct a comprehensive analysis of the company in terms of products, prices, channels, promotions, etc., to provide theoretical support and practical basis for the optimization of marketing strategies.It reveals the problems of insufficient attention to the development and innovation of new products, the deviation of product price positioning from the market, the low level of marketing channel informatization, and the neglect of consumer preferences in promotion schemes.In order to solve these problems, this paper makes an in-depth analysis from the macro and micro dimensions. At the macro level, the impact of political, economic, social and technological environment on the operation of bakeries was discussed; At the micro level, it deeply analyzes the substitution ability of substitutes, the threat of potential entrants, the bargaining power of suppliers, the bargaining power of consumers, and the characteristics of internal competition in the industry. Based on the above analysis, the STP theory is used to divide the market, select the target market and clarify the market positioning. This paper uses 4P theory to optimize the four aspects of marketing mix strategy, and puts forward specific suggestions, that is, we should innovate product taste and packaging style, optimize pricing strategy to avoid price war, implement Omni channel marketing strategy, and adopt differentiated promotion strategy for different consumer groups. It is hoped that through this study, Hangzhou C food company will stand out in the market competition, promote the progress and innovation of the baking industry, and contribute to the prosperity and development of the industry.Key words: Catering industry; Bakery products; Marketing strategy;Countermeasure analysis