BIAN Jilan,WANG Yuxin.Marketing Strategy of Cold and Fresh Meat of Company B Under the Background of the Internet[J].HEILONGJIANG AGRICULTURAL SCIENCES,2023,(12):97-101.[doi:10.11942/j.issn1002-2767.2023.12.0097]
互联网背景下B企业冷鲜肉营销策略研究
- Title:
- Marketing Strategy of Cold and Fresh Meat of Company B Under the Background of the Internet
- 文章编号:
- 17
- Keywords:
- cold fresh meat; marketing strategy; sales channel
- 文献标志码:
- A
- 摘要:
- 互联网的飞跃发展给各行各业都带来了深远的影响,推动着居民消费观念的转变和升级。目前,网络营销已经成为企业未来发展的必然趋势,部分冷鲜肉企业已经拓展网络营销渠道,这也让肉类市场的竞争变得更加激烈。传统的营销策略难以满足冷鲜肉企业的发展需要,为了提升B企业冷鲜肉的市场份额,运用查阅历年统计年鉴和走访企业现场调研的方法,以B企业为例对企业现行冷鲜肉营销中存在的问题进行分析,并提出拓宽冷鲜肉销售渠道、完善售后服务体系、强化品牌知名度、制定完善的价格体系、健全物流配送体系等具有针对性的对策建议,以此提升B企业冷鲜肉的销量,使B企业的营销工作适应新时代发展需求。
- Abstract:
- The rapid development of the Internet has brought far-reaching impacts to all walks of life, promoted the transformation and upgrading of residents′ consumption concepts. At present, network marketing has become an inevitable trend for the future development of enterprises, and some cold and fresh meat companies have expanded network marketing channels, which also makes the competition in the meat market more intense. In order to increase the market share of cold fresh meat of enterprise B, the method of finding the statistical yearbook and on-site enterprise visit survey were used to analyze the problems existing in the current cold fresh meat marketing of enterprise B, the paper put forward targeted countermeasures to broaden the sales channels of cold fresh meat, improve the after-sales service system, strengthen brand awareness, formulate a sound price system, and improve the logistics and distribution system, so as to increase the sales of cold fresh meat of enterprise B, make the marketing work of enterprise B adapt to the development needs of the new era.
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备注/Memo
收稿日期:2023-09-01