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新光高级食品厂是一个中型食品加工企业.它生产的“亨王”牌植物蛋白奶粉同有名“ 维维”没有多大区别,但它没有名声,生产规模也只是“维维”的几十分之一.一个没有名气、生产能力还较低的企业,如何在市场中立足,挤出自己的份额,“亨王”作了有益的探索.从小处着眼定位市场,为产品进入市场奠定基础.市场的定位包括价格定位和销售对象的定位.“亨王”系列植物蛋白奶粉是一种大众化产品,但在它之前,市场上已有了知名度较高的“维维”、“大地”等同类产品.根据当时的产量和知名度,新光高级食品总厂将产品价格定在中等水平,低于“维维”,高于“申港”.植物蛋白奶粉虽然是大众化产品,但在农村销售档次略偏高,在大城市销售档次又偏低,且知名度不高,市场不
Shin Kong Advanced Foods Plant is a medium-sized food processing company. Its “Hwang King” brand vegetable protein milk powder is not much different from the famous “Vivi”, but it has no reputation, and its production scale is only a few tenths of “Vivi”. 1. A company with no fame and low production capacity, how to build a foothold in the market and squeeze out its share, “Hwang King” has made beneficial explorations. From a small perspective, the market is positioned to lay the foundation for the product to enter the market. The positioning includes price positioning and the positioning of sales targets. The “Hangwang” series of vegetable protein milk powder is a popular product, but prior to it, the market has already had higher-profile products such as “Vivi” and “Dada”. According to the production and popularity at the time, Shin Kong Advanced Foods Factory set the price of the product to a medium level, lower than “Vivi” and higher than “Shengang.” Although the plant protein milk powder is a popular product, its sales in rural areas are slightly skewed. High, low sales in big cities, and low visibility, the market is not