摘要：营销策略对于每一个企业都起着重要的作用。本文描述的是我国速冻食品行业中的优秀品牌，它就是湾仔码头。我国有许多速冻食品企业，竞争力是十分巨大的。与三全、思念相比，湾仔码头进入内陆市场比较晚，落后于其他企业。文章第一部分对有关营销策略方面的概念进行了论述，简单介绍湾仔码头企业在臧姑娘的领导下，是如何发展起来的。第二部分运用SWOT分析法阐述了湾仔码头的优势、劣势、机会、威胁四个方面，认为湾仔码头品牌虽然受到各个品牌的制约，但利用其自身的优势，能够迅速占领市场。第三部分通过查阅书刊、杂志等研究分析，着重描述了湾仔码头采取的产品策略、价格策略、渠道策略、促销策略，寻找湾仔码头成功上市以及获得成功的经验。最后是针对湾仔码头现存的问题进行分析，找到解决问题的策略，并提出相关对策。42949

毕业论文关键词：湾仔码头;冷冻食品; 营销策略；SWOT分析

The Marketing Strategies Analysis of Wan Chai Ferry Pier

Abstract: Marketing strategies for each business plays an important role. This article describes the frozen food industry in our outstanding brand, it is the Wan Chai Ferry Pier. China has a lot of frozen food companies, competitiveness is huge. Compared with three full, thoughts, Wan Chai Ferry Pier into the inland market relatively late, behind other companies. Article marketing strategy concepts were discussed briefly in the Wan Chai Ferry Pier enterprise Zang girl's leadership is how to develop. SWOT analysis describes the advantages of Wan Chai Ferry Pier, weaknesses, opportunities and threats in four areas that Wanchai Ferry brand despite the constraints of each brand, but the use of its own advantages and can quickly dominate the market. Now at the same time by studying books, magazines and other analyzes, focusing describes the Wan Chai Ferry Pier to take the product strategy, pricing strategy, channel strategy, marketing strategy, look for the successful listing of Wanchai Ferry and the success of the experience. Finally, Wan Chai Ferry Pier is performed for the existing problem analysis, problem-solving strategies to find and propose countermeasures.

    Key words: Wan Chai Ferry Pier; Frozen Foods; Marketing Strategy; SWOT Analysis

目    录

摘  要 1

Abstract 1

一、营销策略的概述 2

（一）营销策略的含义 2

（二）营销策略的影响因素 2

（三）营销策略的类型 3

二、湾仔码头营销策略分析 4

（一）企业简介以及发展 4

（二）营销策略分析 5

三、湾仔码头营销策略的SWOT分析 10

（一）优势分析 10

（二）劣势分析 10

（三）机会分析 10

（四）威胁分析 11

四、湾仔码头营销对策建议 12

（一）加强产品质量管理 12

（二）加强技术设备引进与研发 12

（三）升级产品包装 12

（四）提升企业绿色形象 12

（五）发掘产品特色文化