卫龙辣条在无锡市场的营销组合分析
摘要：卫龙食品创办于1999年，专注于休闲食品15年，产品品质有口皆碑。企业坐落于交通便利的中原大地食品名城--河南省漯河市，是一家发展迅速的优秀民营企业。在中国辣味休闲食品行业做出了：首先进行面粉膨化研究并产业化的企业，首先依靠质量说话,并在媒体进行广告投放的企业。
卫龙食品现已建成集研发、生产、加工和营销为一体的休闲食品产业链，并逐步向生产规模化、集约化，管理科学化、创新化方向发展。目前已建有漯河、驻马店等多个生产基地，拥有员工2000多人。近年来，卫龙食品着力整合全国优势资源，建构了完整的市场网络和营销体系，产品畅销三十多个省、自治区和直辖市，北到哈尔滨、南到海南岛，西到乌鲁木齐，东到大上海，成为名副其实的知名辣味休闲食品，深受食客喜爱。积极投入研发资金，坚持引进先进的技术和设备，改造传统休闲食品。先后投入大量资金，从欧美等发达国家引进先进的技术设备数台，通过消化、吸收和再创新，实现技术与国际接轨，不断开拓食品生产新基地，争做辣味休闲食品的龙头企业。
卫龙的主要产品是香辣馋魔芋、泡脚馋魔芋、亲嘴豆皮、106克大面筋、经典小面筋、经典大面筋、亲嘴烧、卫来点心面等，对手主要是有友、津津、飞旺三家制造商。卫龙相较其他几家公司在于产品种类多，制造工艺安全标准。
零食正升级成为大众日常生活的必需品，而辣条也成为不可抵挡的力量，消费者对于辣条食品数量和品质的需求不断增长
本计划在分析外部环境、竞争环境、消费环境、内部环境等因素的基础上，完成寻找新的市场机会的目的；为了达成设定的营销目标，对营销策略进行了系统化性设计，并制定了行动计划和评估指标、方法等。
关键词：辣条行业；市场调查：无锡市
Analysis of the marketing combination of Wei long hot strip in Wuxi Market
Abstract: Wei long food was founded in 1999, focusing on leisure food for 15 years, and its product quality is well known. The company is located in Luohe City, Henan Province, which is conveniently located in the Central Plains Land Food City, and is a fast developing excellent private enterprise. In the Chinese hot taste and leisure food industry, the enterprises that first carry out the research and industrialization of flour expansion, first rely on the quality of speech, and in the media advertising enterprises.
Weilong food has been built into a leisure food industry chain integrated with R & D, production, processing and marketing. It has gradually developed into the direction of production scale, intensification, scientific management and innovation. At present, there are many production bases such as Luohe and Zhumadian, with more than 2000 employees. In recent years, Wei long food has made great efforts to integrate the national dominant resources and constructed a complete market network and marketing system. The products sell well in more than 30 provinces, autonomous regions and municipalities directly under the central government, north to Harbin, South to Hainan Island, West to Urumqi, and east to big Shanghai. Love. Actively invest in R & D funds, adhere to the introduction of advanced technology and equipment, transform traditional leisure food. A large number of funds have been put into the advanced technology and equipment from developed countries such as Europe and America. Through digestion, absorption and innovation, technology and international integration are realized. The new base of food production is continuously opened up, and the leading enterprise of hot and spicy leisure food is made.
The main products of Weilong are spicy and greedy konjac, craving greedy konjac, kiss bean skin, 106 grams of gluten, classic gluten, classic gluten, kissing and dim sum. The main rivals are three manufacturers with friends, Tianjin, and flying. Compared with other companies, Wei long has many kinds of products and safety standards for manufacturing process.
The snack is becoming a necessity for the daily life of the public, and the hot strip has become an unstoppable force, and the demand for the quantity and quality of the spicy food is increasing.
Based on the analysis of external environment, competitive environment, consumption environment, internal environment and other factors, the purpose of this plan is to find new market opportunities. In order to achieve a set marketing goal, the marketing strategy is systematically designed, and action plans, evaluation indexes and methods are made.
目录
一、 市场分析 4
（一）企业的目标和任务 4
（二）市场现状和策略 4
1.当前市场状况 5
2.战略描述 5
（三）主要竞争者和他们的优势/劣势 6
1.有友 6
2.津津 6
3.飞旺 7
（四) 外部环境分析 8
1.政治影响 8
2.经济影响 8
3.自然环境影响 8
4.社会和文化影响 9
5.技术影响 9
6.未来市场及行业发展影响 9
（五） 内部环境分析 9
二、营销策略 9
（一） 营销目标/预期收益 10
（二） 目标市场描述 10
1.市场细分 10
2.目标市场 10
3.市场定位 11
（三） 营销组合描述 11
1.产品/服务 11
2.价格 12
3.渠道 12
4.促销策略 12
5.广告词 12
6.广告策略 13
三、活动计划 13
（一） 活动日程安排 13
1.职能 13
2.具体安排 13
3.预算 14
（二） 评估流程 14
1.绩效评价指标 14
2.收集数据的方法 14
参考文献 15
参考文献
[1]《现代市场营销学》杨伟文主编，湖南人民出版社2001年8月第一版
[2]《中国市场营销经理助理资格证书考试教材》中国市场学会，教育部考试中心主编 电子工业出版社2005.8
[3]卫龙辣条官网http://www.weilonglatiao.cn/
