垦荒人绿色食品超市的销售策略分析
摘要：近年来发生的食品安全事件不在少数，从“三聚氰胺”到“塑化剂”，从“孔雀石绿”到“地沟油”，每一次都冲击着消费者的心理防线，每一次也蚕食着食品行业在公众心中的道德底线。纵观发生过的食品安全事件，有些是在食品生产过程中无意间形成的，有些却是食品生产企业为了追求产量与利润，有预谋地、有计划地人为操作的。据了解，为了给消费者提供绿色高端的食品，垦荒人本着全球、原产地、优品、甄选的经营理念为广大消费者带来健康，其中牛初乳作为垦荒人最畅销的产品有着独特的销售策略。
关键词：食品安全；牛初乳；销售策略
Cultivation of green food supermarket sales strategy analysis
Abstract: Food safety incidents occurred in recent years in the minority, from the "melamine" to "plasticizer", from "malachite green" to "drainage oil", every time the impact of consumer psychological defense, every time eating the food industry in the hearts of the public morals. Food safety incidents happened throughout some, is inadvertently formed in the process of food production, but some food production enterprises in the pursuit of yield and profit, premeditated, the plan of manipulation [write the content of this paper. Not the background. On the Internet to see the other It is understood that in order to give consumers Provide high-end green food, people in the world of origin, cultivation, selection of superior products, bring health business philosophy for the vast number of consumers, including colostrum as reclamation people's best-selling products has a unique sales strategy.
Key words: food safety;Bovine colostrum ; marketing strategy
目 录
摘要、关键词.................................................................................................................1
一、绪论.........................................................................................................................1
1.1、北大荒完达山名族乳业的发展简介...................................................................1
二 、北大荒完达山福康牌牛初乳在无锡市场的销售策略.......................................2
2、1、顾客资源的收集 ........................................................................................2
2、2、送券请来咱们超市品尝 ..........................................................................2
2、3、店内品尝会 ...............................................................................................3
2、4、请顾客来参加我们的福利会或者一日游活动.........................................3
2、5、店内产品的产销会 .................................................................................3
2、6、垦荒人售后服务.........................................................................................3
三、北大荒福康牌牛初乳在无锡市场的优势劣势的分析.........................................4
3.1北大荒福康牌牛初乳在无锡市场的优势分析.............................................4
3.1.1、国内绝无仅有的黄金牧场.......................................................................4
3.1.2、国际领先的生产技术...............................................................................4
3.1.3、雄厚的企业实力为后盾...........................................................................4
3.1.4、超苛刻的品质控制流程...........................................................................4
3.2、北大荒福康牌牛初乳在无锡市场的劣势分析...........................................5
3.2.1、福康牌牛初乳开发市场晚，知名度不高...............................................5
3.2.2、竞争对手的不断增加...............................................................................5
3.3、无锡市场数据分析.......................................................................................5
四、北大荒福康牌牛初乳在无锡市场中存在的问题及成因分析.............................6
4.1、销售人员缺乏专业性...................................................................................6
4.2、在无锡市场中，福康牌牛初乳的产品销售略显单一...............................6
4.3、同行业中，竞争对手的不断增加...............................................................6
五、北大荒福康牌牛初乳在无锡市场中存在的问题及解决策略.............................7
5.1、加强销售人员的培训，不断提升销售人员的专业素养...........................7
5.2、可适当改变现在单一的直销模式...............................................................7
5.3、不断优化现在是销售模式，提高产品的质量...........................................7
5.4、保证产品质量，扩大宣传，利用更多的宣传模式...................................8
六、结论.........................................................................................................................8
七、参考文献.................................................................................................................10
参考文献
[1]曹劲松.《初乳成就健康未来》
[2]贾亚光.我国保健品的市场现状与发展预想2010（09）：26
[3]吴建安.市场营销学[M].北京：高等教育出版社，2010：（13）2-3·
[4]美国，菲利普科勒特著，营销管理[M]北京：中国人民大学出版社，2011（9）：124-128·
[5]叶万春·服务营销学[M].北京：高等教育出版社，2012（06）：
[6]王崇民。《食品安全导刊》保障食品安全，把好企业这道关2015（09）
[7]《垦荒人企业文化宣传手册》
[8]尹军.《名家名作》关注生活，关爱健康。垦荒人以为消费者提供天然、健康、安全食品，为消费者创造高品质生活为宗旨
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