今麦郎公司营销策略研究

Research on Marketing Strategy of Jinmailang Company

摘要: 在品牌竞争，产品同质化日趋严重的背景下，渠道的选择和把握渠道变革变得尤为重要。本文通过对今麦郎营销渠道现状的分析。针对今麦郎品牌营销渠道中存在的问题，对今麦郎营销策略在4P方面进行了优化设计，并提出了今麦郎品牌市场营销策略优化方案，得出了核心结论：产品创新和渠道优化转型是今麦郎今后要持续重点突破的两个方面。今麦郎市场营销优化方案将帮助今麦郎在复杂多变的竞争环境中实现企业的快速发展。

Abstract: In the context of brand competition and increasingly severe product homogenization, channel selection and grasping channel transformation have become particularly important. This article analyzes the current situation of Jinmailang’s marketing channels. In response to the problems existing in the marketing channels of Jinmailang brand, an optimized design of Jinmailang’s marketing strategy in the 4P aspect was carried out, and an optimization plan for Jinmailang brand marketing strategy was proposed. The core conclusion was drawn: product innovation and channel optimization transformation are the two key areas that Jinmailang will continue to focus on breakthroughs in the future. The marketing optimization plan of Jinmailang will help Jinmailang achieve rapid development of the enterprise in a complex and ever-changing competitive environment.