摘 要
本研究旨在探讨快消品企业在定价和促销方面的策略，以期提高其竞争力和盈利能力。除基本概述外，通过对某快消品企业的定价和促销策略进行分析，结合行业特点和市场需求，提出了优化方案，并在实践中获得了良好的效果。结论表明，如果快消品企业想要在市场中保持竞争力，就需要制定合理的定价和促销策略，并在市场竞争环境中不断调整优化。本研究提出的优化方案可以为快消品企业提供有益的参考，能够帮助其更好地适应市场需求和趋势。本研究的创新之处在于，通过对某快消品企业的实际案例进行分析和优化方案的设计，能够为类似的企业和行业提供有价值的经验和指导，同时也能够推动快消品企业在定价和促销方面的策略不断更新和完善。
关键词：快消品 、定价策略 、促销策略 、竞争力
Abstract
This study aims to explore the pricing and promotion strategies of fast-moving consumer goods (FMCG) companies in order to enhance their competitiveness and profitability. In addition to an introduction to the basic concept of FMCG, this study analyzes the pricing and promotion strategies of a chosen FMCG enterprise, and proposes optimization strategies based on industry characteristics and market demands. The results show that in order to maintain competitiveness in the market, FMCG companies need to continuously adjust and optimize their pricing and promotion strategies in response to market competition. The optimization strategies proposed in this study provide valuable references to FMCG companies, helping them better adapt to market needs and trends. The innovation of this study lies in the analysis of a real case of an FMCG enterprise, and the design of optimization strategies based on the case, which can provide valuable experience and guidance for similar enterprises and industries, and promote the continuous updating and improvement of pricing and promotion strategies in FMCG companies.
Keyword: FMCG、Pricing strategy、Promotion strategy、Competitiveness
目 录
1引言 1
2文献综述 1
2.1快消品定价与促销的定义 1
2.2研究现状 1
2.3国内外相关企业定价与促销策略的案例分析 1
3快消品定价策略研究 2
3.1定价策略的基本原理 2
3.2快消品的特点及定价策略分析 2
3.3定价策略的应用研究 3
4快消品促销策略研究 3
4.1促销策略的基本原理 3
4.2快消品的特点及促销策略分析 3
4.3促销策略的应用研究 4
5定价与促销策略相互作用研究 4
5.1定价策略对促销策略的影响 4
5.2促销策略对定价策略的影响 5
5.3定价与促销策略的交互作用研究 5
6案例分析 5
6.1某快消品企业的定价与促销策略实施情况 5
6.2基于案例的定价与促销策略优化方案设计 6
7结语 6
参考文献 8
致谢 9
本研究旨在探讨快消品企业在定价和促销方面的策略，以期提高其竞争力和盈利能力。除基本概述外，通过对某快消品企业的定价和促销策略进行分析，结合行业特点和市场需求，提出了优化方案，并在实践中获得了良好的效果。结论表明，如果快消品企业想要在市场中保持竞争力，就需要制定合理的定价和促销策略，并在市场竞争环境中不断调整优化。本研究提出的优化方案可以为快消品企业提供有益的参考，能够帮助其更好地适应市场需求和趋势。本研究的创新之处在于，通过对某快消品企业的实际案例进行分析和优化方案的设计，能够为类似的企业和行业提供有价值的经验和指导，同时也能够推动快消品企业在定价和促销方面的策略不断更新和完善。
关键词：快消品 、定价策略 、促销策略 、竞争力
Abstract
This study aims to explore the pricing and promotion strategies of fast-moving consumer goods (FMCG) companies in order to enhance their competitiveness and profitability. In addition to an introduction to the basic concept of FMCG, this study analyzes the pricing and promotion strategies of a chosen FMCG enterprise, and proposes optimization strategies based on industry characteristics and market demands. The results show that in order to maintain competitiveness in the market, FMCG companies need to continuously adjust and optimize their pricing and promotion strategies in response to market competition. The optimization strategies proposed in this study provide valuable references to FMCG companies, helping them better adapt to market needs and trends. The innovation of this study lies in the analysis of a real case of an FMCG enterprise, and the design of optimization strategies based on the case, which can provide valuable experience and guidance for similar enterprises and industries, and promote the continuous updating and improvement of pricing and promotion strategies in FMCG companies.
Keyword: FMCG、Pricing strategy、Promotion strategy、Competitiveness
目 录
1引言 1
2文献综述 1
2.1快消品定价与促销的定义 1
2.2研究现状 1
2.3国内外相关企业定价与促销策略的案例分析 1
3快消品定价策略研究 2
3.1定价策略的基本原理 2
3.2快消品的特点及定价策略分析 2
3.3定价策略的应用研究 3
4快消品促销策略研究 3
4.1促销策略的基本原理 3
4.2快消品的特点及促销策略分析 3
4.3促销策略的应用研究 4
5定价与促销策略相互作用研究 4
5.1定价策略对促销策略的影响 4
5.2促销策略对定价策略的影响 5
5.3定价与促销策略的交互作用研究 5
6案例分析 5
6.1某快消品企业的定价与促销策略实施情况 5
6.2基于案例的定价与促销策略优化方案设计 6
7结语 6
参考文献 8
致谢 9
