乳制品营销策略相关文献综述

Literature Review on Marketing Strategies of Dairy Products

通过对国内外乳制品营销策略相关的文献进行了梳理和归纳,从产品、价格、渠道、促销、网络营销以及其他方面进行归纳总结。可以看到,国内外文献大多选择了案例研究、实证分析,多数结合当前世界发展趋势、营销趋势进行讨论,充分考虑到了全球化、网络化、关系、跨位、绿色营销等因素。从国内外文献研究的成果来看,乳制品营销策略强调以消费者为中心、更加关注消费者的心理、行为、习惯等因素,通过对文献的整理归纳,为未来的研究提供了理论依据、参考借鉴、方向指引。

Relative studies on the marketing strategies of dairy products are reviewed and summarized concerning product, price, channel, sales promotion, online marketing among other aspects. It is found that studies at home and abroad all adopt case study and empirical analysis. The world development trend and marketing trend are integrated in most of the analysis with a full consideration of globalization, digitalization, relationship marketing, promoting, and green marketing. Marketing strategies of dairy products in these researches focus on consumers, especially on the mentality, behavior and habit. The review provides theoretical foundation, reference and guidance for future studies.