超港食品有限公司进入上海市场营销策略研究
Research on the Marketing Strategy of Chaogang Food Co., Ltd. Entering Shanghai

本文以超港食品有限公司为研究对象，为其进入上海市场制定营销策略，首先进行环境分析，应用PEST分析法，随后总结营销的情况和问题。通过波特五力分析，指出企业进入上海市场的优劣势。进行SWOT分析，了解自身优势和劣势，把握企业机遇，针对来自于企业的威胁要树立正确的心态。通过STP分析，为了更好地选择目标市场而将市场进行了细分，然后再对市场进行定位，并结合企业营销实际情况，制定出适合超港食品有限公司在上海的营销策略。通过此篇论文的研究分析，期望可以为超港食品有限公司进入上海市场提供有效营销策略，同时为其他休闲食品行业制定营销策略提供有力参考。
This paper takes Chaogang Food Co., Ltd. as the research object and formulates a marketing strategy for its entry into the Shanghai market. First, an environmental analysis is conducted, the PEST analysis method is applied, and then the marketing situation and problems are summarized. Through Porter’s Five Forces Analysis, the advantages and disadvantages of the company entering the Shanghai market are pointed out. A SWOT analysis is conducted to understand your own strengths and weaknesses, grasp the company’s opportunities, and establish a correct mentality against threats from the company. Through STP analysis, the market is segmented in order to better select the target market, and then the market is positioned, and combined with the actual marketing situation of the company, a marketing strategy suitable for Chaogang Food Co., Ltd. in Shanghai is formulated. Through the research and analysis of this paper, it is expected to provide an effective marketing strategy for Chaogang Food Co., Ltd. to enter the Shanghai market, and at the same time provide a strong reference for the formulation of marketing strategies for other snack food industries.