摘 要皇家宠物食品公司是一家在全球都享誉盛名的宠物食品企业，凭借着领先的技术工艺和良好的口碑一进入福建地区就受到广大消费者的喜爱，在福建宠物食品市场中居于领导者的地位。但近几年由于越来越多的同类型企业进军福建地区使得皇家宠物食品公司的市场份额逐渐变小。因此本文借助 PEST 分析法和 SWOT分析法以及 4P 组合策略分析发现皇家宠物食品公司存在着产品过于单一、价格优势不明显、渠道建设不足、促销方式较少等问题。针对这些问题对应地提出了：产品延伸；中端产品适当降价；现有渠道的完善和发展新渠道；改进促销方式以及增加与客户的沟通等策略。关键词： 宠物食品；市场分析；营销策略；皇家宠物食品AbstractRoyal Pet Food Company is a well-known pet food company in the world. With its product quality and good reputation, it has been loved by the majority of consumers as soon as it entered the Fujian region, and it is a leader in the Fujian pet food market. However, in recent years, as more and more enterprises of the same type entered the Fujian region, the market share of Royal Pet Food Company gradually became smaller. Therefore, with the help of the PEST analysis method, SWOT analysis method and 4P combination strategy analysis, this paper found that the Royal Pet Food Company has problems such as over-single product, inadequate price advantage, insufficient channel construction, and fewer promotion methods. In response to these issues, we proposed: product extension; appropriate price reduction for mid-end products; improvement of existing channels and development of new channels; strategies for improving promotional methods and increasing communication with customers. Key words: Pet Food; market analysis; marketing strategy;Royal Pet Food目 录1 引 言.........................................................11.1 研究背景........................................................11.2 研究意义.........................................
