摘要目前世界人均消费冰淇淋-美国-30kg，韩国-25kg，法国-23kg，澳大利亚-17kg，瑞典-16kg，中国-1.7kg.由此巨大的消费量差距可知，中国冰淇淋市场是巨大的。乐可可公司正因此观点，对中国冰淇淋市场进一步的开拓。——本文以饮食零售企业乐可可链锁冰淇淋为研究对象，应用当今国内外关于链锁，零售的理论及市场营销的理论进行研究。首先，对乐可可公司的市场营销的现状进行了探讨，包括发展现状及在本企业运用作中的情况等，并深入分析了乐可可公司冰淇淋市场的现状及存在问题。其次，在发现这些问题的基础上，对冰淇淋市场的营销环境进行分析，这些分析包括冰淇淋市场分析，竞争对手分析。最后在发现这些问题的基础上，再进一步地通过对公司的客户需求与竞争对手的分析，整合公司资源，提出能使公司冰淇淋市场适合区域市场环境和企业特点的营销策略。这些策略主要包括实行产品与服务定位、分销渠道与广告、客户管理，加强营销队伍的建设等方面。关键词：链锁冰淇淋；特许经营；营销策略AbstractTheworldpercapitaconsumptionoficecream-theUnitedStates30kg,SouthKorea-25kg,France,-23kg,Australia-17kg,Sweden,-16kg,Chinese-1.7kg.Thishugegapbetweentheconsumptionofknown.ThishugegapbetweentheknownconsumptionoftheChineseicecreammarketishuge.LeCococompaniesarethereforeviewstheChineseicecreammarkettodevelopfurther.Inthisartice,wemaketheRococoiceStore,oneofthechainicestoreenterprises,asourresearchobject.Basingonthedomesticandinternationaltheoriesofchainbusiness,retailbusinessandmarketing.First,TheRococomarketingcompanydiscussedthecurrentsituation,includingtheDevelopmentofanduseintheenterprisesuchasinthecase,andin-depthanalysisoftheRocococompany'sicecreammarketsituationandproblems.Secondly,thebasisofthesequestions,ontheicecreammarket,marketingenvironmentanalysis,theanalysisincludesicecreammarketanalysis,competitoranalysis.FinallyfoundthebasisofthesequestiononfurtherthroughtothecompanywithcustomerrequirementsandCompetitortheanalysis,integrationofcompanyresources,Makeicecreammarket,thecompanymadefortheregionalmarketconditionsandbusinesscharacteristicsofmarketingstrategy.Thesestrategiesincludetheimplementationofproductsandservices,positioning,distributionchannelsandadvertising,accountmanagement,strengthenthemarketingteam-building.Keywords:Chainoficecream;Franchise;MarketingStrategy目录摘要...........................................................................................................................IABSTRACT...........................................................................................................................II第一章绪论....................................................................................................11.1研究的背景与选题意义......................................................11.2文献综述....................................................................................................21.2.1有关特许链锁的理论......................................................21.2.2有关零售的理论.....................................................................31.2.3有关市场营销的理论......................................................41.3主要研究内容及研究方法..............................................61.3.1研究内容............................................................................................61.3.2研究方法............................................................................................6第二章乐可可公司的概括与市场营销现状82.1公司概况...............................................................
