洽洽食品股份有限公司产品组合研究
随着全球市场的逐渐形成，企业间的市场竞争越来越激烈。产品作为企业与市场的结合点，既是企业参与市场竞争的物质载体，也是组织市场营销的主要依托。市场竞争归根到底就是产品的竞争，市场竞争终究是要以产品为基础和保障的。产品是企业生存的根本，是企业利润的来源，因此，提供什么样的产品给市场、提供什么样的产品组合来应对市场的需求和竞争就变得非常关键。因此，对企业的产品组合进行分析研究十分必要。本文通过对中国炒货行业的领导者——洽洽食品股份有限公司的产品组合现状分析，找出了其在产品线、产品组合深度、宽度、关联度等方面存在的问题，并根据企业的发展现状从产品线中品牌的延伸、缩减产品组合、调整产品组合宽度、增加老产品附加值、准确进行产品项目定位等方面提出了具体的实施措施。希望通过这篇论文，能够对洽洽食品股份有限公司的产品组合决策起到一定的指导作用，也希望更多的企业关注产品组合，实现企业持久良性发展！
关键词：洽洽；产品组合；长度；深度；关联度；产品升级
Research on Qiaqia food Co., LTD product combination
Abstarct
With the global market gradually formed, the market between enterprises more and more competition. Products as enterprise and market ground, is both enterprise participates in the market competition of the substance of the carrier, is also the market marketing organization mainly rely on. In the final analysis, competition in the market is a product of the competition, market competition is ultimately to take the product as the foundation and guarantee. The product is the fundamental business survival, and is the source of enterprise profit, so, what kind of products to provide market, provide what kind of product mix to cope with the demand of the market and competition became very critical. Therefore, the enterprise's product portfolio analysis is necessary. This article through to the Chinese fry industry leader-qiaqia food Co., LTD. Portfolio of products present condition analysis, find out the product line, product combination depth, width, the problems of correlation degree, and the enterprise according to the current situation of the development of the product line from the extension of the brand product combination, reduction, the adjustment of product mix width, increase the added value of the products, accurate old product positioning project put forward concrete measures. Also hope that through this paper, capable of qiaqia food Co., LTD product portfolio decision some guidance to an, also hope that more enterprises pay attention to product combination, the realization enterprise lasting positive development!
Key Words:Qiaqia; Product combination; Length; Depth; Correlation degree; Product upgrades
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