摘要

云南土特产业是近几年才开始迅猛发展的新型产业，它的成长为云南的经济、文化和社会的发展提供了新的亮点，这都得益于云南特殊的自然条件、民族文化资源和旅游资源的独特性，为发展和创新地方土特产品提供了有利条件。

　　　面对越来越激烈的商业竞争，营销策略已经成为决定企业能否在商战中胜出的战略性资源。产品、价格、营销渠道、促销是市场营销4Ps的四个要素，对企业的营销决策起着关键性的作用。

　　　牟定乳腐在发展过程中呈现生产规模小，品种单一；缺乏资金，投入不足；销售渠道不畅，市场开发力度不够；缺乏科技与文化支撑等现状。针对牟定乳腐营销存在产品、价格、营销渠道、促销等问题，4Ps营销策略即将成为牟定乳腐进入并占领市场的最佳方法。

　　　本文首先从云南土特产以及牟定乳腐的营销现状入手，然后分析了4Ps营销组合理论的特点及其相关研究；然后在此框架下，从产品策略、渠道策略、价格策略和促销策略四个方面对牟定乳腐的营销策略进行分析；最后，结合牟定乳腐营销现状，提出有利于牟定乳腐营销的可行性建议，为牟定乳腐营销提供策略指导。本文所运用的理论都来自于前人的验证，本文所运用的数据都来自于作者的第一手的资料收集，通过搜集、整理、对比分析，得出结论，为本文提供了有力的理论参考和数据参照。

关键词：牟定乳腐；产品策略；价格策略；促销策略；渠道策略

ABSTRACT

In recently years, the local special products is a new industry which increasing fastly in Yunnan province. Ihe developments bring a lot of opportunities for local economic,development of local culture and society. All of this are benefited from the particularity of the special natural conditions, national culture and tourism resources. Its provides a favorable conditions for the development and innovation of local special products .

    In the face of increasingly fierce business competition, the marketing strategy has become the decisive strategic resources for markets competition enterprise can win in the business competition. Product, price, sale channels and promotion are the four elements of 4Ps in marketing,and the four elements play a key role on the enterprises' marketing strategy.

    In Mouding county, the developing process of bean curd industry reveals the problems on small scale of production, sameness of product, insufficient investment, influent sale channel and shortage of funds, marketing development,technology and cultural support. According to marketing problems appeared in products, price ,sale channels, promotions and so on, the 4Ps marketing strategy will become the best method  for  Mouding's  bean curd to enter and occupy the market.

    The thesis frist written from the current marketing situation,and then analyzes the characteristics of the theory and the related research on 4 Ps' marketing mix .Next according to the framework of both of them, the thesis deeply analyzes the marketing strategy on Mouding's bean curd industry from product strategy, channel strategy, price strategy and sales promotion strategy of the four aspects.Finally,based on the current marketing situations, the thesis puts forward feasible suggestions and provides strategic guidance on Mouding's bean curd marketing.These theories that I have used in the thesis come from the validation of predecessors ,and the data that I have used in the thesis is from the author's first-hand data collection, and the conclusion in it comes from the collecting, collating and comparative analysis, which provides a strong theoretical reference and data reference for this theory.

Key Words：Bean Curd of Mouding ；Product Strategy；Price Strategy；promotion Strategy；channel Strategy