摘要:随着珠三角经济的高速发展，人们生活节奏加快，人们不愿把时间花费在厨房里，常常以方便面代替传统的正餐食品。特别是白领和在校学生，他们对方便面的需求更为庞大，市场的需求使得近年方便面行业始终保持良好的增长势头。2007年中国方便面食品行业实现累计工业总产值977亿元；2008年1—10月，中国方便面食品行业实现累计工业总产值998亿元，比2007年同期增产31.45%。珠三角作为中国经济发展核心地区，方便面市场明显无比庞大。在巨大的商机面前，中国方便面企业纷纷涌入珠三角，包括康师傅、统一、日清食品、白象等一些大规模企业，他们将会在珠三角市场竞争中占据重要的地位。
关键词：日清食品， SWOT分析，营销策划，推广方案
Abstract:The pearl river delta with the high speed development of economy, people to speed up the pace of life, people don't want to spend time in the kitchen, often with instant noodles instead of traditional food for dinner. Especially white-collar workers and students' family, their demand for instant noodles is much larger, market demand makes the instant noodle industry in recent years is always maintained good momentum of growth. 2007, China's instant noodle food industry to achieve a total industrial output value of 97.7 billion yuan; January to October 2008, the Chinese instant noodle food industry realized a total industrial output value 99.8 billion yuan, an increase of 31.45% over the same period in 2007. Pearl River Delta as China's economic development in the core area of the instant noodle market is obviously the huge. In front of the huge business opportunities, China's instant noodle makers flocked to the Pearl River Delta, including Master Kong, unity, Nissin Food Products, a white elephant and other large-scale enterprise, they will occupy an important position in the market competition in the Pearl River Delta.
Key Words: Nissin，Marketing planning，SWOT analysis，Promotion plan
本次日清食品的营销策划浅析，通过对企业现状和整个方便面行业及珠三角地区方便面市场进行深入的分析，根据产品的SWOT分析，并且充分剖析了日清食品在珠三角市场的营销方案可行性，总结出日清食品在珠三角地区的长期发展策略。整个发展策略的探讨，对于日清食品在珠三角地区这个竞争激烈的市场以后的发展，在对抗康师傅、统一等大规模的企业起到重要的实际作用。日清食品通过分析企业本身和行业前景以及珠三角市场的营销环境，清楚的知道“合味道”在消费者市场的地位，更是制定了整套经过多方面剖析对比的包括产品策划、品牌策划、价格策划、销售渠道和推广策划。通过一系列的分析和策划，日清食品在珠三角市场的扩展安排有序合理，环环相扣，定能为企业在珠三角奠定良好的基础，树立清晰、完整的品牌形象，争取为企业带来最大效益。
