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SW0T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.Withits product quality and good reputation,it has been loved by the majority ofconsumers as soon as it entered the Fujian region,and it is a leader in the Fujian petfood market.However,in recent years,as more and more enterprises of the same typeentered the Fujian region,the market share of Royal Pet Food Company graduallybecame smaller.Therefore,with the help of the PEST analysis method,SWOTanalysis method and 4P combination strategy analysis,this paper found that the RoyalPet Food Company has problems such as over-single product,inadequate priceadvantage,insufficient channel construction,and fewer promotion methods.Inresponse to these issues,we proposed:product extension;appropriate price reductionfor mid-end products;improvement of existing channels and development of newchannels;strategies for improving promotional methods and increasingcommunication 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21.3研究现状21.3.1国外研究现状21.3.2国内研究现状....31.4研究内容.…42皇家宠物食品的现状分析2.1皇家宠物食品公司企业概况42.2皇家宠物食品公司产品概况42.2.1猫主粮（干粮）42.2.2犬主粮（干粮）562.2.4零食63皇家宠物食品公司的市场营销环境分析63.1皇家宠物食品公司PEST分析...63.1.1政治环境3.1.2经济环境73.1.3社会环境83.1.4技术环境83.2皇家宠物食品公司SW0T分析103.2.1优势10103.2.3机会113.2.4威胁.114皇家宠物食品公司4P中的优点分析111112