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1、天津农学院课程论文（2014-2015学年第二学期）期末作业题目：康师傅茶饮料市场的营销策划分析学生姓名黄凯文二级学院经济管理学院系别市场营销系专业班级2014级市场营销专业升本2班指导教师张健成绩评定pragmaticandeffective"twotolearna"widerangeofeducationalandheavytask,demanding,partyorganizationsatalllevelsintheautonomousregionafterthemeetingtogetuptospeedquickly,strengthenorganizationa
2、lleadership,educationontheimportantpositionoflearning,elaboratearrangements,strengthenaccountabilityandavoidlearningformofeducation.First,wemustimplementtheleadershipresponsibility.Partyorganizationsatalllevelsshouldeffectivelyassumethemainresponsibility,"two"educationasamajorpoliticaltask
3、,trulyunderstandinginplace天津农学院经管系课程论文成绩评定表教师评语：成绩评定：教师签字：年月日pragmaticandeffective"twotolearna"widerangeofeducationalandheavytask,demanding,partyorganizationsatalllevelsintheautonomousregionafterthemeetingtogetuptospeedquickly,strengthenorganizationalleadership,educationontheimportantposit
4、ionoflearning,elaboratearrangements,strengthenaccountabilityandavoidlearningformofeducation.First,wemustimplementtheleadershipresponsibility.Partyorganizationsatalllevelsshouldeffectivelyassumethemainresponsibility,"two"educationasamajorpoliticaltask,trulyunderstandinginplace摘要二十世纪九十年代以来，被
5、称为是“新时代饮料”的茶饮料以年增长17%的速度风靡世界。在我国，茶饮料一出现便在饮料业掀起一股新的浪潮，年销量几乎以200%的速度增加，市场份额跃居饮料市场的第三位，成为仅次于水和碳酸饮料的新型饮料。康师傅茶饮料在我国茶饮料市场上的市场份额一直稳居第一，其产品有着非常大的优势所在。因此，在现阶段研究康师傅茶饮料市场营销策略对应其他企业的成长以及康师傅自身不断完善有着明显的现实意义。本文首先介绍了我国茶饮料市场的发展现状，并进行了行业分析和SWOT分析。最后本文分析了康师傅茶饮料当前所存在的问题，希望能从中取长补短。本文主要采用了SWOT分析、波特五力法等市场营销理论进行分
6、析。本文可为从事茶饮料生产、营销的企业提供可供借鉴的一般性规律。关键词：茶饮料；康师傅；市场调研；营销策略目录pragmaticandeffective"twotolearna"widerangeofeducationalandheavytask,demanding,partyorganizationsatalllevelsintheautonomousregionafterthemeetingtogetuptospeedquickly,strengthenorganizationalleadership,educationontheimportantpositionofl
7、earning,elaboratearrangements,strengthenaccountabilityandavoidlearningformofeducation.First,wemustimplementtheleadershipresponsibility.Partyorganizationsatalllevelsshouldeffectivelyassumethemainresponsibility,"two"educationasamajorpoliticaltask,trulyunderstand
