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1、首都经济贸易大学硕士学位论文中粮屯河番茄汁饮料营销战略分析AbstractThispaperwasconductedsomeresearchabouttomatodrinkofCOFCOxinjiangtunheco.,ltdintheareaofmarketstrategy.Firstly,thispaperreviewedthedocumentsabouttheenterprisestrategetictheoryandmarkettheory,providingthetheoreticalbasisforenterpriseresourceinvestmentanddir
2、ectingthelong-termdevelopment.Thispaperanalyzedandsummarizedtheup-to-datedrinkindustryinformation,combiningwithcompetitionpatternandmarketingpropertiesofdomesticdrinkindustry,andthenconcludedthatChinesefunctionaldrinkmarketisgettingintoexpansionstage,andmarketpotentialcapacityisbig,andcompet
3、itionpatternisdramaticallychanging.Secondly,thispaperanalyzedthecurrentmarketoffunctionaltomatodrinkproducedbyCOFCOxinjiangtunheco.,ltd.andfurthermadeadetailedSWOTanalysis.Basingonthecurrentcompetitionanalysis,consideringthefive-ten-yearprogramforthedevelopmentofCOFCOxinjiangtunheco.,ltd,com
4、biningwithcurrentmarketingrequirements,determinedthestrategyofthejuicetotriggerdomesticmarket,thispaperincludedmarketinvestigation,marketsegmentation,marketchoosing,marketpositioningandtargeting,andprovidingspecificproductmarketingstrategy,whichincluded4Psmarketingmixconcentratingonthemarket
5、.Finally,thispapergaveimprovedadviceaboutcurrentadministrationsystemandconsumeradministrationsystem.Basingontheimprovementofinternalcollaboratingadministrationplatform,COFCOxinjiangtunheco.,ltddecreasedtherelativedisadvantagesaboutstate-ownedenterpriseversusprivatecompany,whichadoptedsomecon
6、trollingguaranteemeasuressuchasadjustingthesalarystructureofitsemployees,reformingmanagementsystemofexamination,andincreasingcontrolcriticalpoints.Duringthemarketing,weinsistedoncreatingvalueforconsumers,creatingchancesforstaffs,creatingefficiencyforsocietyandforCOFCOxinjiangtunhe.Becausethe
7、marketcompetitionisintensedaybydayandthesamequalificationofproductsisontherise,theservicemarketingbecamethekeypointforsuccess.Thispaperisarealcase,combiningwithspecificsituationofdomesticdrinkmarket,basingontheanalysisandhecklingofenterprisestrateg
