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1、摘要摘要随着收入水平和消费能力的提高,人们对饮料的需求量也在快速的增长,我国饮料行业也得到迅速发展。然而进入饮料行业的壁垒相对较低,生产企业越来越多,产品同质化也越来越强,导致市场竞争程度更加激烈。因此,正确的企业营销策略就显得尤为重要。民族品牌娃哈哈从一个校办企业逐步发展成为我国规模最大、效益最好的饮料企业,其成功的营销策略发挥了重要的作用,其独创的“联销体”营销模式在业界被奉为经典。然而,伴随着消费特性的变化和现代营销渠道的革命,联销体作为娃哈哈核心竞争力的作用正在降低,这一营销模式需要根据市场经济的发展做出适当调整。本文以娃哈哈集团在赣州市场的饮料
2、业务为分析对象,结合笔者在娃哈哈集团多年的任职经验和赣州市办事处营销工作的实际情况,分析出娃哈哈在赣州市经营中存在的问题:联销体的运行效率过于依赖于宗庆后的个人力量;窜货现象时有发生;营销结构臃肿,导致娃哈哈对渠道终端的控制力度弱;品牌推广力度欠缺。对于这些问题,笔者在充分分析其根源的基础上,认为应在产品、品牌、组织及经销商管理方面的综合努力,促进营销渠道的扁平化和营销体系的制度化、规范化,以修正目前的联销体营销模式。具体建议包括:加快产品研发速度,推出多品种、高品质的产品抢占市场;设计合理稳定的价差体系;加强营销网络和队伍的建设,对不同的品牌实施差异化
3、营销策略;关键词:娃哈哈;联销体;SWOT分析;营销策略I··ABSTRACTABSTRACTWiththeimprovementofpeople'sincomelevelsandspendingpower,the
demandforbeverageisalsorapidgrowth,whichmakesChina'sbeverageindustry
developingrapidly.However,barrierstoenteringthebeverageindustryisrelatively
low,therearemoreandmoremanu
4、facturers,meanwhileproducthomogeneityis
gettingstronger,consequentlythemarketcompetitionbecomemoreandmoreintense.
Therefore,thecorrectmarketingstrategyisparticularlyimportant.Thenationalbrand
WahahagraduallydevelopsfromschoolrunenterpriseintoChina'slargestandmost
profitablebevera
5、gebusiness,itssuccessfulmarketingstrategyhasplayedan
importantrole.what’smore,itsoriginal“aggregatorsbody”modelintheindustryis
alsoregardedasaclassic.However,withtherevolutionofmodernmarketingchannels,jointbodycannot
becomethecorecompetitivenessofWahaha,anditneedstomakeappropriat
6、e
adjustmentsbasedonmarketeconomy.ThispaperbasedonWahahaGroupin
Ganzhoubeveragebusiness,combinedwithauthorofyearsofexperienceinWahaha
GroupandtheactualmarketingsalesworkinGanzhouOffice,analyzetheproblem
ofWahahaoperationsinGanzhou:Theoperatingefficiencyofjointbodyistoo
dependento
7、nZong'spersonalpower;Abnormalphenomenonoftenoccurs;Bloated
marketingstructure,resultinginthechannelterminalWahahacontrolisweak;Lack
ofbrandpromotionefforts.Fortheseproblems,onthebasisofthefullstudyonits
rootsthateffortsshouldbeintegratedintheproduct,brand,organizationanddealer
ma
8、nagement,promotemarketingchannelsbecomef