承德露露市场营销创新研究

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1、英文摘要ABSTRACTChinesebeverageindustryisanewindustryafterthedevelopmentofreform．Undergoesmorethan30years’developmentandtheconformity，theChinesebeverageindustryunceasinglymatureandthedevelopment．Goodprospectaswellashighprofessionmarketabilitydegree，notonlycausesman

2、ydomesticenterprisestoenterthisdomaininabundance，butalsohasattractedsomeinternationaldrinkgiant’Sjoined．Chinesebeveragemanetwillofficiallyenterthe”WarringStatesPeriod"．Onehand，thebeveragegiantbeginstospeedupexpansion，andtheotherhand，agreoupofnewproductswithheal

3、thyconceptanduniqueagriculturalproductsasmaterialsemergencerapidly,suchastherarespeciesofginger(gingersea)asthemainrawmaterialofDalianwarmgingerflavoreddrinktotheworldJiaozuo，Henanoriginyamfourpregnantdrug-basedmaterials’'happilydrinking”seriesyamdrinks，Cangzho

4、u，HebeiJinsixiaozaothemainrawmaterialsof900dspiritofthejujube“11l【andthelotuscore，honeysuckle，lilyasthelawmaterialhasthefunctionofprotectingandcoolingthethroat，”SnowLotuscore”drinkandChinesebeverageindustrybecomesveryactivly．LOloaSawell-knownnationalbrandhowtof

5、indoutashiningpathinthisera，isthemarketingpeopleshouldtKIlkabout．Firstofall，theauthormentionesthetheoryofthefirm’Sstrategyandmarketingrelationalworkstoprovideatheoreticalbasisformarketanalysis，marketingstrategy．Meanwhile，becauseofworkingintheLolocompanyformanyy

6、ers，theauthorknowsthecompany’Sbasicconditionswellandcontrolsdetailedfirst-handinformationtoprovidethefacmalbasisforthispaper．Secondly,thispaperevaluatesChengdeLolo’SinternalandexternalenvironmentandindustryenvironmentbySWOTanalysisandPorter'sfiveforcesmodelanal

7、ysistosummarizeChengdeLolo’Scurrentlyopportunitiesandchallenges．Finally,theauthorbelievesthatmarketingtheoryistoenhancethecorevaluesofcorecompetitivenessofenterprises，andthecorporatemarketingstrategyshouldbedistinctive．Thispapercombinesthecoreofmodemmarketingth

8、eoryandthespecificcircumstancesofChengdeLolotomakeainnovativemarketingprograms，thatis(1)“4W”marketingmodel(2)the英文摘要implementationofbrandstrategyandculturegraftfusion(3)prod