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ID:32027581
大小:7.34 MB
页数:59页
时间:2019-01-30
《娃哈哈饮料潍坊市场营销策略研究》由会员上传分享,免费在线阅读,更多相关内容在教育资源-天天文库。
1、坊市场的市场营销策略,可以为饮料行业的其他企业营销策略的制订与实施提供参考依据。关键词:娃哈哈集团饮料营销环境市场营销策略THEMARKETINGSTRATEGYSTUDY0NDRINKSOFWrAHAHACOMPANYINWEIFANGABSTRACTWiththedevelopmentofeconomyandthecontinuousimprovementofpeople’Slivingstandard,people’8lifestyleandconsumptionlevelhavegreatlychanged·Bevera
2、geproduct,asafast-movingconsumergoodshasbecomeanimportantpartofthenecessitiesofhumanlifeandthedemandofithasalsograduallyincreased,whichtosomeextenthasleadtothedevelopmentofbeverageindustryinChina.Undertherapiddevelopmentandmaturityofbeverageindustry,themarketcompetit
3、ionisincreasinglyfierce.Howtomakeeffectivemarketingstrategyandexpandthemarketshareofenterpriseproductsbecomesaprimaryissueinmedevelopment~ofenterprises.WahahagroupWasfoundedin1987.After20yearsofdevelopment,itnowbecomesalarge.scalefoodandbeverageenterprisewiththeprodu
4、ctofninecategoriesaboutmorethan150varieties.Theyare:milkbeverage,carbonateddrinks,.teadrinks,bottledwater,juice,beverage,cannedfood,medicine,healthfood,leisurefoodandinfantmilkpowder.AsChina’Slargestbeverageenterprise,Wahahadevelopedrapidly,atthesametime,theenterpris
5、emarketingstrategyisalsofacingwithmanychallenges.ThispapermakesresearchofWeifangmarketoperationsofWahahadrinks.OnthebasisofmarketingtheoryandaccordingtotheactualsituationanddevelopmentofWahahadrinks,weusemarketingtheorysuchasSWOTandFiveForcesModelOfCompetitiontomakea
6、nalysisoftheinsideandoutsideenvironmentofWahahacompany.AlsoweputforwardthesuitablemarketingstrategyaswellastheimplementationsuggestionandoptimizationschemeofWahahadrinksonthebasisofproductstrategy,pricestrategy,channelstrategyandpromotionstrategy.ItCanalsoprovidether
7、eferenceandrevelationforWeifangmark.etingstrategyofWahahacompanyandothercompanies.Thispaperisdividedintosevenparts.Thefirstpartmainlyfocusontheresearchbackground,researchpurposeandresearchsignificanceaswellasresearchactualityandresearchideas;Thesecondpartelaboratesth
8、emarketingtheory,mainlyincluding4Psmarketingtheory,STPtheory,experiencemarketingtheory,networkmarketingtheorygreenmarketingtheory,e
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