本文選題：市場營銷　切入點：市場細分　出處：《華僑大學》2013年碩士論文

【摘要】：中國經(jīng)濟的日益發(fā)展，，帶來了市場的繁榮，也豐富了人們的生活。飲料業(yè)因其進入門檻低，市場需求量大，成為市場發(fā)展較快、競爭程度較高的行業(yè)。如何在激烈的市場競爭中找準市場定位、明確企業(yè)競爭優(yōu)勢，并制定對應(yīng)的營銷策略，是當今國內(nèi)飲料行業(yè)都應(yīng)該重視的重要課題。 本文將以廈門H飲料公司的營銷策略作為研究對象，首先對市場營銷理論、STP理論、營銷組合等理論進行相關(guān)理論介紹，為營銷環(huán)境分析、營銷策略的制定提供了理論基礎(chǔ)。其次，對廈門H飲料公司的營銷現(xiàn)狀進行分析，主要就公司的基本情況、營銷存在問題等進行了詳細的闡述。然后，在對H公司宏觀環(huán)境、行業(yè)發(fā)展情況分析的基礎(chǔ)上，結(jié)合相關(guān)的市場調(diào)查和數(shù)據(jù)分析，并借助SWOT分析工具，指出公司面臨的機遇與挑戰(zhàn)。最后，基于以上各種分析結(jié)果，對H公司飲料產(chǎn)品作了市場細分和目標市場確定，制定了H公司的市場營銷策略，并提出了較詳盡的控制與保障措施。 在論文的寫作過程中，運用了相應(yīng)的圖表和數(shù)據(jù)分析工具，涉及了市場營銷組合、管理等相關(guān)學科知識，希望對H公司系列產(chǎn)品營銷策略的制定提供參考，同時也希望對于挖掘和豐富該行業(yè)的市場營銷理論具有一定的借鑒作用。
[Abstract]:The development of China's economy has brought prosperity to the market and enriched people's lives.Because of its low entry threshold and large market demand, the beverage industry has become a fast developing and competitive industry.How to find the correct market position in the fierce market competition, clear the competitive advantage of the enterprise, and formulate the corresponding marketing strategy, is an important subject that should be paid attention to in the domestic beverage industry nowadays.This paper will take the marketing strategy of Xiamen H Beverage Company as the research object. Firstly, it introduces the relevant theories of marketing theory such as STP theory and marketing combination theory, which provides a theoretical basis for the analysis of marketing environment and the formulation of marketing strategy.Secondly, the paper analyzes the marketing status of Xiamen H Beverage Company, mainly on the basic situation of the company, marketing problems and so on.Then, based on the analysis of H company's macro environment and industry development, combined with relevant market research and data analysis, and with the help of SWOT analysis tools, the paper points out the opportunities and challenges faced by the company.Finally, based on the above analysis results, the market segmentation and target market of beverage products of H Company are made, the marketing strategy of H Company is formulated, and detailed control and safeguard measures are put forward.In the process of writing the paper, we use the corresponding chart and data analysis tools, involving the marketing mix, management and other related disciplines, hoping to provide a reference for H Company series product marketing strategy formulation.At the same time, I hope it can be used for reference to excavate and enrich the marketing theory of this industry.
【學位授予單位】：華僑大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F426.82;F274

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相關(guān)期刊論文 前1條

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本文編號：1716569