本文選題：汽水飲料 + 市場分析　； 參考：《大連理工大學》2015年碩士論文

【摘要】：在經濟增速放緩而競爭日趨激烈的新中國消費品市場,品牌僅僅憑借所在品類的強勁增長而快速成長的日子已經一去不復返了,想要獲得品牌的持續(xù)發(fā)展,必須倚重有效的營銷策略來提升自身的市場份額。可口可樂飲料有限公司一直處于行業(yè)里的領導地位,但隨著消費者的需求變化、銷售渠道的不斷發(fā)展、競爭品牌的成長壯大,新的競爭品牌不斷進入,可口可樂也面臨巨大的壓力�？煽诳蓸�(湖北)飲料有限公司在近幾年中,銷量增長速度變緩,從2013年開始甚至出現(xiàn)下滑。如何面對挑戰(zhàn),重新實現(xiàn)快速增長,這對公司的管理層提出更高的要求,公司必須在困難中發(fā)現(xiàn)機會,不斷尋找新的增長點,來實現(xiàn)銷售和利潤的增長。本文首先對飲料行業(yè)環(huán)境進行了分析,通過消費者需求變化、渠道現(xiàn)狀及競品情況分析了外部環(huán)境,通過品牌價值、產品結構、研發(fā)能力、銷售網絡等方面分析了內部因素,從而得出公司面臨的問題和發(fā)展機會。通過SWOT分析法對內外部環(huán)境進行分析,由外而內明確公司所面臨的機會和威脅,發(fā)現(xiàn)公司的優(yōu)勢和劣勢,并進行綜合分析。在目標市場定位和決策方面,運用了市場定位理論,結合前面所得出的結論,按照市場細分、目標市場選擇、市場定位三個步驟,制定了新品上市的市場定位和營銷策略。在此基礎上,依據(jù)公司自身資源,通過產品策略、價格策略、渠道策略、促銷策略制定出符合市場需求的綜合策略,并對營銷策略的順利實施所需的服務和保障進行了說明。
[Abstract]:In the new Chinese consumer goods market, where economic growth is slowing and competition is increasing day by day, the days when brands have grown rapidly only on the basis of strong growth in their respective categories have gone by and gone. They want to achieve sustainable development of the brand. We must rely on effective marketing strategies to increase their market share. Coca-Cola Beverage Co., Ltd. has been in a leading position in the industry, but with the changes in consumer demand, the continuous development of sales channels, the growth and growth of competitive brands, new competitive brands continue to enter. Coke is also under great pressure. Coca-Cola (Hubei) Beverage Co., Ltd. has seen sales growth slow in recent years and even decline since 2013. How to face the challenge and achieve rapid growth again, which puts forward higher requirements to the management of the company, companies must find opportunities in the difficulties, constantly looking for new growth points to achieve sales and profit growth. This paper first analyzes the beverage industry environment, analyzes the external environment through the changes of consumer demand, the current situation of channels and competitive products, and analyzes the internal factors through brand value, product structure, R & D capability, sales network, etc. Thus, the problems and development opportunities faced by the company are drawn. Through the analysis of the internal and external environment by SWOT analysis, the opportunities and threats faced by the company are identified from the outside, the strengths and weaknesses of the company are found, and the comprehensive analysis is carried out. In the aspect of target market positioning and decision making, the market positioning and marketing strategy of new products are formulated according to the three steps of market segmentation, target market selection and market positioning. On this basis, according to the company's own resources, through the product strategy, price strategy, channel strategy, promotion strategy to formulate a comprehensive strategy in line with the market demand, and the smooth implementation of the marketing strategy required by the service and security were explained.
【學位授予單位】：大連理工大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F416.82;F274

【參考文獻】

中國期刊全文數(shù)據(jù)庫 前1條

1 劉研,仇向洋;顧客價值理論綜述[J];現(xiàn)代管理科學;2005年05期

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本文編號：1795795