康師傅飲料業(yè)務營銷策略研究
發(fā)布時間：2018-12-14 08:23
【摘要】： 隨著以“產(chǎn)品為中心”的營銷觀念向“以顧客為中心”的營銷觀念的轉變,企業(yè)營銷工作的重點不再是為產(chǎn)品找到合適的顧客,而是為顧客設計合適的產(chǎn)品,這為企業(yè)的營銷工作提出了新的挑戰(zhàn)。同時,由于飲料行業(yè)進入壁壘較低,生產(chǎn)廠家越來越多,產(chǎn)品同質化越來越強,市場競爭越來越激烈。因此,正確的經(jīng)營理念,得當?shù)臓I銷戰(zhàn)略與策略就顯得愈加重要�？祹煾悼毓捎邢薰驹陲嬃鲜袌鼍哂休^為突出的表現(xiàn),總結其營銷經(jīng)驗,對其它相關企業(yè)有著重要的借鑒意義。 本論文從“目標營銷”、“定位”和“策略”三個層面,對康師傅飲料業(yè)務的營銷策略進行系統(tǒng)總結、分析,認為康師傅飲料之所以取得國內(nèi)飲料行業(yè)領導品牌的地位,首先得力于其堅持目標營銷的經(jīng)營理念,在有效細分市場基礎上確立合適的目標市場,進而將品牌的特性與目標消費者的目標相結合,對每一款產(chǎn)品進行準確的品牌定位。在其指導下,制定并實施有效的策略手段,堅持“尊重、參加、生活、健康”的產(chǎn)品研發(fā)方針,適時推出針對目標消費者的、高品質的產(chǎn)品;借助強勢媒體,運用以廣告為主的整合營銷傳播策略,使產(chǎn)品迅速在消費者心中占據(jù)獨特的位置;最重要的是,康師傅飲料實行“渠道精耕”策略,在核心城區(qū)進行業(yè)務精耕,壓縮渠道層級,減少銷售環(huán)節(jié),縮短銷售周期,直接滲透到渠道中間,并與經(jīng)銷商結成戰(zhàn)略聯(lián)盟,共同面對競爭,從而取得終端致勝的營銷目標。 康師傅飲料業(yè)務營銷經(jīng)驗對相關企業(yè)的啟示在于:營銷需要目標營銷、定位和策略等三個層面的有機結合,“目標營銷”是企業(yè)營銷的根本理念,為品牌定位確定基本方向,奠定堅實的基礎;“定位”是關鍵,建立與競爭對手相區(qū)別的優(yōu)勢;“策略”是實現(xiàn)營銷目標的基本手段和保障;同時,針對具體企業(yè),由于不同企業(yè)面臨的環(huán)境和自身狀況不同,營銷策略的側重點要根據(jù)實際情況進行調整。
[Abstract]:With the change from "product-centered" marketing concept to "customer-centered" marketing concept, the focus of enterprise marketing is no longer to find the right customer for the product, but to design the right product for the customer. This for the enterprise's marketing work put forward a new challenge. At the same time, due to the low barriers to entry of beverage industry, more and more manufacturers, product homogenization, market competition is becoming more and more fierce. Therefore, the correct management idea, the proper marketing strategy and strategy appears to be more and more important. Kang Shifu Holdings Co., Ltd. has outstanding performance in beverage market. Summarizing its marketing experience is of great significance to other related enterprises. This paper systematically summarizes and analyzes the marketing strategies of the beverage business from the three levels of "target marketing", "positioning" and "strategy", and points out that the reason why Kang Shifu drinks has gained the leading brand status in the domestic beverage industry. First of all, by adhering to the management concept of target marketing, we can establish a suitable target market on the basis of effective market segmentation, and then combine the characteristics of the brand with the target consumer's goal, and make an accurate brand positioning for each product. Under its guidance, formulate and implement effective strategic means, adhere to the "respect, participation, life, health" product research and development policy, timely introduction of targeted consumers, high-quality products; With the help of the powerful media and the integrated marketing and communication strategy based on advertising, the products can quickly occupy a unique position in the minds of consumers; The most important thing is that the "channel fine ploughing" strategy has been adopted by Kang Shifu Beverage, in the core urban areas, to carry out business fine tillage, to reduce channel levels, to reduce sales links, to shorten sales cycles, to penetrate directly into the middle of the channels, and to form strategic alliances with dealers. Face the competition together, thus obtain the marketing target that the terminal wins. The enlightenment of Kang Shifu's beverage marketing experience to the related enterprises lies in: marketing needs the organic combination of target marketing, positioning and strategy, "target marketing" is the fundamental concept of enterprise marketing, and the basic direction for brand positioning is determined. Lay a solid foundation; "position" is the key to establish the advantage of differentiating from the competitors, and "strategy" is the basic means and guarantee to achieve the marketing goal. At the same time, the emphasis of marketing strategy should be adjusted according to the actual situation because different enterprises are faced with different environments and their own conditions.
【學位授予單位】：中國海洋大學
【學位級別】：碩士
【學位授予年份】：2009
【分類號】：F274;F426.82
本文編號：2378281
[Abstract]:With the change from "product-centered" marketing concept to "customer-centered" marketing concept, the focus of enterprise marketing is no longer to find the right customer for the product, but to design the right product for the customer. This for the enterprise's marketing work put forward a new challenge. At the same time, due to the low barriers to entry of beverage industry, more and more manufacturers, product homogenization, market competition is becoming more and more fierce. Therefore, the correct management idea, the proper marketing strategy and strategy appears to be more and more important. Kang Shifu Holdings Co., Ltd. has outstanding performance in beverage market. Summarizing its marketing experience is of great significance to other related enterprises. This paper systematically summarizes and analyzes the marketing strategies of the beverage business from the three levels of "target marketing", "positioning" and "strategy", and points out that the reason why Kang Shifu drinks has gained the leading brand status in the domestic beverage industry. First of all, by adhering to the management concept of target marketing, we can establish a suitable target market on the basis of effective market segmentation, and then combine the characteristics of the brand with the target consumer's goal, and make an accurate brand positioning for each product. Under its guidance, formulate and implement effective strategic means, adhere to the "respect, participation, life, health" product research and development policy, timely introduction of targeted consumers, high-quality products; With the help of the powerful media and the integrated marketing and communication strategy based on advertising, the products can quickly occupy a unique position in the minds of consumers; The most important thing is that the "channel fine ploughing" strategy has been adopted by Kang Shifu Beverage, in the core urban areas, to carry out business fine tillage, to reduce channel levels, to reduce sales links, to shorten sales cycles, to penetrate directly into the middle of the channels, and to form strategic alliances with dealers. Face the competition together, thus obtain the marketing target that the terminal wins. The enlightenment of Kang Shifu's beverage marketing experience to the related enterprises lies in: marketing needs the organic combination of target marketing, positioning and strategy, "target marketing" is the fundamental concept of enterprise marketing, and the basic direction for brand positioning is determined. Lay a solid foundation; "position" is the key to establish the advantage of differentiating from the competitors, and "strategy" is the basic means and guarantee to achieve the marketing goal. At the same time, the emphasis of marketing strategy should be adjusted according to the actual situation because different enterprises are faced with different environments and their own conditions.
【學位授予單位】：中國海洋大學
【學位級別】：碩士
【學位授予年份】：2009
【分類號】：F274;F426.82
【引證文獻】
相關博士學位論文 前1條
1 陳蘇;頂新集團（康師傅）企業(yè)史研究[D];南京大學;2011年
相關碩士學位論文 前2條
1 張金花;時空視角的瓶裝水市場競爭研究[D];北京交通大學;2011年
2 溫敏惠;泰國工藝品昆明市場的營銷策略研究[D];昆明理工大學;2012年
，本文編號：2378281
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