本文選題：可口可樂 + 瓶裝水��； 參考：《廣西大學》2017年碩士論文

【摘要】：自20世紀90年代中期以來,隨著人民生活水平的提高,我國瓶裝水行業(yè)得到了快速的發(fā)展,眾多國內外企業(yè)進入到瓶裝水市場,導致競爭異常的激烈。大多數(shù)企業(yè)依然缺乏創(chuàng)新意識,沒能系統(tǒng)運用營銷理論知識指導企業(yè)瓶裝水營銷的實踐。本文通過對瓶裝水行業(yè)的總結以及典型營銷策略的探析,希望能夠尋找出行業(yè)發(fā)展的軌跡,為廣西可口可樂公司瓶裝水業(yè)務的發(fā)展提供有建設性的改進建議,同時也希望給相關企業(yè)提供一定的參考。作為本文研究對象的廣西可口可樂公司,自1993年成立以來,經(jīng)歷了 20多年的發(fā)展,雖然在飲料市場中的汽水和果汁的業(yè)務早已取得了領導者的地位,但瓶裝水業(yè)務卻一直未能突破現(xiàn)有困局,因此實現(xiàn)營銷策略的創(chuàng)新將成為當務之急。本文綜合運用了市場營銷、戰(zhàn)略管理、企業(yè)環(huán)境分析、人力資源等方面的理論知識,立足于企業(yè)現(xiàn)狀,通過對目前國內及廣西瓶裝水行業(yè)現(xiàn)狀的分析,主要瓶裝水企業(yè)營銷策略的闡述,以及廣西可口可樂公司營銷現(xiàn)狀的分析研究,找出廣西可口可樂公司瓶裝水營銷存在的問題和外部機遇,并在此基礎上提出廣西可口可樂公司瓶裝水營銷策略的改進建議和實施保障。旨在通過對個案的研究為國內瓶裝水企業(yè)營銷提供一定的借鑒。
[Abstract]:Since the mid-1990s, with the improvement of people's living standards, the bottled water industry in China has been developing rapidly. Many domestic and foreign enterprises have entered the bottled water market, resulting in the fierce competition. Most enterprises still lack innovation consciousness and fail to use marketing theory to guide the practice of bottled water marketing. Through the summary of bottled water industry and the analysis of typical marketing strategies, this paper hopes to find out the track of the development of the industry, and to provide constructive suggestions for the development of bottled water business in the Coca Cola Company of Guangxi. At the same time, I also hope to provide some reference for related enterprises. Guangxi Coca Cola Company, as the object of this paper, has been developed for more than 20 years since its establishment in 1993, although the soda and juice business in the beverage market has already gained a leading position. But the bottled water business has been unable to break through the existing difficulties, so the innovation of marketing strategy will become a top priority. This paper makes comprehensive use of the theoretical knowledge of marketing, strategic management, enterprise environment analysis, human resources and so on, based on the current situation of the enterprise, through the analysis of the current situation of domestic and Guangxi bottled water industry. This paper expounds the marketing strategy of the main bottled water enterprises and analyzes the present marketing situation of the Coca Cola Company in Guangxi, and finds out the problems and external opportunities in the bottled water marketing of the Coca Cola Company in Guangxi. On this basis, the paper puts forward the suggestion and implementation guarantee of the bottled water marketing strategy of Guangxi Coca-Cola Company. The purpose of this paper is to provide some reference for domestic bottled water enterprise marketing through case study.
【學位授予單位】：廣西大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F274;F426.82

【參考文獻】

相關期刊論文 前10條

1 王翠竹;;包裝飲用水新國標,讓水喝的明明白白[J];食品安全導刊;2016年09期

2 任聰;;快消品終端促銷策略研究[J];商場現(xiàn)代化;2016年01期

3 劉虹橋;;中國瓶裝水,主要產(chǎn)自哪里?[J];環(huán)境經(jīng)濟;2015年Z9期

4 劉虹橋;;中國瓶裝水何去何從?[J];環(huán)境經(jīng)濟;2015年Z9期

5 周鴻宇;;淺析娃哈哈礦泉水的市場營銷策略[J];內江科技;2015年03期

6 嚴海寧;程玉桂;;基于互聯(lián)網(wǎng)和創(chuàng)新產(chǎn)品的“4H”營銷組合研究[J];商業(yè)研究;2015年03期

7 毓鑫;肖藝;;探討現(xiàn)代包裝設計與消費心理的關系[J];現(xiàn)代裝飾(理論);2014年12期

8 黃秋塵;;瓶裝水品牌利用廣告語進行差異化定位的策略[J];湖南大眾傳媒職業(yè)技術學院學報;2014年04期

9 王浩;;基于4Ps理論的國內高端水營銷策略研究[J];商場現(xiàn)代化;2014年06期

10 尤妙增;;淺談企業(yè)產(chǎn)品的定價方法與策略[J];行政事業(yè)資產(chǎn)與財務;2012年06期

，

本文編號：1785265