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  本文關(guān)鍵詞： 市場營銷 本土化 分銷渠道　出處：《遼寧大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著改革開放，市場國際化程度的不斷加深，我國飲料市場自打開開放的大門以來，不僅迎來了越來越多的外國品牌的進(jìn)駐，也為我國本土飲料品牌走出國門，參與國際化競爭提供了良好的機遇�；谶@種“引進(jìn)來，走出去”的發(fā)展態(tài)勢，我國的飲料市場在外國投資者紛紛投資的局勢下，面臨著更加復(fù)雜多變的市場競爭環(huán)境。其中，在中國取得最大成績的要數(shù)世界飲料行業(yè)霸主的可口可樂公司。自其進(jìn)入中國市場以來，憑借其不斷積累塑造形成的品牌效應(yīng)，雄厚的資金基礎(chǔ)和高超的市場營銷手段，在中國幾乎占據(jù)了可樂市場近5成的比重。因此，從可口可樂公司如此成功的經(jīng)驗當(dāng)中，我們可以通過借鑒其先進(jìn)的營銷理念和成功的實踐經(jīng)驗，共同為我國企業(yè)提供參考。 本文共分為六章。第一章的緒論簡單介紹了本文的研究背景和研究意義。其主要內(nèi)容有，自改革開放以來，隨著我國消費者的消費水平不斷提高，消費習(xí)慣的不斷轉(zhuǎn)變，飲料行業(yè)在這期間不斷發(fā)展壯大。當(dāng)然，隨之而來的還有來自國際市場的機遇和外商品牌進(jìn)駐的競爭壓力。在第二章當(dāng)中，本文簡單介紹了可口可樂在中國的發(fā)展情況。主要包括可口可樂在中國的發(fā)展歷程，敘述了其自1979年回歸中國市場以來不斷擴張的市場版圖，在中國市場取得的成績以及它對中國市場及消費者產(chǎn)生的影響。第三章是分析了可口可樂在中國市場的市場營銷環(huán)境分，分別敘述了可口可樂在中國市場的宏觀營銷環(huán)境和微觀營銷環(huán)境；第四章是本文的重點，在這一章當(dāng)中本文詳細(xì)地分析了可口可樂在中國具體的營銷策略�？偟膩碚f分為統(tǒng)一品牌標(biāo)識策略，，產(chǎn)品線延伸策略，不斷翻新的包裝策略，分銷渠道策略；第五章是講可口可樂在中國營銷策略的實施中遇到的問題。主要包括特許裝瓶系統(tǒng)利益不一致，現(xiàn)代渠道快速成長帶來的問題，合作伙伴和批發(fā)商積極性和效率不高，渠道服務(wù)團隊的人員管理及效率問題；第六章是對策以及啟示，分析了針對上述問題的營銷對策以及其營銷策略，旨在讓本土企業(yè)能從中得到受到啟發(fā)，獲得受益。
[Abstract]:With the reform and opening up and the deepening of the internationalization of the market, the beverage market of our country has not only ushered in more and more foreign brands since it opened the door to the outside world, but also went abroad for our local beverage brands. Participation in international competition provides a good opportunity. Based on the development situation of "bringing in, going out", the beverage market of our country is invested by foreign investors in succession. Facing a more complex and changeable market competition environment, among them, the biggest achievement in China is the world beverage industry dominant Coca-Cola Company. Since its entry into the Chinese market. With its continuous accumulation and shaping of the brand effect, a strong financial base and superb marketing means, in China has almost occupied nearly 50% of the proportion of the cola market. From the successful experience of Coca-Cola Company, we can draw lessons from its advanced marketing concept and successful practical experience to provide reference for our country's enterprises. This paper is divided into six chapters. The introduction of the first chapter briefly introduces the research background and significance of this paper. With the changing consumption habits, the beverage industry has been growing and growing during this period. Of course, there are also the opportunities from the international market and the competitive pressure of foreign brands. In Chapter 2. This paper briefly introduces the development of Coca Cola in China, mainly includes the development of Coca-Cola in China, and describes its expanding market territory since its return to the Chinese market in 1979. The third chapter analyzes the marketing environment of Coca-Cola in China. The macro marketing environment and micro marketing environment of Coca Cola in Chinese market are described respectively. Chapter 4th is the focus of this paper. In this chapter, this paper analyzes the specific marketing strategy of Coca-Cola in China in detail. In general, it is divided into unified brand identification strategy, product line extension strategy. New packaging strategy, distribution channel strategy; Chapter 5th is about the problems encountered in the implementation of Coca-Cola 's marketing strategy in China. It mainly includes the problems caused by the inconsistent benefits of the franchise bottling system and the rapid growth of modern channels. Cooperation partner and wholesaler enthusiasm and efficiency are not high, channel service team personnel management and efficiency issues; Chapter 6th is the countermeasures and enlightenment. It analyzes the marketing countermeasures and their marketing strategies in order to make local enterprises get inspiration and benefit from them.
【學(xué)位授予單位】：遼寧大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F274;F416.82

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本文編號：1451552