本文選題：娃哈哈集團(tuán)　切入點(diǎn)：飲料　出處：《青島科技大學(xué)》2013年碩士論文

【摘要】：隨著經(jīng)濟(jì)的發(fā)展和人民生活水平的不斷提高,人們的生活方式和消費(fèi)水平都發(fā)生了極大的變化。飲料產(chǎn)品這種快速消費(fèi)品已成為城鄉(xiāng)居民生活必需品的重要組成部分,其需求量也逐漸增大,這在一定程度上帶動(dòng)了我國飲料行業(yè)的發(fā)展。在飲料行業(yè)快速發(fā)展和成熟的同時(shí),市場競爭也日益激烈,如何制定有效的市場營銷策略,擴(kuò)大企業(yè)產(chǎn)品的市場份額成為企業(yè)發(fā)展的首要問題。 娃哈哈集團(tuán)始建于1987年,經(jīng)過20幾年的發(fā)展,現(xiàn)已成為擁有乳飲料、碳酸飲料、茶飲料、瓶裝水、果汁飲料、罐頭食品、醫(yī)藥保健品、休閑食品和嬰兒奶粉等九大類150多個(gè)品種的大型食品飲料企業(yè)。作為中國最大的飲料生產(chǎn)企業(yè),娃哈哈在高速發(fā)展的同時(shí),其企業(yè)營銷策略也面臨著很多挑戰(zhàn)。 本文以娃哈哈飲料濰坊市場業(yè)務(wù)為研究對(duì)象,以市場營銷理論為基礎(chǔ),根據(jù)娃哈哈飲料濰坊市場的實(shí)際情況和發(fā)展現(xiàn)狀,綜合運(yùn)用SWOT分析法和波特五種力量模型等相關(guān)營銷理論分析娃哈哈企業(yè)的內(nèi)部環(huán)境和外部環(huán)境,從娃哈哈的產(chǎn)品策略、價(jià)格策略、渠道策略和促銷策略等方面對(duì)濰坊市場的市場營銷策略進(jìn)行解析,并提出改進(jìn)建議和優(yōu)化方案,從而為娃哈哈飲料的濰坊市場營銷策略提供可操作依據(jù),也為其他企業(yè)的營銷策略的制定提供了借鑒和啟示。 本論文共分為七部分。第一部分主要就論文的研究背景、研究目的和研究意義、國內(nèi)外研究現(xiàn)狀以及研究思路等進(jìn)行簡要介紹；第二部分對(duì)與本文相關(guān)的營銷理論進(jìn)行闡述及梳理,主要包括4P營銷理論、市場細(xì)分、目標(biāo)市場和定位理論、體驗(yàn)營銷理論、網(wǎng)絡(luò)營銷理論和綠色營銷理論等；第三部分對(duì)娃哈哈飲料的營銷基礎(chǔ)條件進(jìn)行分析,通過SWOT分析方法和波特的五力模型分析法對(duì)娃哈哈的內(nèi)外部環(huán)境和相關(guān)行業(yè)環(huán)境進(jìn)行分析,總結(jié)了娃哈哈目前所面臨的優(yōu)勢與劣勢、機(jī)會(huì)與威脅。第四部分從濰坊市場的宏觀環(huán)境和消費(fèi)者行為分析以及濰坊飲料市場競爭格局三個(gè)方面對(duì)娃哈哈飲料濰坊市場的營銷環(huán)境進(jìn)行了詳盡的分析；第五部分是營銷策略解析部分,重點(diǎn)對(duì)娃哈哈公司的目標(biāo)市場選擇、定位策略、產(chǎn)品策略、價(jià)格策略、渠道策略和促銷策略進(jìn)行了分析和研究；第六部分是娃哈哈飲料濰坊市場營銷策略的改進(jìn)建議；第七部分是本論文的結(jié)論部分,總結(jié)了本論文運(yùn)用理論知識(shí)所解決的實(shí)際問題和有待進(jìn)一步研究和探討的問題。 本文在分析娃哈哈飲料市場營銷環(huán)境的基礎(chǔ)上,系統(tǒng)地構(gòu)建了娃哈哈飲料,濰坊市場的市場營銷策略,可以為飲料行業(yè)的其他企業(yè)營銷策略的制訂與實(shí)施提供參考依據(jù)。
[Abstract]:With the development of economy and the continuous improvement of people's living standard, people's way of life and consumption level have changed greatly. The fast moving consumer goods such as beverage products have become an important part of the daily necessities of urban and rural residents. The demand is also increasing, which to some extent drives the development of the beverage industry in China. With the rapid development and maturity of the beverage industry, the market competition is becoming increasingly fierce, so how to formulate effective marketing strategies, Expand the market share of enterprise product becomes the primary problem of enterprise development. Wahaha Group was founded in 1987, after more than 20 years of development, has become a milk beverage, carbonated drinks, tea drinks, bottled water, juice drinks, canned food, medical and health products, As the largest beverage manufacturer in China, Wahaha faces many challenges in its marketing strategy as well as its rapid development. This paper takes the Weifang market business of Wahaha beverage as the research object, takes the marketing theory as the foundation, according to the actual situation and the development present situation of the Wahaha beverage Weifang market, This paper analyzes the internal and external environment of Wahaha enterprise by using SWOT analysis method and Porter's five power models, and analyzes the product strategy and price strategy of Wahaha enterprise. This paper analyzes the marketing strategy of Weifang market in the aspects of channel strategy and promotion strategy, and puts forward some suggestions for improvement and optimization, so as to provide operational basis for Weifang marketing strategy of Wahaha beverage. It also provides reference and inspiration for the formulation of marketing strategy of other enterprises. This paper is divided into seven parts. The first part is a brief introduction of the research background, research purpose and significance, domestic and foreign research status and research ideas. The second part expounds and combs the marketing theory related to this article, including 4P marketing theory, market segmentation, target market and positioning theory, experience marketing theory, network marketing theory and green marketing theory. In the third part, the basic marketing conditions of Wahaha beverage are analyzed, and the internal and external environment of Wahaha and related industry environment are analyzed by SWOT analysis method and Porter's five-force model analysis method. Summarized Wahaha's current strengths and weaknesses, The fourth part analyzes the marketing environment of Weifang beverage market from three aspects: the macro-environment and consumer behavior of Weifang market and the competition pattern of Weifang beverage market. The fifth part is the analysis of marketing strategy, focusing on the target market selection, positioning strategy, product strategy, price strategy, channel strategy and promotion strategy of Wahaha Company. The sixth part is the suggestions to improve the marketing strategy of Wahaha beverage Weifang, and the seventh part is the conclusion of this paper. Based on the analysis of the marketing environment of Wahaha beverage, this paper systematically constructs the marketing strategy of Wahaha beverage and Weifang market, which can provide a reference for the formulation and implementation of other marketing strategies in the beverage industry.
【學(xué)位授予單位】：青島科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F426.82

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