本文選題：鮮榨果汁 + 品牌營(yíng)銷(xiāo)　； 參考：《浙江工業(yè)大學(xué)》2013年碩士論文

【摘要】：中國(guó)市場(chǎng)經(jīng)濟(jì)二十多年來(lái),突飛猛進(jìn)的發(fā)展舉世矚目,而營(yíng)銷(xiāo)之道是市場(chǎng)經(jīng)濟(jì)發(fā)展的關(guān)鍵,其中以洗護(hù)用品、食品、飲料為代表的快速消費(fèi)品營(yíng)銷(xiāo)最具代表性。由于快速消費(fèi)品市場(chǎng)開(kāi)發(fā)早,產(chǎn)品同質(zhì)化程度高,市場(chǎng)需求量大,競(jìng)爭(zhēng)激烈,因此,快速消費(fèi)品也就成為中國(guó)市場(chǎng)化最早,程度最高的行業(yè)。 本論文圍繞鮮榨果汁這一特定市場(chǎng),分析中國(guó)果汁市場(chǎng)的大環(huán)境和杭州果汁市場(chǎng),并以MD鮮榨果汁公司為例,對(duì)其目前的發(fā)展?fàn)顟B(tài)和品牌營(yíng)銷(xiāo)策略進(jìn)行研究和規(guī)劃。研究?jī)?nèi)容主要包括從宏觀及微觀的角度,研究鮮榨果汁市場(chǎng)的發(fā)展前景及影響因素。通過(guò)對(duì)比現(xiàn)有競(jìng)爭(zhēng)者、潛在進(jìn)入者的情況,分析MD鮮榨果汁在行業(yè)中所處的位置。其次,分析企業(yè)自身的內(nèi)部環(huán)境,梳理了MD鮮榨果汁的公司資源、核心競(jìng)爭(zhēng)力,并結(jié)合SWOT工具進(jìn)行分析,提出了企業(yè)發(fā)展組合策略。在此基礎(chǔ)上,以4Ps營(yíng)銷(xiāo)策略理論為基礎(chǔ),從MD公司的產(chǎn)品定位策略,定價(jià)策略,分銷(xiāo)策略及促銷(xiāo)策略四方面出發(fā),制訂MD公司品牌營(yíng)銷(xiāo)策略。
[Abstract]:In the past twenty years, the rapid development of China's market economy has attracted worldwide attention, and marketing is the key to the development of market economy, among which the marketing of fast moving consumer goods, which is represented by washing protective articles, food and beverage, is the most representative. Because of the early development of FMCG market, high level of product homogenization, large market demand and fierce competition, FMCG has become the earliest and most highly market-oriented industry in China. Focusing on Fresh Juice, this paper analyzes the general environment of Chinese juice market and Hangzhou fruit juice market, and takes MD Fresh Juice Company as an example to study and plan its current development state and brand marketing strategy. The research mainly includes the development prospect and influencing factors of Fresh Juice market from macro and micro perspectives. By comparing existing competitors and potential entrants, MD Fresh Juice's position in the industry is analyzed. Secondly, it analyzes the internal environment of the enterprise itself, combs MD Fresh Juice's company resources, core competitiveness, and combines with SWOT tools to analyze, and puts forward the strategy of enterprise development portfolio. On this basis, based on the 4Ps marketing strategy theory, the brand marketing strategy of MD Company is formulated from four aspects: product positioning strategy, pricing strategy, distribution strategy and promotion strategy.
【學(xué)位授予單位】：浙江工業(yè)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

【參考文獻(xiàn)】

相關(guān)期刊論文 前4條

1 陳菲瓊;范良聰;;基于合作與競(jìng)爭(zhēng)的戰(zhàn)略聯(lián)盟穩(wěn)定性分析[J];管理世界;2007年07期

2 馬莉,付同青;產(chǎn)品定價(jià)方法及其運(yùn)用[J];價(jià)格月刊;2004年07期

3 王穎;吳言忠;;淺析公共關(guān)系策略及存在問(wèn)題與對(duì)策[J];商場(chǎng)現(xiàn)代化;2007年15期

4 夏天;馬力;;果蔬汁飲料加工技術(shù)研究進(jìn)展[J];江蘇食品與發(fā)酵;2008年04期

，

本文編號(hào)：1807811