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

【摘要】：中國市場經(jīng)濟二十多年來,突飛猛進的發(fā)展舉世矚目,而營銷之道是市場經(jīng)濟發(fā)展的關(guān)鍵,其中以洗護用品、食品、飲料為代表的快速消費品營銷最具代表性。由于快速消費品市場開發(fā)早,產(chǎn)品同質(zhì)化程度高,市場需求量大,競爭激烈,因此,快速消費品也就成為中國市場化最早,程度最高的行業(yè)。 本論文圍繞鮮榨果汁這一特定市場,分析中國果汁市場的大環(huán)境和杭州果汁市場,并以MD鮮榨果汁公司為例,對其目前的發(fā)展狀態(tài)和品牌營銷策略進行研究和規(guī)劃。研究內(nèi)容主要包括從宏觀及微觀的角度,研究鮮榨果汁市場的發(fā)展前景及影響因素。通過對比現(xiàn)有競爭者、潛在進入者的情況,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、核心競爭力,并結(jié)合SWOT工具進行分析,提出了企業(yè)發(fā)展組合策略。在此基礎(chǔ)上,以4Ps營銷策略理論為基礎(chǔ),從MD公司的產(chǎn)品定位策略,定價策略,分銷策略及促銷策略四方面出發(fā),制訂MD公司品牌營銷策略。
[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.
【學位授予單位】：浙江工業(yè)大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F426.82

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