本文關鍵詞：南陽LS飲料公司營銷策略研究　出處：《鄭州大學》2015年碩士論文　論文類型：學位論文

  更多相關文章： 營銷策略 LS飲料企業(yè) 營銷現(xiàn)狀 保障措施

【摘要】：隨著信息傳播途徑的飛速發(fā)展,營銷手段日益增多,營銷策略的選擇已經(jīng)發(fā)展成為一個企業(yè)在發(fā)展中必須考慮的問題,在企業(yè)管理中所占的比重也越來越高。由選擇市場到被市場選擇的轉變中,一個企業(yè)必須時刻準備著應對來自市場的挑戰(zhàn),扭轉自己的營銷觀念。通過對南陽LS飲料公司的發(fā)展情況介紹,營銷環(huán)境包括宏觀環(huán)境(政治法律環(huán)境、經(jīng)濟環(huán)境、社會文化環(huán)境和科技地理環(huán)境),競爭環(huán)境(新加入者威脅、現(xiàn)存競爭對手分析、替代產(chǎn)品威脅、供應者分析和購買者分析)進行分析,接著對南陽LS飲料公司的產(chǎn)品及定價策略分析,銷售方式及渠道策略分析,HR狀況分析,目標市場和定位分析,我們歸納總結出了南陽LS公司目前在營銷策略中所存在的一系列問題：產(chǎn)品優(yōu)勢逐漸消失,價格優(yōu)勢不明顯,營銷團隊不專業(yè),營銷渠道局限性強。產(chǎn)生這些問題的原因主要有以下幾點：1、比較于同行業(yè)的中藥飲料,品牌的種類比較少。產(chǎn)品研發(fā)投入的力度不夠,包裝過于老舊,沒有創(chuàng)新；2、價格上沒有優(yōu)勢,主要是因為南陽LS飲料公司已經(jīng)逐漸失去了其成本優(yōu)勢；3、多層結構妨礙渠道效率的提高,銷售信息不能準確及時反饋,廠家的銷售政策不能有效的執(zhí)行和落實。由于渠道鏈長,臃腫的渠道不利于形成產(chǎn)品的價格優(yōu)勢。4、促銷員管理過程缺乏必要的監(jiān)督；5工南陽LS飲料公司管理層的營銷觀念比較落后,不重視企業(yè)營銷團隊的建設。本文分為六個部分來闡述南陽LS飲料公司市場營銷策略研究。第一章,引言部分,主要從論文研究的背景意義,研究的主要內容和框架,論文研究的思路,研究方法來介紹。第二章,南陽LS飲料公司的營銷環(huán)境分析,主要介緇了南陽LS公司的歷史及概況,發(fā)展的宏觀環(huán)境,以及南陽LS公司競爭環(huán)境分析。第三章,南陽LS飲料公司的營銷策略現(xiàn)狀及問題分析,重點分析了公司的產(chǎn)品及定價策略,銷售方式及渠道策略。最后總結出目前LS飲料公司在營銷策略中存在的主要問題及原因。第四章,南陽LS飲料公司營銷策略的改進建議。主要從產(chǎn)品及價格策略,渠道和促銷策略等方面對LS公司的營銷策略提出具體建議。第五章,南陽LS飲料公司營銷策略的保障措施。第六章,結論及展望,這一部分主要對全文進行歸納總結。
[Abstract]:With the rapid development of information transmission, marketing is increasing, the choice of marketing strategy has become an enterprise must consider the problems in the development for enterprise management in the proportion is more and more high. By choosing to change the market is the choice of the market, an enterprise must be ready to deal with it the challenge of the market, reversing their marketing concept. Through the development of Nanyang LS beverage company, marketing environment including macro environment (political and legal environment, economic environment, social cultural environment and the geographical environment, the competitive environment of science and Technology) (new entrants threat, the existing analysis of competitors, substitute products suppliers and buyers of threats. Analysis) are analyzed, then product and pricing strategy of Nanyang LS beverage company analysis, sales analysis and channel strategy, HR analysis, target market analysis and positioning, We summed up a series of problems of the Nanyang LS company in the marketing strategy are: product advantages gradually disappear, the price advantage is not obvious, not professional marketing team, marketing channels have strong limitations. The main reasons for these problems are the following: 1, Chinese medicine beverage comparison in the same industry, brand fewer. R & D investment is not enough, the packaging is too old, there is no innovation; 2, there is no price advantage, mainly because Nanyang LS beverage company has gradually lost its cost advantage; 3, multilayer structure hinder the channel efficiency, sales information is not accurate and timely feedback, manufacturers sales policy can not be effectively the execution and implementation. As the channel length, bloated channels is not conducive to the formation of the price advantage of.4 marketing management process, lack of necessary supervision; 5 Nanyang LS beverage company management The marketing concept is relatively backward, not pay attention to the construction of the marketing team. This paper is divided into six parts to elaborate on the marketing strategy of Nanyang LS beverage company. In the first chapter, the introduction part, mainly from the background and significance of the research, the main research content and framework, research ideas, research methods. The second chapter introduces. The analysis of Nanyang LS beverage company's marketing environment, mainly lies in the history and general situation of Nanyang LS company, and the development of macro environment, competitive environment analysis of Nanyang LS company. In the third chapter, the present situation and problems of the marketing strategy analysis of Nanyang LS company, analyzed the product and pricing strategy of the company, and sales channels strategy. Finally summed up the main problems existing in the marketing strategy of LS beverage company's current and reason. In the fourth chapter, suggestions to improve the marketing strategy of Nanyang LS company. Mainly from product and price strategy. In terms of channel and promotion strategy, the specific suggestions for LS's marketing strategy are put forward. The fifth chapter is about the safeguard measures of marketing strategy of Nanyang LS beverage company. The sixth chapter is the conclusion and prospect. This part mainly summarizes the full text.

【學位授予單位】：鄭州大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F274;F426.82

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