【摘要】：加多寶罐裝涼茶飲料的當(dāng)前市場(chǎng)受到了品牌茶何其正、娃哈哈、統(tǒng)一等這些強(qiáng)勢(shì)品牌的沖擊,在激烈的價(jià)格競(jìng)爭(zhēng)中,加多寶的成本優(yōu)勢(shì)正在逐步喪失,市場(chǎng)銷售量、市場(chǎng)占有量出現(xiàn)了明顯的下降。面對(duì)激烈的競(jìng)爭(zhēng)環(huán)境,我們需要找到新的目標(biāo)市場(chǎng),開(kāi)發(fā)新的網(wǎng)絡(luò)營(yíng)銷組合策略�；谕獠凯h(huán)境分析、競(jìng)爭(zhēng)環(huán)境、消費(fèi)環(huán)境、內(nèi)部環(huán)境等因素的影響,尋找新的目標(biāo)市場(chǎng)；實(shí)現(xiàn)一套網(wǎng)絡(luò)營(yíng)銷目標(biāo),系統(tǒng)的設(shè)計(jì)網(wǎng)絡(luò)營(yíng)銷策略,并制定行動(dòng)計(jì)劃和評(píng)價(jià)指標(biāo)、方法。希望通過(guò)本文的研究和分析,對(duì)加多寶銷售和市場(chǎng)份額可以有很大的提高和幫助。本文通過(guò)對(duì)營(yíng)銷及網(wǎng)絡(luò)策略及營(yíng)銷的內(nèi)涵及相關(guān)概念進(jìn)行理論梳理,并對(duì)飲料產(chǎn)品網(wǎng)絡(luò)市場(chǎng)營(yíng)銷策略進(jìn)行分析,在此基礎(chǔ)上對(duì)加多寶的網(wǎng)絡(luò)營(yíng)銷PEST環(huán)境進(jìn)行分析并做出評(píng)價(jià),并對(duì)加多寶的網(wǎng)絡(luò)營(yíng)銷SWOT進(jìn)行分析。在分析后對(duì)加多寶的網(wǎng)絡(luò)營(yíng)銷接受程度進(jìn)行調(diào)查,并進(jìn)行加多寶集團(tuán)網(wǎng)絡(luò)營(yíng)銷策略的制定與實(shí)施,實(shí)施的方面包括4P網(wǎng)絡(luò)營(yíng)銷策略管理組合的運(yùn)用、網(wǎng)絡(luò)營(yíng)銷策略管理在實(shí)施中的瓶頸及解決思路。
[Abstract]:The current market for canned Chinese herbal tea drinks in Kadobo has been hit by such strong brands as brand tea, Wa, Unification, and so on. In the fierce price competition, the cost advantage of Gadobo is gradually losing, and the market sales volume, There has been a marked decline in market share. Facing the fierce competition environment, we need to find a new target market and develop a new network marketing mix strategy. Based on the external environment analysis, competitive environment, consumer environment, internal environment and other factors, looking for a new target market; To achieve a set of network marketing objectives, the system designs the network marketing strategy, and formulates the action plan and the evaluation index, the method. Through the research and analysis of this paper, we hope to improve the sales and market share of Gatorade. Based on the theoretical analysis of marketing and network strategy, the connotation and related concepts of marketing, and the analysis of network marketing strategy of beverage products, this paper analyzes and evaluates the PEST environment of online marketing of Gadobo. And to add the network marketing SWOT of treasure carries on an analysis. After analyzing, the author investigates the acceptance degree of Gadobo's network marketing, and makes and implements the network marketing strategy of Jiadobo Group. The implementation aspect includes the application of 4P network marketing strategy management combination. Network marketing strategy management in the implementation of bottlenecks and solutions.
【學(xué)位授予單位】：華東理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F274;F426.82

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本文編號(hào)：2383258