本文選題：飲料市場　切入點：營銷戰(zhàn)略　出處：《蘭州大學》2014年碩士論文

【摘要】：進入21世紀后,隨著我國加入WTO,國際一體化程度越來越高,國民經(jīng)濟持續(xù)不斷快速發(fā)展,城市化水平也隨之不斷提高,飲料市場的市場份額也隨之不斷擴大,國際著名的飲料品牌可口可樂、百事可樂相互之間一直進行著激烈的競爭,“兩樂”迅速將營銷戰(zhàn)略擴張步伐引入我國西北地區(qū),強勢布局飲料市場的客戶培養(yǎng)、傳播、推動。不僅如此,在市場上其他飲料品牌的諸多新產(chǎn)品品類也相繼出現(xiàn)在消費者的視野,如“康師傅”“娃哈哈”“統(tǒng)一”等,飲料業(yè)的競爭不言而喻且難分上下。本文選擇甘肅中可營銷戰(zhàn)略作為論文研究課題,它的組建正是在這種大的競爭環(huán)境下進行,并希望把在MBA教育階段學到的理論、方法結(jié)合自己在實際工作中的思考,為甘肅中可未來營銷戰(zhàn)略的制定錦上添花,以應(yīng)對飲料市場激烈的競爭。同時,回顧甘肅中可在競爭市場采用怎樣的營銷策略并分析這些策略的影響效果將有助于企業(yè)透徹認識快速消費品行業(yè)的發(fā)展之路,對本土企業(yè)具有相應(yīng)的借鑒意義。 為了更加深入的探討甘肅中可的營銷戰(zhàn)略,將文章分為五章。第一章是引言,主要介紹了選取本課題的研究背景、研究意義和研究設(shè)計。第二章是理論綜述,主要介紹營銷戰(zhàn)略理論、國際知名企業(yè)營銷戰(zhàn)略相關(guān)案例分析以及在分析營銷戰(zhàn)略時通常選取的分析方法。第三章使用PETS模型對企業(yè)所面臨的外部營銷環(huán)境進行分析；使用波特五力模型對軟飲料產(chǎn)業(yè)環(huán)境進行分析；從企業(yè)的財務(wù)能力、人力資源質(zhì)量、設(shè)備能力、技術(shù)能力等多角度對甘肅中可所處內(nèi)部環(huán)境進行分析。在總結(jié)企業(yè)所具備優(yōu)勢、劣勢的基礎(chǔ)上,得出企業(yè)面臨的機會、風險。第四章提出甘肅中可營銷戰(zhàn)略的優(yōu)化建議和實施,通過對營銷戰(zhàn)略的實施和完善,使結(jié)果可控,進而實現(xiàn)營銷戰(zhàn)略的可持續(xù)發(fā)展。第五章對文章進行總結(jié)。文章以前兩章為基礎(chǔ),第三章是文章的重點；第四章為文章的升華章節(jié),提出甘肅中可切實可行營銷戰(zhàn)略的建議。
[Abstract]:After entering the 21st century, with China's entry into WTO, the degree of international integration is becoming higher and higher, the national economy continues to develop rapidly, the level of urbanization is also increasing, and the market share of beverage market is also expanding.Coca-Cola and Pepsi, the famous international beverage brands, have been in fierce competition with each other. "two Music" has rapidly introduced the expansion of marketing strategy into the Northwest region of China, with a strong distribution of beverage market customer training, dissemination and promotion.Moreover, many new products of other beverage brands appear in the market, such as "Master Kang", "Wahaha", "Unity", etc. The competition in the beverage industry is self-evident and difficult.This paper chooses the marketing strategy in Gansu Province as the research topic, which is formed in this kind of competitive environment, and hopes to combine the theories and methods learned in the MBA education stage with their own thinking in the actual work.In order to cope with the fierce competition in the beverage market, the formulation of the future marketing strategy of Gansu Province can be added to the cake.At the same time, reviewing what marketing strategies can be adopted in the competitive market in Gansu and analyzing the effect of these strategies will be helpful for enterprises to understand the development of FMCG industry thoroughly, and it will be useful for local enterprises to use for reference.In order to explore the marketing strategy in Gansu, the article is divided into five chapters.The first chapter is the introduction, mainly introduces the research background, research significance and research design of this topic.The second chapter is a theoretical review, mainly introduces the marketing strategy theory, the international well-known enterprise marketing strategy related case analysis, as well as in the analysis marketing strategy usually selects the analysis method.The third chapter uses the PETS model to analyze the external marketing environment that the enterprise faces; uses the Porter five forces model to carry on the analysis to the soft drink industry environment; from the enterprise's financial ability, the human resources quality, the equipment ability, the enterprise's financial ability, the human resources quality, the equipment ability,This paper analyzes the internal environment in Gansu province from many angles, such as technical ability.On the basis of summing up the advantages and disadvantages of enterprises, the opportunities and risks faced by enterprises are obtained.The fourth chapter puts forward the optimization suggestions and implementation of the marketing strategy in Gansu province. Through the implementation and improvement of the marketing strategy, the results can be controlled, and the sustainable development of the marketing strategy can be realized.The fifth chapter summarizes the article.The third chapter is the focus of the article, and the fourth chapter is the sublimation chapter of the article, and puts forward the suggestion of feasible marketing strategy in Gansu.
【學位授予單位】：蘭州大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F426.82;F274

【參考文獻】

相關(guān)期刊論文 前2條

1 陳玲;;可口可樂公司品牌本土化戰(zhàn)略探析[J];對外經(jīng)貿(mào)實務(wù);2010年08期

2 賀維;周芳;;可口可樂公司(中國)營銷渠道策略的問題及對策分析[J];商場現(xiàn)代化;2007年06期

，

本文編號：1710529