基于錯(cuò)位競(jìng)爭(zhēng)的XX飲料公司營(yíng)銷策略研究
發(fā)布時(shí)間：2019-05-31 15:13
【摘要】：中國(guó)飲料行業(yè)伴隨著改革開(kāi)放而誕生，經(jīng)過(guò)三十幾年的發(fā)展壯大，我國(guó)飲料市場(chǎng)也不斷的趨于成熟和穩(wěn)定。商家的市場(chǎng)營(yíng)銷觀念也在發(fā)生變化，逐漸從過(guò)去以傳統(tǒng)產(chǎn)品為中心的銷售轉(zhuǎn)向以消費(fèi)者為中心的銷售，注重的已經(jīng)不僅僅是生產(chǎn)合適的產(chǎn)品給合適的顧客，而是更加注重消費(fèi)者的需求，設(shè)計(jì)出符合消費(fèi)者需要的產(chǎn)品，這也是市場(chǎng)競(jìng)爭(zhēng)的結(jié)果，同時(shí)也給企業(yè)提出了新的調(diào)整。另外，由于飲料行業(yè)進(jìn)入門檻低，導(dǎo)致很多企業(yè)都很輕易就進(jìn)入飲料市場(chǎng)，這樣就會(huì)出現(xiàn)嚴(yán)重的同質(zhì)化現(xiàn)象，競(jìng)爭(zhēng)也越來(lái)越殘酷、激烈。飲料行業(yè)廣闊的市場(chǎng)前景以及高度的市場(chǎng)化，不僅涌現(xiàn)了許多國(guó)內(nèi)的生產(chǎn)企業(yè)，同時(shí)也吸引了一批國(guó)際飲料巨頭的進(jìn)入。當(dāng)前國(guó)內(nèi)飲料市場(chǎng)出現(xiàn)了商業(yè)巨頭快速擴(kuò)張的現(xiàn)象，同時(shí)還大量涌現(xiàn)了一些奇特的草本植物原料，并提出了以綠色養(yǎng)生為特點(diǎn)的新產(chǎn)品。顯然飲料不僅要突破它傳統(tǒng)的解渴作用，還要達(dá)到能滿足人們解毒、降火、提高免疫力、遠(yuǎn)離亞健康等各種保健作用，由此功能性飲料應(yīng)運(yùn)而生，根據(jù)消費(fèi)者對(duì)功能性飲料的不同理解，各種不同功能的功能性飲料達(dá)到滿足不同消費(fèi)群體的需要，從而創(chuàng)造了強(qiáng)大的市場(chǎng)機(jī)遇。 本研究總共分6個(gè)部分，首先分析了本文的研究背景、目的、意義并提出了需要研究的內(nèi)容和實(shí)行的研究方法；其次是本文的研究綜述，涉及的內(nèi)容主要關(guān)于國(guó)內(nèi)外相關(guān)市場(chǎng)營(yíng)銷理論，競(jìng)爭(zhēng)戰(zhàn)略理論以及目前國(guó)內(nèi)的研究現(xiàn)狀和發(fā)展趨勢(shì)；第三部分在介紹XX飲料公司的基礎(chǔ)上，結(jié)合波特五力模型和SWOT分析法深入分析XX公司飲品的目前所具有的優(yōu)勢(shì)、劣勢(shì)以及在同行中的態(tài)勢(shì)等情況；第四部分通過(guò)詳細(xì)的市場(chǎng)調(diào)查研究準(zhǔn)確的提出了XX飲品市場(chǎng)細(xì)分、目標(biāo)市場(chǎng)與市場(chǎng)定位；第五部分從產(chǎn)品、價(jià)格、促銷、渠道等幾個(gè)方面提出了XX飲料公司錯(cuò)位競(jìng)爭(zhēng)的營(yíng)銷策略；最后一部分為全文的總結(jié)。 通過(guò)對(duì)XX飲料錯(cuò)位競(jìng)爭(zhēng)戰(zhàn)略的研究，，對(duì)相關(guān)企業(yè)的啟示在于：在當(dāng)今競(jìng)爭(zhēng)激烈的飲料市場(chǎng)，需要清晰的找出適合企業(yè)經(jīng)營(yíng)的目標(biāo)市場(chǎng)，將市場(chǎng)的選擇、定位和競(jìng)爭(zhēng)戰(zhàn)略三個(gè)元素進(jìn)行有機(jī)結(jié)合。目標(biāo)市場(chǎng)是企業(yè)經(jīng)營(yíng)的方向與根本理念，為品牌定位奠定堅(jiān)實(shí)的基礎(chǔ)；準(zhǔn)確的市場(chǎng)定位尤其重要，要制定出區(qū)別于競(jìng)爭(zhēng)對(duì)手的優(yōu)勢(shì)產(chǎn)品；競(jìng)爭(zhēng)戰(zhàn)略的基本手段就是要保證實(shí)現(xiàn)企業(yè)經(jīng)營(yíng)的目標(biāo)。同時(shí)，企業(yè)的市場(chǎng)營(yíng)銷和競(jìng)爭(zhēng)戰(zhàn)略重點(diǎn)就是要根據(jù)實(shí)際情況來(lái)調(diào)整企業(yè)自身所面臨的不同的具體環(huán)境。
[Abstract]:China's beverage industry was born with the reform and opening up. After more than 30 years of development and growth, China's beverage market is also constantly mature and stable. The marketing concept of merchants is also changing, gradually changing from traditional product-centered sales to consumer-centered sales, focusing on more than just producing suitable products to the right customers. Instead, it pays more attention to the needs of consumers and designs products that meet the needs of consumers, which is also the result of market competition, and also puts forward new adjustments to enterprises. In addition, because of the low entry threshold of the beverage industry, many enterprises can easily enter the beverage market, so there will be serious homogenization, and the competition is becoming more and more cruel and fierce. The broad market prospect and high marketization of the beverage industry have not only emerged many domestic production enterprises, but also attracted a number of international beverage giants. At present, the phenomenon of rapid expansion of commercial giants has appeared in the domestic beverage market, at the same time, a large number of strange herbal raw materials have emerged, and new products characterized by green health preservation have been put forward. Obviously, drinks should not only break through its traditional thirst-relieving effect, but also satisfy people's detoxification, reduce fire, improve immunity, stay away from sub-health and other health care functions, thus functional drinks emerge as the times require. According to consumers' different understanding of functional drinks, functional drinks with different functions can meet the needs of different consumer groups, thus creating strong market opportunities. This study is divided into six parts. Firstly, the research background, purpose and significance of this paper are analyzed, and the contents and methods to be studied are put forward. Secondly, it is the summary of this paper, which is mainly about the relevant marketing theory at home and abroad, the theory of competitive strategy, as well as the current research status and development trend in China. The third part, on the basis of introducing XX Beverage Company, combined with Porter five-force model and SWOT analysis method, deeply analyzes the advantages, disadvantages and situation of XX drinks in the same industry. The fourth part accurately puts forward the market segmentation, target market and market positioning of XX drinks through detailed market research. The fifth part puts forward the marketing strategy of misplaced competition of XX beverage company from the aspects of product, price, promotion, channel and so on; the last part is the summary of the full text. Through the study of XX beverage misplaced competition strategy, the enlightenment to related enterprises lies in: in today's fiercely competitive beverage market, it is necessary to clearly find out the target market suitable for enterprise management and choose the market. The three elements of positioning and competitive strategy are combined organically. The target market is the direction and fundamental idea of enterprise management, which lays a solid foundation for brand positioning. Accurate market positioning is particularly important, and it is necessary to formulate superior products that are different from competitors. The basic means of competitive strategy is to ensure the realization of the goal of enterprise management. At the same time, the focus of marketing and competitive strategy of enterprises is to adjust the different specific environment faced by enterprises according to the actual situation.
【學(xué)位授予單位】：河北經(jīng)貿(mào)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F274;F426.82
本文編號(hào)：2489803
[Abstract]:China's beverage industry was born with the reform and opening up. After more than 30 years of development and growth, China's beverage market is also constantly mature and stable. The marketing concept of merchants is also changing, gradually changing from traditional product-centered sales to consumer-centered sales, focusing on more than just producing suitable products to the right customers. Instead, it pays more attention to the needs of consumers and designs products that meet the needs of consumers, which is also the result of market competition, and also puts forward new adjustments to enterprises. In addition, because of the low entry threshold of the beverage industry, many enterprises can easily enter the beverage market, so there will be serious homogenization, and the competition is becoming more and more cruel and fierce. The broad market prospect and high marketization of the beverage industry have not only emerged many domestic production enterprises, but also attracted a number of international beverage giants. At present, the phenomenon of rapid expansion of commercial giants has appeared in the domestic beverage market, at the same time, a large number of strange herbal raw materials have emerged, and new products characterized by green health preservation have been put forward. Obviously, drinks should not only break through its traditional thirst-relieving effect, but also satisfy people's detoxification, reduce fire, improve immunity, stay away from sub-health and other health care functions, thus functional drinks emerge as the times require. According to consumers' different understanding of functional drinks, functional drinks with different functions can meet the needs of different consumer groups, thus creating strong market opportunities. This study is divided into six parts. Firstly, the research background, purpose and significance of this paper are analyzed, and the contents and methods to be studied are put forward. Secondly, it is the summary of this paper, which is mainly about the relevant marketing theory at home and abroad, the theory of competitive strategy, as well as the current research status and development trend in China. The third part, on the basis of introducing XX Beverage Company, combined with Porter five-force model and SWOT analysis method, deeply analyzes the advantages, disadvantages and situation of XX drinks in the same industry. The fourth part accurately puts forward the market segmentation, target market and market positioning of XX drinks through detailed market research. The fifth part puts forward the marketing strategy of misplaced competition of XX beverage company from the aspects of product, price, promotion, channel and so on; the last part is the summary of the full text. Through the study of XX beverage misplaced competition strategy, the enlightenment to related enterprises lies in: in today's fiercely competitive beverage market, it is necessary to clearly find out the target market suitable for enterprise management and choose the market. The three elements of positioning and competitive strategy are combined organically. The target market is the direction and fundamental idea of enterprise management, which lays a solid foundation for brand positioning. Accurate market positioning is particularly important, and it is necessary to formulate superior products that are different from competitors. The basic means of competitive strategy is to ensure the realization of the goal of enterprise management. At the same time, the focus of marketing and competitive strategy of enterprises is to adjust the different specific environment faced by enterprises according to the actual situation.
【學(xué)位授予單位】：河北經(jīng)貿(mào)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F274;F426.82
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