本文關(guān)鍵詞：可口可樂(lè)遼寧（北）公司大賣場(chǎng)營(yíng)銷策略研究　出處：《東北大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

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【摘要】：大賣場(chǎng)零售是現(xiàn)代社會(huì)最盈利的銷售模式之一,而作為世界大國(guó),中國(guó)已經(jīng)成為零售巨頭競(jìng)爭(zhēng)的主戰(zhàn)場(chǎng)。目前,沃爾瑪、大潤(rùn)發(fā)、家樂(lè)福及樂(lè)購(gòu)等世界零售巨頭在中國(guó)開業(yè)大賣場(chǎng)門店數(shù)已達(dá)1000多家。可口可樂(lè)公司在中國(guó)大賣場(chǎng)的業(yè)務(wù)己趨向成熟,在這機(jī)遇與挑戰(zhàn)并存的激烈競(jìng)爭(zhēng)環(huán)境中,企業(yè)必須進(jìn)一步加強(qiáng)營(yíng)銷理念,結(jié)合自身實(shí)際情況,掌握千變?nèi)f化的市場(chǎng)信息,制定出一套切實(shí)可行的大賣場(chǎng)營(yíng)銷策略。本文經(jīng)過(guò)較多的文獻(xiàn)查閱及研讀,結(jié)合市場(chǎng)營(yíng)銷理論,對(duì)可口可樂(lè)遼寧(北)公司銷售區(qū)域范圍內(nèi)的大賣場(chǎng)進(jìn)行分析,首先從政治環(huán)境、經(jīng)濟(jì)環(huán)境、社會(huì)環(huán)境和技術(shù)環(huán)境等影響因素進(jìn)行深入的分析研究,然后運(yùn)用"五力模型"對(duì)可口可樂(lè)公司產(chǎn)品的五種競(jìng)爭(zhēng)力量進(jìn)行深入剖析,再運(yùn)用SWOT矩陣重點(diǎn)分析了可口可樂(lè)公司在大賣場(chǎng)渠道的優(yōu)勢(shì)、劣勢(shì)及其所面臨的機(jī)會(huì)和威脅,通過(guò)大賣場(chǎng)STP分析,確立出可口可樂(lè)遼寧(北)公司在大賣場(chǎng)渠道的目標(biāo)消費(fèi)者和產(chǎn)品細(xì)分,并從原有產(chǎn)品和新產(chǎn)品兩方面進(jìn)行市場(chǎng)定位。在此基礎(chǔ)上,分別從產(chǎn)品策略、價(jià)格策略、促銷策略三個(gè)方面提出可口可樂(lè)遼寧(北)公司在大賣場(chǎng)渠道的營(yíng)銷策略,最后制定出一套可行性執(zhí)行措施,為營(yíng)銷策略的順利實(shí)施提供有利的保障。本研究不但對(duì)大賣場(chǎng)自身的發(fā)展具有指導(dǎo)意義,而且對(duì)其他飲品公司在可口可樂(lè)遼寧(北)銷售區(qū)域內(nèi)大賣場(chǎng)渠道的發(fā)展也具有一定的借鑒作用,同時(shí)也為飲料行業(yè)在大賣場(chǎng)渠道的后續(xù)研究提供了新的思想平臺(tái)和研究理念,起到了積極的推進(jìn)作用。
[Abstract]:Hypermarket retailing is one of the most profitable sales modes in modern society, and as a big country in the world, China has become the main battleground of retail giant competition. At present, Wal-Mart, Big Runfa. Carrefour and Tesco have opened more than 1,000 stores in China, where Coca-Cola 's business has matured. In this fierce competition environment where opportunities and challenges coexist, enterprises must further strengthen the marketing concept, combine with their own actual situation, grasp the ever-changing market information. Through more literature review and study, combined with marketing theory, this paper analyzes the sales area of Coca Cola Liaoning (North) Co., Ltd. First of all, from the political environment, economic environment, social environment and technological environment and other factors in-depth analysis and study, and then use the "five forces model" to the Coca-Cola products of the five competitive forces in-depth analysis. Then using the SWOT matrix to analyze the advantages, disadvantages and opportunities and threats of Coca-Cola Company in the big store channel, through the STP analysis of the big store. Establish the target consumers and product segmentation of Coca-Cola Liaoning (North) Company in the big store channel, and from the original products and new products to market positioning. On this basis, respectively from the product strategy. Price strategy, promotion strategy three aspects of Coca-Cola (North) Co., Ltd. (North) in the marketing channel marketing strategy, and finally formulated a set of feasible implementation measures. For the smooth implementation of marketing strategies to provide a favorable guarantee. This study not only for the development of the store itself has a guiding significance. And other beverage companies in the Coca-Cola Liaoning (North) sales area in the development of major sales channels also have a certain reference role. At the same time, it also provides a new thought platform and research idea for the follow-up research of beverage industry in the hypermarket channel, which plays a positive role in promoting.
【學(xué)位授予單位】：東北大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F274;F416.82

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