本文選題：汽水飲料 + 市場(chǎng)分析��； 參考：《大連理工大學(xué)》2015年碩士論文

【摘要】：在經(jīng)濟(jì)增速放緩而競(jìng)爭(zhēng)日趨激烈的新中國(guó)消費(fèi)品市場(chǎng),品牌僅僅憑借所在品類(lèi)的強(qiáng)勁增長(zhǎng)而快速成長(zhǎng)的日子已經(jīng)一去不復(fù)返了,想要獲得品牌的持續(xù)發(fā)展,必須倚重有效的營(yíng)銷(xiāo)策略來(lái)提升自身的市場(chǎng)份額�？煽诳蓸�(lè)飲料有限公司一直處于行業(yè)里的領(lǐng)導(dǎo)地位,但隨著消費(fèi)者的需求變化、銷(xiāo)售渠道的不斷發(fā)展、競(jìng)爭(zhēng)品牌的成長(zhǎng)壯大,新的競(jìng)爭(zhēng)品牌不斷進(jìn)入,可口可樂(lè)也面臨巨大的壓力�？煽诳蓸�(lè)(湖北)飲料有限公司在近幾年中,銷(xiāo)量增長(zhǎng)速度變緩,從2013年開(kāi)始甚至出現(xiàn)下滑。如何面對(duì)挑戰(zhàn),重新實(shí)現(xiàn)快速增長(zhǎng),這對(duì)公司的管理層提出更高的要求,公司必須在困難中發(fā)現(xiàn)機(jī)會(huì),不斷尋找新的增長(zhǎng)點(diǎn),來(lái)實(shí)現(xiàn)銷(xiāo)售和利潤(rùn)的增長(zhǎng)。本文首先對(duì)飲料行業(yè)環(huán)境進(jìn)行了分析,通過(guò)消費(fèi)者需求變化、渠道現(xiàn)狀及競(jìng)品情況分析了外部環(huán)境,通過(guò)品牌價(jià)值、產(chǎn)品結(jié)構(gòu)、研發(fā)能力、銷(xiāo)售網(wǎng)絡(luò)等方面分析了內(nèi)部因素,從而得出公司面臨的問(wèn)題和發(fā)展機(jī)會(huì)。通過(guò)SWOT分析法對(duì)內(nèi)外部環(huán)境進(jìn)行分析,由外而內(nèi)明確公司所面臨的機(jī)會(huì)和威脅,發(fā)現(xiàn)公司的優(yōu)勢(shì)和劣勢(shì),并進(jìn)行綜合分析。在目標(biāo)市場(chǎng)定位和決策方面,運(yùn)用了市場(chǎng)定位理論,結(jié)合前面所得出的結(jié)論,按照市場(chǎng)細(xì)分、目標(biāo)市場(chǎng)選擇、市場(chǎng)定位三個(gè)步驟,制定了新品上市的市場(chǎng)定位和營(yíng)銷(xiāo)策略。在此基礎(chǔ)上,依據(jù)公司自身資源,通過(guò)產(chǎn)品策略、價(jià)格策略、渠道策略、促銷(xiāo)策略制定出符合市場(chǎng)需求的綜合策略,并對(duì)營(yíng)銷(xiāo)策略的順利實(shí)施所需的服務(wù)和保障進(jìn)行了說(shuō)明。
[Abstract]:In the new Chinese consumer goods market, where economic growth is slowing and competition is increasing day by day, the days when brands have grown rapidly only on the basis of strong growth in their respective categories have gone by and gone. They want to achieve sustainable development of the brand. We must rely on effective marketing strategies to increase their market share. Coca-Cola Beverage Co., Ltd. has been in a leading position in the industry, but with the changes in consumer demand, the continuous development of sales channels, the growth and growth of competitive brands, new competitive brands continue to enter. Coke is also under great pressure. Coca-Cola (Hubei) Beverage Co., Ltd. has seen sales growth slow in recent years and even decline since 2013. How to face the challenge and achieve rapid growth again, which puts forward higher requirements to the management of the company, companies must find opportunities in the difficulties, constantly looking for new growth points to achieve sales and profit growth. This paper first analyzes the beverage industry environment, analyzes the external environment through the changes of consumer demand, the current situation of channels and competitive products, and analyzes the internal factors through brand value, product structure, R & D capability, sales network, etc. Thus, the problems and development opportunities faced by the company are drawn. Through the analysis of the internal and external environment by SWOT analysis, the opportunities and threats faced by the company are identified from the outside, the strengths and weaknesses of the company are found, and the comprehensive analysis is carried out. In the aspect of target market positioning and decision making, the market positioning and marketing strategy of new products are formulated according to the three steps of market segmentation, target market selection and market positioning. On this basis, according to the company's own resources, through the product strategy, price strategy, channel strategy, promotion strategy to formulate a comprehensive strategy in line with the market demand, and the smooth implementation of the marketing strategy required by the service and security were explained.
【學(xué)位授予單位】：大連理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類(lèi)號(hào)】：F416.82;F274

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中國(guó)期刊全文數(shù)據(jù)庫(kù) 前1條

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本文編號(hào)：1795795