【摘要】： 隨著以“產(chǎn)品為中心”的營(yíng)銷觀念向“以顧客為中心”的營(yíng)銷觀念的轉(zhuǎn)變,企業(yè)營(yíng)銷工作的重點(diǎn)不再是為產(chǎn)品找到合適的顧客,而是為顧客設(shè)計(jì)合適的產(chǎn)品,這為企業(yè)的營(yíng)銷工作提出了新的挑戰(zhàn)。同時(shí),由于飲料行業(yè)進(jìn)入壁壘較低,生產(chǎn)廠家越來(lái)越多,產(chǎn)品同質(zhì)化越來(lái)越強(qiáng),市場(chǎng)競(jìng)爭(zhēng)越來(lái)越激烈。因此,正確的經(jīng)營(yíng)理念,得當(dāng)?shù)臓I(yíng)銷戰(zhàn)略與策略就顯得愈加重要。康師傅控股有限公司在飲料市場(chǎng)具有較為突出的表現(xiàn),總結(jié)其營(yíng)銷經(jīng)驗(yàn),對(duì)其它相關(guān)企業(yè)有著重要的借鑒意義。 本論文從“目標(biāo)營(yíng)銷”、“定位”和“策略”三個(gè)層面,對(duì)康師傅飲料業(yè)務(wù)的營(yíng)銷策略進(jìn)行系統(tǒng)總結(jié)、分析,認(rèn)為康師傅飲料之所以取得國(guó)內(nèi)飲料行業(yè)領(lǐng)導(dǎo)品牌的地位,首先得力于其堅(jiān)持目標(biāo)營(yíng)銷的經(jīng)營(yíng)理念,在有效細(xì)分市場(chǎng)基礎(chǔ)上確立合適的目標(biāo)市場(chǎng),進(jìn)而將品牌的特性與目標(biāo)消費(fèi)者的目標(biāo)相結(jié)合,對(duì)每一款產(chǎn)品進(jìn)行準(zhǔn)確的品牌定位。在其指導(dǎo)下,制定并實(shí)施有效的策略手段,堅(jiān)持“尊重、參加、生活、健康”的產(chǎn)品研發(fā)方針,適時(shí)推出針對(duì)目標(biāo)消費(fèi)者的、高品質(zhì)的產(chǎn)品;借助強(qiáng)勢(shì)媒體,運(yùn)用以廣告為主的整合營(yíng)銷傳播策略,使產(chǎn)品迅速在消費(fèi)者心中占據(jù)獨(dú)特的位置;最重要的是,康師傅飲料實(shí)行“渠道精耕”策略,在核心城區(qū)進(jìn)行業(yè)務(wù)精耕,壓縮渠道層級(jí),減少銷售環(huán)節(jié),縮短銷售周期,直接滲透到渠道中間,并與經(jīng)銷商結(jié)成戰(zhàn)略聯(lián)盟,共同面對(duì)競(jìng)爭(zhēng),從而取得終端致勝的營(yíng)銷目標(biāo)。 康師傅飲料業(yè)務(wù)營(yíng)銷經(jīng)驗(yàn)對(duì)相關(guān)企業(yè)的啟示在于:營(yíng)銷需要目標(biāo)營(yíng)銷、定位和策略等三個(gè)層面的有機(jī)結(jié)合,“目標(biāo)營(yíng)銷”是企業(yè)營(yíng)銷的根本理念,為品牌定位確定基本方向,奠定堅(jiān)實(shí)的基礎(chǔ);“定位”是關(guān)鍵,建立與競(jìng)爭(zhēng)對(duì)手相區(qū)別的優(yōu)勢(shì);“策略”是實(shí)現(xiàn)營(yíng)銷目標(biāo)的基本手段和保障;同時(shí),針對(duì)具體企業(yè),由于不同企業(yè)面臨的環(huán)境和自身狀況不同,營(yíng)銷策略的側(cè)重點(diǎn)要根據(jù)實(shí)際情況進(jìn)行調(diào)整。
[Abstract]:With the change from "product-centered" marketing concept to "customer-centered" marketing concept, the focus of enterprise marketing is no longer to find the right customer for the product, but to design the right product for the customer. This for the enterprise's marketing work put forward a new challenge. At the same time, due to the low barriers to entry of beverage industry, more and more manufacturers, product homogenization, market competition is becoming more and more fierce. Therefore, the correct management idea, the proper marketing strategy and strategy appears to be more and more important. Kang Shifu Holdings Co., Ltd. has outstanding performance in beverage market. Summarizing its marketing experience is of great significance to other related enterprises. This paper systematically summarizes and analyzes the marketing strategies of the beverage business from the three levels of "target marketing", "positioning" and "strategy", and points out that the reason why Kang Shifu drinks has gained the leading brand status in the domestic beverage industry. First of all, by adhering to the management concept of target marketing, we can establish a suitable target market on the basis of effective market segmentation, and then combine the characteristics of the brand with the target consumer's goal, and make an accurate brand positioning for each product. Under its guidance, formulate and implement effective strategic means, adhere to the "respect, participation, life, health" product research and development policy, timely introduction of targeted consumers, high-quality products; With the help of the powerful media and the integrated marketing and communication strategy based on advertising, the products can quickly occupy a unique position in the minds of consumers; The most important thing is that the "channel fine ploughing" strategy has been adopted by Kang Shifu Beverage, in the core urban areas, to carry out business fine tillage, to reduce channel levels, to reduce sales links, to shorten sales cycles, to penetrate directly into the middle of the channels, and to form strategic alliances with dealers. Face the competition together, thus obtain the marketing target that the terminal wins. The enlightenment of Kang Shifu's beverage marketing experience to the related enterprises lies in: marketing needs the organic combination of target marketing, positioning and strategy, "target marketing" is the fundamental concept of enterprise marketing, and the basic direction for brand positioning is determined. Lay a solid foundation; "position" is the key to establish the advantage of differentiating from the competitors, and "strategy" is the basic means and guarantee to achieve the marketing goal. At the same time, the emphasis of marketing strategy should be adjusted according to the actual situation because different enterprises are faced with different environments and their own conditions.
【學(xué)位授予單位】：中國(guó)海洋大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2009
【分類號(hào)】：F274;F426.82

【引證文獻(xiàn)】

相關(guān)博士學(xué)位論文 前1條

1 陳蘇;頂新集團(tuán)（康師傅）企業(yè)史研究[D];南京大學(xué);2011年

相關(guān)碩士學(xué)位論文 前2條

1 張金花;時(shí)空視角的瓶裝水市場(chǎng)競(jìng)爭(zhēng)研究[D];北京交通大學(xué);2011年

2 溫敏惠;泰國(guó)工藝品昆明市場(chǎng)的營(yíng)銷策略研究[D];昆明理工大學(xué);2012年

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本文編號(hào)：2378281