娃哈哈饮料徐州市场营销策略研究

摘要

随着经济的发展和人民生活水平的不断提高，人们的生活方式和消费水平都发生了极大的变化。饮料产品这种快速消费品己成为城乡居民生活必需品的重要组成部分，其需求量也逐渐增大，这在一定程度上带动了我国饮料行业的发展。在饮料行业快速发展和成熟的同时，市场竞争也日益激烈，如何制定有效的市场营销策略，扩大企业产品的市场份额成为企业发展的首要问题。

本文以娃哈哈饮料徐州市场业务为研究对象，以市场营销理论为基础，根据娃哈哈饮料徐州市场的实际情况和发展现状，综合运用分析法和波特五种力量模型等相关营销理论分析娃哈哈企业的内部环境和外部环境，从娃哈哈的产品策略、价格策略、渠道策略和促销策略等方面对徐州市场的市场营销策略进行解析，并提出改进建议和优化方案，从而为娃哈哈饮料的徐州市场营销策略提供可操作依据，也为其他企业的营销策略的制定提供了借鉴和启示。

本论文共分为七部分。第一部分主要就论文的研究背景、研究目的和研究意义、国内外研究现状以及研究思路等进行简要介绍；第二部分对与本文相关的营销理论进行阐述及梳理，主要包括营销理论、市场细分、目标市场和定位理论、体验营销理论、网络营销理论和绿色营销理论等；第三部分对娃哈哈饮料的营销基础条件进行分析，通过分析方法和波特的五力模型分析法对娃哈哈的内外部环境和相关行业环境进行分析，总结了娃哈哈目前所面临的优势与劣势、机会与威胁。第四部分从徐州市场的宏观环境和消费者行为分析以及徐州饮料市场竞争格局三个方面对娃哈哈饮料徐州市场的营销环境进行了详尽的分析；第五部分是营销策略解析部分，重点对娃哈哈公司的目标市场选择、定位策略、产品策略、价格策略、渠道策略和促销策略进行了分析和研究；第六部分是娃哈哈饮料徐州市场营销策略的改进建议；第七部分是本论文的结论部分，总结了本论文运用理论知识所解决的实际问题和有待进一步研究和探讨的问题。

本文在分析娃哈哈饮料市场营销环境的基础上，系统地构建了娃哈哈饮料徐州市场的市场营销策略，可以为饮料行业的其他企业营销策略的制订与实施提供参考依据。

关键词：娃哈哈集团；饮料；营销环境；市场营销策略

ABSTRACT

With the development of economy and the continuous improvement of people'sliving standard,people's life style and consumption level have greatly changed.Beverage product, as a fast-moving consumer goods has become an important part of the necessities of human life and the demand of it has also gradually increased, whichto some extent has lead to the development of beverage industry in. China. Under therapid development and maturity.. of beverage industry, the market competition isincreasingly fierce. How to make effective marketing strategy and expand the marketshare of enterprise products becomes a primary. issue in the development ofenterprises.

Wahaha group was founded in 1987. After 20 years of development, it nowbecomes a large-scale food and beverage enterprise with the product of nine categoriesabout more than 1 SO varieties. They are： milk beverage, carbonated drinks, tea drinks,bottled water, juice, beverage, canned food, medicine, health food, leisure food andinfant milk powder. As China's largest beverage enterprise, Wahaha developed rapidly,at the same time, the enterprise marketing strategy is also facing with many challenges.

This paper makes research of XuZhou market operations of Wahaha drinks. Onthe basis of marketing theory and according to the actual situation and development of Wahaha drinks,we use marketing theory such as SWOT and Five Forces Model Of Competition to make analysis of the inside and outside environment of Wahahacompany Also we put forward the suitable marketing strategy as well as theimplementation suggestion and optimization scheme of Wahaha drinks on the basis ofproduct strategy, price strategy, channel strategy and promotion strategy. It can alsoprovide the reference and revelation for XuZhou marketing strategy of Wahahacompany and other companies.This paper is pided into seven parts. The first part mainly focus on the research background, research purpose and research significance as well as research actuality and research ideas； The second part elaborates the marketing theory, mainly including4Ps marketing theory, STP theory, experience marketing theory, network marketingtheory and green marketing theory, etc.； The third part analyses the internal and external environment of Wahaha drinks as well as Wahaha's advantages, disadvantages opportunities and threats by using

SWOT analysis and Five ForcesModel of Competition;The fourth part analyses the marketing environmentrespectively from two aspects： macro environment and consumer behavior analysis;The fifth part is the marketing strategy part. Based on the analysis of marketingenvironment and basic conditions and according to the characteristics of the Wahahadrinks, this paper makes analysis of the product strategy,price strategy,channelstrategy and promotion strategy of Wahaha drinks; The sixth part is about the implementation suggestion and supporting measures of Wahaha's marketing strategyof the implementation of the recommendations and measures; The seventh part is theconclusion part of this thesis. It sums up marketing theory under the basis of currentmarketing situation in XuZhou city and rises some questions and problems which areremained to be discussed in the future.

This thesis makes suggestions on marketing strategy of Wahaha drinks in XuZhoucity based on the analysis of marketing environment. It provides a reference basis forthe strategy formulation and implementation of other enterprises.

Keywords：Wahaha group; drinks;marketing environment;marketing strategy

目录

1 绪论 ............................................................................................................................. 1

1.1 研究背景 ........................................................................................................... 1

1.2 论文的研究目的与意义 ................................................................................... 2

1.2.1 研究目的 ........................................................................................................ 2

1.2.2 研究意义 .......................................................... …… 此处隐藏：19498字，全部文档内容请下载后查看。喜欢就下载吧 ……