娃哈哈濮阳市场营销策略优化研究

发布时间：2018-05-31 16:37

本文选题：娃哈哈 + 营销策略　；参考：《郑州大学》2017年硕士论文

【摘要】：杭州娃哈哈集团成立于1987年,儿童营养液的问世,让“娃哈哈”这个品牌火爆全中国;2004年营养快线成功上市、2006年又乘胜追击推出爽歪歪,彻底奠定了娃哈哈国内饮料市场的龙头地位。除了产品,娃哈哈的成功还得益于它的销售模式,那就是被美国哈佛商学院评为“中国渠道创新案例”的“联销体模式”,也叫企业与经销商“共担风险,共同受益”的模式,即娃哈哈公司联合众多的经销商,结成利益联盟,一起来销售娃哈哈的产品,或者说娃哈哈公司培养的业务员主要替经销商销售产品。但是好景不长,娃哈哈董事长宗庆后在不断地进行产业扩张---跨行业经营之后,一方面在优势产品的市场上逐渐失去霸主地位,另一方面由于分散了财力和精力,又低估了跨行经营风险及难度,导致2012年发展至顶峰后遇到发展瓶颈,增长迟缓,从增长率放缓到每月力保不负至现在全国负增长。2013--2016年,一直稳居全国销量第一的大河南市场,几经划分调整,负增长越来越严重,濮阳市场作为典型的北方市场,这些年来一直见证着大河南的发展,它称得上是娃哈哈整个北方市场的一个缩影,那么通过对濮阳市场研究的背景、意义及方法的确立,逐步分析整体营销环境、市场现状和问题及形成这些问题的原因,进而提出对应的营销策略优化建议和这些建议实施的保障。一方面能使其在下一步的整体市场运作能够在一整套的优化营销策略下有序进行,另一方面有利于公司借鉴普及到整个北方市场乃至全国,为整个饮料行业的可持续发展树立一个典范。本篇调研报告在首先明确调查任务和目的后,再进行一系列的调查准备工作,运用统计调查和实地调查两种手段相结合,收集尽可能详尽的相关资料,准确反映濮阳市场的客观现状;在掌握客观事实的基础上,认真分析,透彻地揭示存在问题的本质,并通过深入、复杂、综合的研究,提出相应的优化建议;最后整理、总结,撰写全面的调研报告。笔者本人曾在该公司工作过6年,从大区经理助理、到商超、再到传统渠道销售,熟悉该研究主体的各个操作环节、价格价差、市场基本情况、以及相关政策指导,因此针对公司特色比较重、专业性相对较强的区块,能够从公司一员的角度出发并理解、研究起来不是那么费力,写起来也是得心应手!另外,因本人与濮阳现任区域经理、内务助理、客户经理等市场相关人员关系较好,所有研究材料均为他们提供的市场第一手真实反映,如公司销售通报、区域销售报表、区域经理年度(季度/月)总结规划等,绝非纸上谈兵,这也是本文的最大的特色。
[Abstract]:Hangzhou Wahaha Group was founded in 1987, the birth of children's nutrition liquid, "Wahaha" brand popular throughout China; in 2004, Nutrition Express was successfully listed, and in 2006, the launch of cool, Thoroughly established Wahaha domestic beverage market leading position. In addition to its products, Wahaha's success has also been attributed to its sales model, the "joint sales model", which was named "China Channel Innovation case" by Harvard Business School of the United States, also known as the "sharing of risks and benefits" model between enterprises and dealers. In other words, Wahaha Company combines many dealers to form an alliance of interests to sell Wahaha's products together, or Wahaha Company trains salespeople to sell products for dealers. But not for long. Zong Qinghou, chairman of Wahaha, continued to expand his industry-after a cross-industry operation, on the one hand, he gradually lost his dominant position in the market of superior products, on the other hand, because of the distraction of his financial resources and energy, It also underestimated the risk and difficulty of inter-bank operations, which led to the bottleneck of development and slow growth after reaching its peak in 2012. The growth rate slowed down to the negative growth rate of the whole country from 2013 to 2016, and it has been the largest market in China in terms of sales volume. After several division adjustments, the negative growth is getting more and more serious. As a typical northern market, the Puyang market has been witnessing the development of Greater Henan over the years. It can be said to be a microcosm of Wahaha's entire northern market. Well, through the establishment of the background, significance and methods of the market research in Puyang, the overall marketing environment, the current market situation and the problems and the reasons for these problems are analyzed step by step. Then put forward the corresponding marketing strategy optimization recommendations and the implementation of these recommendations to ensure. On the one hand, it can enable its overall market operation in the next step to be carried out in an orderly manner under a set of optimized marketing strategies, on the other hand, it is conducive to the company's reference and popularization to the entire northern market and even to the whole country. Set a model for the sustainable development of the whole beverage industry. This research report first clarifies the investigation task and purpose, then carries on a series of investigation preparation work, uses the statistical investigation and the field investigation two kinds of means to combine together, collects as much as possible the detailed related information. Accurately reflect the objective situation of Puyang market, analyze and thoroughly reveal the nature of the existing problems on the basis of mastering the objective facts, and put forward corresponding optimization suggestions through in-depth, complex and comprehensive research. Write a comprehensive research report. I have worked in the company for 6 years, from regional manager assistant, to Shang Chao, to traditional channel sales, familiar with the main body of the study of the various operating links, price spreads, basic market conditions, and relevant policy guidance, Therefore, the characteristics of the company is relatively heavy, relatively professional relatively strong block, can start from the perspective of a member of the company and understand, the research is not so hard to write up is also handy! In addition, because I have a good relationship with Puyang's current regional manager, internal affairs assistant, account manager and other market related personnel, all the research materials are a first-hand reflection of the market they provide, such as the company's sales report, the regional sales report, etc. The annual (quarterly / monthly) summing up of planning by regional managers is not an empty talk, which is also the most important feature of this paper.
【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.82

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