基于精准营销的BC饮料公司营销策略研究

发布时间：2018-02-28 21:36

本文关键词： 饮料行业精准营销营销策略优化　出处：《南京师范大学》2014年硕士论文　论文类型：学位论文

【摘要】：近年来,饮料行业生产显著增长,产业结构不断得到优化,产品质量不断提高。与此同时,饮料市场竞争日益加剧,名目繁多的“促销”活动成为企业市场竞争的主要营销手段。而从通货膨胀引起的成本上升和市场环境的变化来看,饮料企业的利润空间已经被大大地压缩,优惠促销等粗放式的营销策略很难长期维持,需要对营销策略进行创新。本文针对BC饮料公司的营销策略现状,发现BC饮料公司的传统营销策略存在以下问题：市场定位尚不明晰、产品开发同质性强、运营成本居高不下、线下渠道冲突不断、促销手段粗放单一和营销团队效率低下。导致问题存在的深层原因：差异化消费需求不断涌现、行业市场竞争日益激烈、成本管理理念缺失、客户激励政策效果不明显、线上渠道市场渗透度不高和激励措施尚未完善。论文通过总结国内外研究现状,结合精准营销理论和4Ps营销组合理论,为BC饮料公司进行营销策略的优化,包括精准定位策略、精准产品策略、精准定价策略、精准分销策略和精准促销策略。同时提出了强化长效的战略理念、把握动态的市场环境、促进合理的团队建设和培育优质的品牌文化等措施。
[Abstract]:In recent years, the beverage industry has experienced remarkable growth in production, continuous optimization of the industrial structure and continuous improvement of product quality. At the same time, the competition in the beverage market has intensified day by day. Various "promotion" activities have become the main means of marketing for enterprises to compete in the market. However, judging from the rising costs caused by inflation and the changes in the market environment, the profit margins of beverage companies have been greatly reduced. The extensive marketing strategy such as preferential promotion is difficult to maintain for a long time, so it is necessary to innovate the marketing strategy. It is found that the traditional marketing strategy of BC Beverage Company has the following problems: the market positioning is not clear, the product development is homogeneous, the operating cost is high, and the offline channel conflicts are constant. The deep causes of the problems include the continuous emergence of differentiated consumer demand, the increasingly fierce competition in the industry market, the lack of the concept of cost management, the lack of the concept of cost management, and the lack of the effect of the customer incentive policy. The online channel market penetration is not high and the incentive measures are not perfect. This paper summarizes the domestic and foreign research situation, combines the precision marketing theory and the 4Ps marketing combination theory, carries on the marketing strategy optimization for BC beverage company, including the precise positioning strategy. Precision product strategy, precision pricing strategy, precision distribution strategy and precision promotion strategy. At the same time, the paper puts forward some measures, such as strengthening the long-term effect strategic idea, grasping the dynamic market environment, promoting reasonable team building and cultivating high quality brand culture and so on.
【学位授予单位】：南京师范大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.82

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