娃哈哈饮料潍坊市场营销策略研究

发布时间：2018-04-02 01:00

本文选题：娃哈哈集团　切入点：饮料　出处：《青岛科技大学》2013年硕士论文

【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已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。娃哈哈集团始建于1987年,经过20几年的发展,现已成为拥有乳饮料、碳酸饮料、茶饮料、瓶装水、果汁饮料、罐头食品、医药保健品、休闲食品和婴儿奶粉等九大类150多个品种的大型食品饮料企业。作为中国最大的饮料生产企业,娃哈哈在高速发展的同时,其企业营销策略也面临着很多挑战。本文以娃哈哈饮料潍坊市场业务为研究对象,以市场营销理论为基础,根据娃哈哈饮料潍坊市场的实际情况和发展现状,综合运用SWOT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潍坊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潍坊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4P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SWOT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。第四部分从潍坊市场的宏观环境和消费者行为分析以及潍坊饮料市场竞争格局三个方面对娃哈哈饮料潍坊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潍坊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,潍坊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。
[Abstract]:With the development of economy and the continuous improvement of people's living standard, people's way of life and consumption level have changed greatly. The fast moving consumer goods such as beverage products have become an important part of the daily necessities of urban and rural residents. The demand is also increasing, which to some extent drives the development of the beverage industry in China. With the rapid development and maturity of the beverage industry, the market competition is becoming increasingly fierce, so how to formulate effective marketing strategies, Expand the market share of enterprise product becomes the primary problem of enterprise development. Wahaha Group was founded in 1987, after more than 20 years of development, has become a milk beverage, carbonated drinks, tea drinks, bottled water, juice drinks, canned food, medical and health products, As the largest beverage manufacturer in China, Wahaha faces many challenges in its marketing strategy as well as its rapid development. This paper takes the Weifang market business of Wahaha beverage as the research object, takes the marketing theory as the foundation, according to the actual situation and the development present situation of the Wahaha beverage Weifang market, This paper analyzes the internal and external environment of Wahaha enterprise by using SWOT analysis method and Porter's five power models, and analyzes the product strategy and price strategy of Wahaha enterprise. This paper analyzes the marketing strategy of Weifang market in the aspects of channel strategy and promotion strategy, and puts forward some suggestions for improvement and optimization, so as to provide operational basis for Weifang marketing strategy of Wahaha beverage. It also provides reference and inspiration for the formulation of marketing strategy of other enterprises. This paper is divided into seven parts. The first part is a brief introduction of the research background, research purpose and significance, domestic and foreign research status and research ideas. The second part expounds and combs the marketing theory related to this article, including 4P marketing theory, market segmentation, target market and positioning theory, experience marketing theory, network marketing theory and green marketing theory. In the third part, the basic marketing conditions of Wahaha beverage are analyzed, and the internal and external environment of Wahaha and related industry environment are analyzed by SWOT analysis method and Porter's five-force model analysis method. Summarized Wahaha's current strengths and weaknesses, The fourth part analyzes the marketing environment of Weifang beverage market from three aspects: the macro-environment and consumer behavior of Weifang market and the competition pattern of Weifang beverage market. The fifth part is the analysis of marketing strategy, focusing on the target market selection, positioning strategy, product strategy, price strategy, channel strategy and promotion strategy of Wahaha Company. The sixth part is the suggestions to improve the marketing strategy of Wahaha beverage Weifang, and the seventh part is the conclusion of this paper. Based on the analysis of the marketing environment of Wahaha beverage, this paper systematically constructs the marketing strategy of Wahaha beverage and Weifang market, which can provide a reference for the formulation and implementation of other marketing strategies in the beverage industry.
【学位授予单位】：青岛科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.82

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