厦门H饮料公司营销策略研究

发布时间：2018-04-05 21:32

本文选题：市场营销　切入点：市场细分　出处：《华侨大学》2013年硕士论文

【摘要】：中国经济的日益发展，，带来了市场的繁荣，也丰富了人们的生活。饮料业因其进入门槛低，市场需求量大，成为市场发展较快、竞争程度较高的行业。如何在激烈的市场竞争中找准市场定位、明确企业竞争优势，并制定对应的营销策略，是当今国内饮料行业都应该重视的重要课题。本文将以厦门H饮料公司的营销策略作为研究对象，首先对市场营销理论、STP理论、营销组合等理论进行相关理论介绍，为营销环境分析、营销策略的制定提供了理论基础。其次，对厦门H饮料公司的营销现状进行分析，主要就公司的基本情况、营销存在问题等进行了详细的阐述。然后，在对H公司宏观环境、行业发展情况分析的基础上，结合相关的市场调查和数据分析，并借助SWOT分析工具，指出公司面临的机遇与挑战。最后，基于以上各种分析结果，对H公司饮料产品作了市场细分和目标市场确定，制定了H公司的市场营销策略，并提出了较详尽的控制与保障措施。在论文的写作过程中，运用了相应的图表和数据分析工具，涉及了市场营销组合、管理等相关学科知识，希望对H公司系列产品营销策略的制定提供参考，同时也希望对于挖掘和丰富该行业的市场营销理论具有一定的借鉴作用。
[Abstract]:The development of China's economy has brought prosperity to the market and enriched people's lives.Because of its low entry threshold and large market demand, the beverage industry has become a fast developing and competitive industry.How to find the correct market position in the fierce market competition, clear the competitive advantage of the enterprise, and formulate the corresponding marketing strategy, is an important subject that should be paid attention to in the domestic beverage industry nowadays.This paper will take the marketing strategy of Xiamen H Beverage Company as the research object. Firstly, it introduces the relevant theories of marketing theory such as STP theory and marketing combination theory, which provides a theoretical basis for the analysis of marketing environment and the formulation of marketing strategy.Secondly, the paper analyzes the marketing status of Xiamen H Beverage Company, mainly on the basic situation of the company, marketing problems and so on.Then, based on the analysis of H company's macro environment and industry development, combined with relevant market research and data analysis, and with the help of SWOT analysis tools, the paper points out the opportunities and challenges faced by the company.Finally, based on the above analysis results, the market segmentation and target market of beverage products of H Company are made, the marketing strategy of H Company is formulated, and detailed control and safeguard measures are put forward.In the process of writing the paper, we use the corresponding chart and data analysis tools, involving the marketing mix, management and other related disciplines, hoping to provide a reference for H Company series product marketing strategy formulation.At the same time, I hope it can be used for reference to excavate and enrich the marketing theory of this industry.
【学位授予单位】：华侨大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.82;F274

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