MD公司鲜榨果汁品牌营销策略研究

发布时间：2018-04-26 21:35

本文选题：鲜榨果汁 + 品牌营销　；参考：《浙江工业大学》2013年硕士论文

【摘要】：中国市场经济二十多年来,突飞猛进的发展举世瞩目,而营销之道是市场经济发展的关键,其中以洗护用品、食品、饮料为代表的快速消费品营销最具代表性。由于快速消费品市场开发早,产品同质化程度高,市场需求量大,竞争激烈,因此,快速消费品也就成为中国市场化最早,程度最高的行业。本论文围绕鲜榨果汁这一特定市场,分析中国果汁市场的大环境和杭州果汁市场,并以MD鲜榨果汁公司为例,对其目前的发展状态和品牌营销策略进行研究和规划。研究内容主要包括从宏观及微观的角度,研究鲜榨果汁市场的发展前景及影响因素。通过对比现有竞争者、潜在进入者的情况,分析MD鲜榨果汁在行业中所处的位置。其次,分析企业自身的内部环境,梳理了MD鲜榨果汁的公司资源、核心竞争力,并结合SWOT工具进行分析,提出了企业发展组合策略。在此基础上,以4Ps营销策略理论为基础,从MD公司的产品定位策略,定价策略,分销策略及促销策略四方面出发,制订MD公司品牌营销策略。
[Abstract]:In the past twenty years, the rapid development of China's market economy has attracted worldwide attention, and marketing is the key to the development of market economy, among which the marketing of fast moving consumer goods, which is represented by washing protective articles, food and beverage, is the most representative. Because of the early development of FMCG market, high level of product homogenization, large market demand and fierce competition, FMCG has become the earliest and most highly market-oriented industry in China. Focusing on Fresh Juice, this paper analyzes the general environment of Chinese juice market and Hangzhou fruit juice market, and takes MD Fresh Juice Company as an example to study and plan its current development state and brand marketing strategy. The research mainly includes the development prospect and influencing factors of Fresh Juice market from macro and micro perspectives. By comparing existing competitors and potential entrants, MD Fresh Juice's position in the industry is analyzed. Secondly, it analyzes the internal environment of the enterprise itself, combs MD Fresh Juice's company resources, core competitiveness, and combines with SWOT tools to analyze, and puts forward the strategy of enterprise development portfolio. On this basis, based on the 4Ps marketing strategy theory, the brand marketing strategy of MD Company is formulated from four aspects: product positioning strategy, pricing strategy, distribution strategy and promotion strategy.
【学位授予单位】：浙江工业大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.82

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