云南可口可乐公司营销战略制定和策略优化研究

发布时间：2018-11-17 19:36

【摘要】：改革开放之后,伴随着中国经济的飞速发展,人民生活水平不断提高,软饮料市场迅速发展,竞争日益激烈。可口可乐再次返回中国市场后,以雄厚的实力、高认知度的品牌、成功的营销在中国市场上遥遥领先。本文以云南可口可乐公司为研究对象,运用市场的营销理论,分析云南可口可乐公司在云南所实施的营销战略及策略,并研究营销中出现的问题,从而针对云南市场的特点提出优化方案,以求能够提高云南可口可乐公司的营销表现,并为云南省各企业制定营销战略和策略提供借鉴之处,提高企业的综合实力。本论文依托本人所在的云南可口可乐公司多年市场营销的实际工作经验,对云南可口可乐公司目前的营销现状和存在的问题进行分析,合理运用国内外营销管理理论和经验,以改善企业目前营销现状为目标,提出云南可口可乐公司应采取的优化的营销战略和对应的策略设计方案,从理论和实践上对企业面临的营销问题的解决做出尝试和探讨。本文首先回顾了营销理论国内外的研究现状,其次介绍了本文主要运用的营销理论,然后分析了云南可口可乐公司目前的营销战略目标和营销战略、以及营销策略,进而揭示了营销中出现的主要问题,接着针对云南可口可乐公司所处于的营销环境进行分析,得出企业的机会、威胁、优势、劣势,以此为基础进行了SWOT分析,确定企业所采取的营销战略,接着从市场的细分、确定以及品牌的定位方面设计了适合云南可口可乐的市场定位,在此基础上,从产品、价格、渠道、促销方面提出了优化的营销策略,紧接着用数学模型对营销策略的重要性进行排序,最后针对营销策略提出了实施的保障。
[Abstract]:After the reform and opening up, with the rapid development of China's economy, people's living standards are constantly improving, the soft drinks market is developing rapidly and the competition is becoming increasingly fierce. Coca-Cola returned to the Chinese market again, with strong strength, high recognition of the brand, successful marketing in the Chinese market by far. This paper takes the Coca Cola Company of Yunnan as the research object, applies the marketing theory of the market, analyzes the marketing strategy and strategy of the Yunnan Coca Cola Company in Yunnan, and studies the problems in the marketing process. In order to improve the marketing performance of Yunnan Coca Cola Company, and to provide reference for Yunnan enterprises to formulate marketing strategies and strategies, and improve the comprehensive strength of enterprises. Based on the practical marketing experience of Yunnan Coca Cola Company, this paper analyzes the current marketing situation and existing problems of Yunnan Coca Cola Company, and makes rational use of marketing management theory and experience at home and abroad. In order to improve the current marketing situation of the enterprises, this paper puts forward the optimized marketing strategy and the corresponding strategy design scheme that should be adopted by the Coca Cola Company of Yunnan Province, and attempts and discusses the solutions to the marketing problems faced by the enterprises in theory and practice. This paper first reviews the current research situation of marketing theory at home and abroad, then introduces the marketing theory which is mainly used in this paper, then analyzes the current marketing strategy goal and marketing strategy of Yunnan Coca Cola Company, as well as the marketing strategy. Then it reveals the main problems in marketing, and then analyzes the marketing environment in which Coca Cola Company of Yunnan is located, and obtains the opportunities, threats, advantages and disadvantages of the enterprises, based on which the SWOT analysis is carried out. To determine the marketing strategy adopted by the enterprise, then from the market segmentation, determination and brand positioning design suitable for Yunnan Coca-Cola market positioning, on this basis, from the products, prices, channels, In the aspect of promotion, the author puts forward the optimized marketing strategy, then uses mathematical model to rank the importance of the marketing strategy, and finally puts forward the guarantee for the implementation of the marketing strategy.
【学位授予单位】：昆明理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.82

【共引文献】