南阳LS饮料公司营销策略研究

发布时间：2018-01-07 06:19

本文关键词：南阳LS饮料公司营销策略研究　出处：《郑州大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着信息传播途径的飞速发展,营销手段日益增多,营销策略的选择已经发展成为一个企业在发展中必须考虑的问题,在企业管理中所占的比重也越来越高。由选择市场到被市场选择的转变中,一个企业必须时刻准备着应对来自市场的挑战,扭转自己的营销观念。通过对南阳LS饮料公司的发展情况介绍,营销环境包括宏观环境(政治法律环境、经济环境、社会文化环境和科技地理环境),竞争环境(新加入者威胁、现存竞争对手分析、替代产品威胁、供应者分析和购买者分析)进行分析,接着对南阳LS饮料公司的产品及定价策略分析,销售方式及渠道策略分析,HR状况分析,目标市场和定位分析,我们归纳总结出了南阳LS公司目前在营销策略中所存在的一系列问题：产品优势逐渐消失,价格优势不明显,营销团队不专业,营销渠道局限性强。产生这些问题的原因主要有以下几点：1、比较于同行业的中药饮料,品牌的种类比较少。产品研发投入的力度不够,包装过于老旧,没有创新；2、价格上没有优势,主要是因为南阳LS饮料公司已经逐渐失去了其成本优势；3、多层结构妨碍渠道效率的提高,销售信息不能准确及时反馈,厂家的销售政策不能有效的执行和落实。由于渠道链长,臃肿的渠道不利于形成产品的价格优势。4、促销员管理过程缺乏必要的监督；5工南阳LS饮料公司管理层的营销观念比较落后,不重视企业营销团队的建设。本文分为六个部分来阐述南阳LS饮料公司市场营销策略研究。第一章,引言部分,主要从论文研究的背景意义,研究的主要内容和框架,论文研究的思路,研究方法来介绍。第二章,南阳LS饮料公司的营销环境分析,主要介缁了南阳LS公司的历史及概况,发展的宏观环境,以及南阳LS公司竞争环境分析。第三章,南阳LS饮料公司的营销策略现状及问题分析,重点分析了公司的产品及定价策略,销售方式及渠道策略。最后总结出目前LS饮料公司在营销策略中存在的主要问题及原因。第四章,南阳LS饮料公司营销策略的改进建议。主要从产品及价格策略,渠道和促销策略等方面对LS公司的营销策略提出具体建议。第五章,南阳LS饮料公司营销策略的保障措施。第六章,结论及展望,这一部分主要对全文进行归纳总结。
[Abstract]:With the rapid development of information transmission, marketing is increasing, the choice of marketing strategy has become an enterprise must consider the problems in the development for enterprise management in the proportion is more and more high. By choosing to change the market is the choice of the market, an enterprise must be ready to deal with it the challenge of the market, reversing their marketing concept. Through the development of Nanyang LS beverage company, marketing environment including macro environment (political and legal environment, economic environment, social cultural environment and the geographical environment, the competitive environment of science and Technology) (new entrants threat, the existing analysis of competitors, substitute products suppliers and buyers of threats. Analysis) are analyzed, then product and pricing strategy of Nanyang LS beverage company analysis, sales analysis and channel strategy, HR analysis, target market analysis and positioning, We summed up a series of problems of the Nanyang LS company in the marketing strategy are: product advantages gradually disappear, the price advantage is not obvious, not professional marketing team, marketing channels have strong limitations. The main reasons for these problems are the following: 1, Chinese medicine beverage comparison in the same industry, brand fewer. R & D investment is not enough, the packaging is too old, there is no innovation; 2, there is no price advantage, mainly because Nanyang LS beverage company has gradually lost its cost advantage; 3, multilayer structure hinder the channel efficiency, sales information is not accurate and timely feedback, manufacturers sales policy can not be effectively the execution and implementation. As the channel length, bloated channels is not conducive to the formation of the price advantage of.4 marketing management process, lack of necessary supervision; 5 Nanyang LS beverage company management The marketing concept is relatively backward, not pay attention to the construction of the marketing team. This paper is divided into six parts to elaborate on the marketing strategy of Nanyang LS beverage company. In the first chapter, the introduction part, mainly from the background and significance of the research, the main research content and framework, research ideas, research methods. The second chapter introduces. The analysis of Nanyang LS beverage company's marketing environment, mainly lies in the history and general situation of Nanyang LS company, and the development of macro environment, competitive environment analysis of Nanyang LS company. In the third chapter, the present situation and problems of the marketing strategy analysis of Nanyang LS company, analyzed the product and pricing strategy of the company, and sales channels strategy. Finally summed up the main problems existing in the marketing strategy of LS beverage company's current and reason. In the fourth chapter, suggestions to improve the marketing strategy of Nanyang LS company. Mainly from product and price strategy. In terms of channel and promotion strategy, the specific suggestions for LS's marketing strategy are put forward. The fifth chapter is about the safeguard measures of marketing strategy of Nanyang LS beverage company. The sixth chapter is the conclusion and prospect. This part mainly summarizes the full text.

【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.82

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