加多宝集团网络营销策略研究
发布时间：2018-12-16 23:45
【摘要】：加多宝罐装凉茶饮料的当前市场受到了品牌茶何其正、娃哈哈、统一等这些强势品牌的冲击,在激烈的价格竞争中,加多宝的成本优势正在逐步丧失,市场销售量、市场占有量出现了明显的下降。面对激烈的竞争环境,我们需要找到新的目标市场,开发新的网络营销组合策略。基于外部环境分析、竞争环境、消费环境、内部环境等因素的影响,寻找新的目标市场；实现一套网络营销目标,系统的设计网络营销策略,并制定行动计划和评价指标、方法。希望通过本文的研究和分析,对加多宝销售和市场份额可以有很大的提高和帮助。本文通过对营销及网络策略及营销的内涵及相关概念进行理论梳理,并对饮料产品网络市场营销策略进行分析,在此基础上对加多宝的网络营销PEST环境进行分析并做出评价,并对加多宝的网络营销SWOT进行分析。在分析后对加多宝的网络营销接受程度进行调查,并进行加多宝集团网络营销策略的制定与实施,实施的方面包括4P网络营销策略管理组合的运用、网络营销策略管理在实施中的瓶颈及解决思路。
[Abstract]:The current market for canned Chinese herbal tea drinks in Kadobo has been hit by such strong brands as brand tea, Wa, Unification, and so on. In the fierce price competition, the cost advantage of Gadobo is gradually losing, and the market sales volume, There has been a marked decline in market share. Facing the fierce competition environment, we need to find a new target market and develop a new network marketing mix strategy. Based on the external environment analysis, competitive environment, consumer environment, internal environment and other factors, looking for a new target market; To achieve a set of network marketing objectives, the system designs the network marketing strategy, and formulates the action plan and the evaluation index, the method. Through the research and analysis of this paper, we hope to improve the sales and market share of Gatorade. Based on the theoretical analysis of marketing and network strategy, the connotation and related concepts of marketing, and the analysis of network marketing strategy of beverage products, this paper analyzes and evaluates the PEST environment of online marketing of Gadobo. And to add the network marketing SWOT of treasure carries on an analysis. After analyzing, the author investigates the acceptance degree of Gadobo's network marketing, and makes and implements the network marketing strategy of Jiadobo Group. The implementation aspect includes the application of 4P network marketing strategy management combination. Network marketing strategy management in the implementation of bottlenecks and solutions.
【学位授予单位】：华东理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.82
本文编号：2383258
[Abstract]:The current market for canned Chinese herbal tea drinks in Kadobo has been hit by such strong brands as brand tea, Wa, Unification, and so on. In the fierce price competition, the cost advantage of Gadobo is gradually losing, and the market sales volume, There has been a marked decline in market share. Facing the fierce competition environment, we need to find a new target market and develop a new network marketing mix strategy. Based on the external environment analysis, competitive environment, consumer environment, internal environment and other factors, looking for a new target market; To achieve a set of network marketing objectives, the system designs the network marketing strategy, and formulates the action plan and the evaluation index, the method. Through the research and analysis of this paper, we hope to improve the sales and market share of Gatorade. Based on the theoretical analysis of marketing and network strategy, the connotation and related concepts of marketing, and the analysis of network marketing strategy of beverage products, this paper analyzes and evaluates the PEST environment of online marketing of Gadobo. And to add the network marketing SWOT of treasure carries on an analysis. After analyzing, the author investigates the acceptance degree of Gadobo's network marketing, and makes and implements the network marketing strategy of Jiadobo Group. The implementation aspect includes the application of 4P network marketing strategy management combination. Network marketing strategy management in the implementation of bottlenecks and solutions.
【学位授予单位】：华东理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.82
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