甘肃中粮可口可乐饮料有限公司营销战略分析

发布时间：2018-04-04 15:20

本文选题：饮料市场　切入点：营销战略　出处：《兰州大学》2014年硕士论文

【摘要】：进入21世纪后,随着我国加入WTO,国际一体化程度越来越高,国民经济持续不断快速发展,城市化水平也随之不断提高,饮料市场的市场份额也随之不断扩大,国际著名的饮料品牌可口可乐、百事可乐相互之间一直进行着激烈的竞争,“两乐”迅速将营销战略扩张步伐引入我国西北地区,强势布局饮料市场的客户培养、传播、推动。不仅如此,在市场上其他饮料品牌的诸多新产品品类也相继出现在消费者的视野,如“康师傅”“娃哈哈”“统一”等,饮料业的竞争不言而喻且难分上下。本文选择甘肃中可营销战略作为论文研究课题,它的组建正是在这种大的竞争环境下进行,并希望把在MBA教育阶段学到的理论、方法结合自己在实际工作中的思考,为甘肃中可未来营销战略的制定锦上添花,以应对饮料市场激烈的竞争。同时,回顾甘肃中可在竞争市场采用怎样的营销策略并分析这些策略的影响效果将有助于企业透彻认识快速消费品行业的发展之路,对本土企业具有相应的借鉴意义。为了更加深入的探讨甘肃中可的营销战略,将文章分为五章。第一章是引言,主要介绍了选取本课题的研究背景、研究意义和研究设计。第二章是理论综述,主要介绍营销战略理论、国际知名企业营销战略相关案例分析以及在分析营销战略时通常选取的分析方法。第三章使用PETS模型对企业所面临的外部营销环境进行分析；使用波特五力模型对软饮料产业环境进行分析；从企业的财务能力、人力资源质量、设备能力、技术能力等多角度对甘肃中可所处内部环境进行分析。在总结企业所具备优势、劣势的基础上,得出企业面临的机会、风险。第四章提出甘肃中可营销战略的优化建议和实施,通过对营销战略的实施和完善,使结果可控,进而实现营销战略的可持续发展。第五章对文章进行总结。文章以前两章为基础,第三章是文章的重点；第四章为文章的升华章节,提出甘肃中可切实可行营销战略的建议。
[Abstract]:After entering the 21st century, with China's entry into WTO, the degree of international integration is becoming higher and higher, the national economy continues to develop rapidly, the level of urbanization is also increasing, and the market share of beverage market is also expanding.Coca-Cola and Pepsi, the famous international beverage brands, have been in fierce competition with each other. "two Music" has rapidly introduced the expansion of marketing strategy into the Northwest region of China, with a strong distribution of beverage market customer training, dissemination and promotion.Moreover, many new products of other beverage brands appear in the market, such as "Master Kang", "Wahaha", "Unity", etc. The competition in the beverage industry is self-evident and difficult.This paper chooses the marketing strategy in Gansu Province as the research topic, which is formed in this kind of competitive environment, and hopes to combine the theories and methods learned in the MBA education stage with their own thinking in the actual work.In order to cope with the fierce competition in the beverage market, the formulation of the future marketing strategy of Gansu Province can be added to the cake.At the same time, reviewing what marketing strategies can be adopted in the competitive market in Gansu and analyzing the effect of these strategies will be helpful for enterprises to understand the development of FMCG industry thoroughly, and it will be useful for local enterprises to use for reference.In order to explore the marketing strategy in Gansu, the article is divided into five chapters.The first chapter is the introduction, mainly introduces the research background, research significance and research design of this topic.The second chapter is a theoretical review, mainly introduces the marketing strategy theory, the international well-known enterprise marketing strategy related case analysis, as well as in the analysis marketing strategy usually selects the analysis method.The third chapter uses the PETS model to analyze the external marketing environment that the enterprise faces; uses the Porter five forces model to carry on the analysis to the soft drink industry environment; from the enterprise's financial ability, the human resources quality, the equipment ability, the enterprise's financial ability, the human resources quality, the equipment ability,This paper analyzes the internal environment in Gansu province from many angles, such as technical ability.On the basis of summing up the advantages and disadvantages of enterprises, the opportunities and risks faced by enterprises are obtained.The fourth chapter puts forward the optimization suggestions and implementation of the marketing strategy in Gansu province. Through the implementation and improvement of the marketing strategy, the results can be controlled, and the sustainable development of the marketing strategy can be realized.The fifth chapter summarizes the article.The third chapter is the focus of the article, and the fourth chapter is the sublimation chapter of the article, and puts forward the suggestion of feasible marketing strategy in Gansu.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.82;F274

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