可口可乐公司吉林省农村市场营销方案研究

发布时间：2018-06-15 04:02

本文选题：可口可乐 + 农村市场　；参考：《吉林大学》2014年硕士论文

【摘要】：我国一直是农业大国。农村人口占据全国总人口的近60%。自从十六大以来，中央提出了繁荣农村经济，加快推进城镇化进程的战略目标，在这个战略目标的指引下，国家连续推出了一系列的惠民补贴政策。农民收入实现了连续三年增幅达两位数以上，2012年农村居民人均纯收入达到7917元，实际增长10.7%，高出GDP实际增速2.9个百分点，延续了快速增长好势头。农村市场的经济发展和繁荣，加速了农村城镇化的发展。交通的日趋完善，产业投资的增加，就业和教育水平的提高，这一系列的变化势必带来农村消费水平的提升。目前农村食品消费支出占到了全国总支出的42%。对于任何企业来说，都将是一个巨大的消费潜力市场。对于软饮料行业来说，虽然前几年一直呈现两位数的增长，但最新的尼尔森数据显示，13年饮料整体大盘有缩水的趋势。城市市场一直是各饮料商家的必争之地。近年来，在城市中竞争随之越演越烈，大规模的广告投入，激烈的价格促销，最终没有形成企业效益，反而造成了目前厂商赔钱赚吆喝，消费者观望心理强烈的局面。同时，除了现有的可口可乐和百事可乐这些老牌大公司外，新近崛起的一些本地汽水也在分割着这个本就不再增加的市场份额。因此，新的饮料增长途径，对于现有的饮料企业来说，，是增加效益的有效途径。农村人口众多，未来消费潜力巨大，不管是对于软饮料企业，还是其他行业的企业来说，都无异于一个巨大的机会。但农村市场具有地域宽广，人口密度较低，人口收入不均衡，信息接受面窄等客观条件，导致拓展农村市场和城市市场的套路必然是截然不同的。本文主要结合了营销管理及市场营销学的理论知识，利用可口可乐“4A”的理论，通过大量的数据调研和二手数据资料查阅，从而得出农村拓展的有效途径和方法，并总结形成一套完整的农村市场拓展的方案。对于整个行业在农村市场的营销有个借鉴和参考作用。
[Abstract]:China has always been a big agricultural country. The rural population accounts for nearly 60 percent of the country's total population. Since the 16th National Congress, the central government has put forward the strategic goal of prospering the rural economy and speeding up the urbanization process. Under the guidance of this strategic goal, the state has introduced a series of subsidy policies for the benefit of the people. In 2012, the per capita net income of rural residents reached 7917 yuan, a real increase of 10.7 percentage points, 2.9 percentage points higher than the real growth rate of GDP, which continued the good momentum of rapid growth. The economic development and prosperity of the rural market has accelerated the development of rural urbanization. With the improvement of transportation, the increase of industrial investment and the improvement of employment and education, this series of changes will bring about the improvement of rural consumption level. At present, rural food consumption expenditure accounted for the total national expenditure 42. For any enterprise, will be a huge consumption potential market. For the soft drinks industry, while double-digit growth has been recorded in previous years, the latest Nielsen data show that the overall market for drinks has shrunk in 13 years. The city market has always been a necessary place for beverage merchants. In recent years, the competition in the city has become more and more intense, the large-scale advertisement investment, the intense price promotion, finally did not form the enterprise benefit, but caused the present manufacturer to lose money to earn the cry, the consumer wait-and-see psychology intense situation. Meanwhile, in addition to existing established companies such as Coca-Cola and Pepsi, some of the newly rising local sodas are splitting up a market share that is no longer growing. Therefore, the new way of beverage growth, for the existing beverage enterprises, is an effective way to increase efficiency. The rural population is large, the future consumption potential is huge, whether for soft drinks companies, or other industries, is no less than a huge opportunity. But the rural market has the objective conditions such as wide area, low population density, unbalanced population income, narrow information acceptance, etc., which leads to a completely different way to expand the rural market and the urban market. This paper mainly combines the theoretical knowledge of marketing management and marketing, using the theory of Coca-Cola "4A", through a lot of data research and second-hand data reference, and then obtains the effective ways and methods of rural development. And summed up a complete set of rural market development program. For the entire industry in the rural market marketing has a reference and reference role.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F416.82;F274

【共引文献】