基于错位竞争的XX饮料公司营销策略研究
发布时间：2019-05-31 15:13
【摘要】：中国饮料行业伴随着改革开放而诞生，经过三十几年的发展壮大，我国饮料市场也不断的趋于成熟和稳定。商家的市场营销观念也在发生变化，逐渐从过去以传统产品为中心的销售转向以消费者为中心的销售，注重的已经不仅仅是生产合适的产品给合适的顾客，而是更加注重消费者的需求，设计出符合消费者需要的产品，这也是市场竞争的结果，同时也给企业提出了新的调整。另外，由于饮料行业进入门槛低，导致很多企业都很轻易就进入饮料市场，这样就会出现严重的同质化现象，竞争也越来越残酷、激烈。饮料行业广阔的市场前景以及高度的市场化，不仅涌现了许多国内的生产企业，同时也吸引了一批国际饮料巨头的进入。当前国内饮料市场出现了商业巨头快速扩张的现象，同时还大量涌现了一些奇特的草本植物原料，并提出了以绿色养生为特点的新产品。显然饮料不仅要突破它传统的解渴作用，还要达到能满足人们解毒、降火、提高免疫力、远离亚健康等各种保健作用，由此功能性饮料应运而生，根据消费者对功能性饮料的不同理解，各种不同功能的功能性饮料达到满足不同消费群体的需要，从而创造了强大的市场机遇。 本研究总共分6个部分，首先分析了本文的研究背景、目的、意义并提出了需要研究的内容和实行的研究方法；其次是本文的研究综述，涉及的内容主要关于国内外相关市场营销理论，竞争战略理论以及目前国内的研究现状和发展趋势；第三部分在介绍XX饮料公司的基础上，结合波特五力模型和SWOT分析法深入分析XX公司饮品的目前所具有的优势、劣势以及在同行中的态势等情况；第四部分通过详细的市场调查研究准确的提出了XX饮品市场细分、目标市场与市场定位；第五部分从产品、价格、促销、渠道等几个方面提出了XX饮料公司错位竞争的营销策略；最后一部分为全文的总结。 通过对XX饮料错位竞争战略的研究，，对相关企业的启示在于：在当今竞争激烈的饮料市场，需要清晰的找出适合企业经营的目标市场，将市场的选择、定位和竞争战略三个元素进行有机结合。目标市场是企业经营的方向与根本理念，为品牌定位奠定坚实的基础；准确的市场定位尤其重要，要制定出区别于竞争对手的优势产品；竞争战略的基本手段就是要保证实现企业经营的目标。同时，企业的市场营销和竞争战略重点就是要根据实际情况来调整企业自身所面临的不同的具体环境。
[Abstract]:China's beverage industry was born with the reform and opening up. After more than 30 years of development and growth, China's beverage market is also constantly mature and stable. The marketing concept of merchants is also changing, gradually changing from traditional product-centered sales to consumer-centered sales, focusing on more than just producing suitable products to the right customers. Instead, it pays more attention to the needs of consumers and designs products that meet the needs of consumers, which is also the result of market competition, and also puts forward new adjustments to enterprises. In addition, because of the low entry threshold of the beverage industry, many enterprises can easily enter the beverage market, so there will be serious homogenization, and the competition is becoming more and more cruel and fierce. The broad market prospect and high marketization of the beverage industry have not only emerged many domestic production enterprises, but also attracted a number of international beverage giants. At present, the phenomenon of rapid expansion of commercial giants has appeared in the domestic beverage market, at the same time, a large number of strange herbal raw materials have emerged, and new products characterized by green health preservation have been put forward. Obviously, drinks should not only break through its traditional thirst-relieving effect, but also satisfy people's detoxification, reduce fire, improve immunity, stay away from sub-health and other health care functions, thus functional drinks emerge as the times require. According to consumers' different understanding of functional drinks, functional drinks with different functions can meet the needs of different consumer groups, thus creating strong market opportunities. This study is divided into six parts. Firstly, the research background, purpose and significance of this paper are analyzed, and the contents and methods to be studied are put forward. Secondly, it is the summary of this paper, which is mainly about the relevant marketing theory at home and abroad, the theory of competitive strategy, as well as the current research status and development trend in China. The third part, on the basis of introducing XX Beverage Company, combined with Porter five-force model and SWOT analysis method, deeply analyzes the advantages, disadvantages and situation of XX drinks in the same industry. The fourth part accurately puts forward the market segmentation, target market and market positioning of XX drinks through detailed market research. The fifth part puts forward the marketing strategy of misplaced competition of XX beverage company from the aspects of product, price, promotion, channel and so on; the last part is the summary of the full text. Through the study of XX beverage misplaced competition strategy, the enlightenment to related enterprises lies in: in today's fiercely competitive beverage market, it is necessary to clearly find out the target market suitable for enterprise management and choose the market. The three elements of positioning and competitive strategy are combined organically. The target market is the direction and fundamental idea of enterprise management, which lays a solid foundation for brand positioning. Accurate market positioning is particularly important, and it is necessary to formulate superior products that are different from competitors. The basic means of competitive strategy is to ensure the realization of the goal of enterprise management. At the same time, the focus of marketing and competitive strategy of enterprises is to adjust the different specific environment faced by enterprises according to the actual situation.
【学位授予单位】：河北经贸大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.82
本文编号：2489803
[Abstract]:China's beverage industry was born with the reform and opening up. After more than 30 years of development and growth, China's beverage market is also constantly mature and stable. The marketing concept of merchants is also changing, gradually changing from traditional product-centered sales to consumer-centered sales, focusing on more than just producing suitable products to the right customers. Instead, it pays more attention to the needs of consumers and designs products that meet the needs of consumers, which is also the result of market competition, and also puts forward new adjustments to enterprises. In addition, because of the low entry threshold of the beverage industry, many enterprises can easily enter the beverage market, so there will be serious homogenization, and the competition is becoming more and more cruel and fierce. The broad market prospect and high marketization of the beverage industry have not only emerged many domestic production enterprises, but also attracted a number of international beverage giants. At present, the phenomenon of rapid expansion of commercial giants has appeared in the domestic beverage market, at the same time, a large number of strange herbal raw materials have emerged, and new products characterized by green health preservation have been put forward. Obviously, drinks should not only break through its traditional thirst-relieving effect, but also satisfy people's detoxification, reduce fire, improve immunity, stay away from sub-health and other health care functions, thus functional drinks emerge as the times require. According to consumers' different understanding of functional drinks, functional drinks with different functions can meet the needs of different consumer groups, thus creating strong market opportunities. This study is divided into six parts. Firstly, the research background, purpose and significance of this paper are analyzed, and the contents and methods to be studied are put forward. Secondly, it is the summary of this paper, which is mainly about the relevant marketing theory at home and abroad, the theory of competitive strategy, as well as the current research status and development trend in China. The third part, on the basis of introducing XX Beverage Company, combined with Porter five-force model and SWOT analysis method, deeply analyzes the advantages, disadvantages and situation of XX drinks in the same industry. The fourth part accurately puts forward the market segmentation, target market and market positioning of XX drinks through detailed market research. The fifth part puts forward the marketing strategy of misplaced competition of XX beverage company from the aspects of product, price, promotion, channel and so on; the last part is the summary of the full text. Through the study of XX beverage misplaced competition strategy, the enlightenment to related enterprises lies in: in today's fiercely competitive beverage market, it is necessary to clearly find out the target market suitable for enterprise management and choose the market. The three elements of positioning and competitive strategy are combined organically. The target market is the direction and fundamental idea of enterprise management, which lays a solid foundation for brand positioning. Accurate market positioning is particularly important, and it is necessary to formulate superior products that are different from competitors. The basic means of competitive strategy is to ensure the realization of the goal of enterprise management. At the same time, the focus of marketing and competitive strategy of enterprises is to adjust the different specific environment faced by enterprises according to the actual situation.
【学位授予单位】：河北经贸大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.82
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