可口可乐辽宁（北）公司大卖场营销策略研究

发布时间：2018-01-08 10:08

本文关键词：可口可乐辽宁（北）公司大卖场营销策略研究　出处：《东北大学》2015年硕士论文　论文类型：学位论文

【摘要】：大卖场零售是现代社会最盈利的销售模式之一,而作为世界大国,中国已经成为零售巨头竞争的主战场。目前,沃尔玛、大润发、家乐福及乐购等世界零售巨头在中国开业大卖场门店数已达1000多家。可口可乐公司在中国大卖场的业务己趋向成熟,在这机遇与挑战并存的激烈竞争环境中,企业必须进一步加强营销理念,结合自身实际情况,掌握千变万化的市场信息,制定出一套切实可行的大卖场营销策略。本文经过较多的文献查阅及研读,结合市场营销理论,对可口可乐辽宁(北)公司销售区域范围内的大卖场进行分析,首先从政治环境、经济环境、社会环境和技术环境等影响因素进行深入的分析研究,然后运用"五力模型"对可口可乐公司产品的五种竞争力量进行深入剖析,再运用SWOT矩阵重点分析了可口可乐公司在大卖场渠道的优势、劣势及其所面临的机会和威胁,通过大卖场STP分析,确立出可口可乐辽宁(北)公司在大卖场渠道的目标消费者和产品细分,并从原有产品和新产品两方面进行市场定位。在此基础上,分别从产品策略、价格策略、促销策略三个方面提出可口可乐辽宁(北)公司在大卖场渠道的营销策略,最后制定出一套可行性执行措施,为营销策略的顺利实施提供有利的保障。本研究不但对大卖场自身的发展具有指导意义,而且对其他饮品公司在可口可乐辽宁(北)销售区域内大卖场渠道的发展也具有一定的借鉴作用,同时也为饮料行业在大卖场渠道的后续研究提供了新的思想平台和研究理念,起到了积极的推进作用。
[Abstract]:Hypermarket retailing is one of the most profitable sales modes in modern society, and as a big country in the world, China has become the main battleground of retail giant competition. At present, Wal-Mart, Big Runfa. Carrefour and Tesco have opened more than 1,000 stores in China, where Coca-Cola 's business has matured. In this fierce competition environment where opportunities and challenges coexist, enterprises must further strengthen the marketing concept, combine with their own actual situation, grasp the ever-changing market information. Through more literature review and study, combined with marketing theory, this paper analyzes the sales area of Coca Cola Liaoning (North) Co., Ltd. First of all, from the political environment, economic environment, social environment and technological environment and other factors in-depth analysis and study, and then use the "five forces model" to the Coca-Cola products of the five competitive forces in-depth analysis. Then using the SWOT matrix to analyze the advantages, disadvantages and opportunities and threats of Coca-Cola Company in the big store channel, through the STP analysis of the big store. Establish the target consumers and product segmentation of Coca-Cola Liaoning (North) Company in the big store channel, and from the original products and new products to market positioning. On this basis, respectively from the product strategy. Price strategy, promotion strategy three aspects of Coca-Cola (North) Co., Ltd. (North) in the marketing channel marketing strategy, and finally formulated a set of feasible implementation measures. For the smooth implementation of marketing strategies to provide a favorable guarantee. This study not only for the development of the store itself has a guiding significance. And other beverage companies in the Coca-Cola Liaoning (North) sales area in the development of major sales channels also have a certain reference role. At the same time, it also provides a new thought platform and research idea for the follow-up research of beverage industry in the hypermarket channel, which plays a positive role in promoting.
【学位授予单位】：东北大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F416.82

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