统一饮料促销策略改进方案研究

发布时间：2018-01-16 16:23

本文关键词：统一饮料促销策略改进方案研究　出处：《华中科技大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着饮料市场竞争的快速发展,品牌之间的竞争日益激烈,如何实现促销的高效管理已经越来越受企业重视。进一步改善现有的促销策略,加大促销管理流程的优化,注重促销人员的有效管理,以增强公司的市场竞争力,成为统一饮料公司的当务之急。本文在总结国内外关于促销管理相关研究成果的基础上,从分析促销方式、促销成效和风险入手,结合统一饮料公司促销管理的实际情况进行案例研究,以寻找促销管理改进方案及其实施保障。论文首先阐述选题背景以及研究的目的与意义,提出论文研究技术路线;其次简要介绍统一饮料的基本情况,分析统一饮料的促销特点,找出统一饮料当前促销管理存在的问题及其原因。在此基础上,论文提出统一饮料促销管理改进方案,包含广告促销的改进、促销工具的整合、网络促销的创新和零售终端促销的改进,并探讨未来统一饮料促销管理发展方向。最后,论文提出了统一饮料促销管理改进方案实施保障,通过对促销方案实施的组织保障、促销策略实施的流程管理和促销改善方案的风险管控,确保改进方案的具体落实,以有效增强促销实效,进而提升统一饮料公司的核心竞争力。本文是促销管理策略的应用性研究,为统一饮料公司确定市场营销战略提供促销策略选择和改进等方面的决策依据;也希望本文的研究结论能为其他企业的促销改善提供参考和借鉴。
[Abstract]:With the rapid development of beverage market competition and the increasingly fierce competition between brands, how to achieve the efficient management of sales promotion has been paid more and more attention by enterprises, and further improve the existing promotion strategy. Increase the optimization of sales promotion management process, pay attention to the effective management of sales personnel, in order to enhance the company's market competitiveness. On the basis of summarizing the domestic and foreign related research results on sales promotion management, this paper starts with the analysis of promotion methods, promotion results and risks. Combined with the actual situation of unified beverage company sales promotion management case study, in order to find the promotion management improvement scheme and its implementation. Firstly, this paper describes the background of the topic and the purpose and significance of the study. Put forward the research technical route of the thesis; Secondly, it briefly introduces the basic situation of unified beverage, analyzes the characteristics of unified beverage promotion, and finds out the problems and causes of the current promotion management of unified beverage. This paper proposes a unified beverage promotion management improvement plan, including the advertising promotion improvement, the promotion tool integration, the network promotion innovation and the retail terminal promotion improvement. Finally, the paper put forward the unified beverage promotion management improvement program implementation guarantee, through the promotion plan implementation organization guarantee. Process management of sales promotion strategy implementation and risk management of promotional improvement program to ensure the concrete implementation of the improvement plan to effectively enhance the effectiveness of sales promotion. This paper is the application research of the promotion management strategy, and provides the decision basis of the promotion strategy selection and improvement for the unified beverage company to determine the marketing strategy. I also hope that the conclusions of this paper can provide reference and reference for other enterprises to improve sales promotion.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.82

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