可口可乐湖北市场汽水新品上市策略研究

发布时间：2018-04-24 07:56

  本文选题：汽水饮料 + 市场分析　； 参考：《大连理工大学》2015年硕士论文

【摘要】：在经济增速放缓而竞争日趋激烈的新中国消费品市场,品牌仅仅凭借所在品类的强劲增长而快速成长的日子已经一去不复返了,想要获得品牌的持续发展,必须倚重有效的营销策略来提升自身的市场份额。可口可乐饮料有限公司一直处于行业里的领导地位,但随着消费者的需求变化、销售渠道的不断发展、竞争品牌的成长壮大,新的竞争品牌不断进入,可口可乐也面临巨大的压力。可口可乐(湖北)饮料有限公司在近几年中,销量增长速度变缓,从2013年开始甚至出现下滑。如何面对挑战,重新实现快速增长,这对公司的管理层提出更高的要求,公司必须在困难中发现机会,不断寻找新的增长点,来实现销售和利润的增长。本文首先对饮料行业环境进行了分析,通过消费者需求变化、渠道现状及竞品情况分析了外部环境,通过品牌价值、产品结构、研发能力、销售网络等方面分析了内部因素,从而得出公司面临的问题和发展机会。通过SWOT分析法对内外部环境进行分析,由外而内明确公司所面临的机会和威胁,发现公司的优势和劣势,并进行综合分析。在目标市场定位和决策方面,运用了市场定位理论,结合前面所得出的结论,按照市场细分、目标市场选择、市场定位三个步骤,制定了新品上市的市场定位和营销策略。在此基础上,依据公司自身资源,通过产品策略、价格策略、渠道策略、促销策略制定出符合市场需求的综合策略,并对营销策略的顺利实施所需的服务和保障进行了说明。
[Abstract]:In the new Chinese consumer goods market, where economic growth is slowing and competition is increasing day by day, the days when brands have grown rapidly only on the basis of strong growth in their respective categories have gone by and gone. They want to achieve sustainable development of the brand. We must rely on effective marketing strategies to increase their market share. Coca-Cola Beverage Co., Ltd. has been in a leading position in the industry, but with the changes in consumer demand, the continuous development of sales channels, the growth and growth of competitive brands, new competitive brands continue to enter. Coke is also under great pressure. Coca-Cola (Hubei) Beverage Co., Ltd. has seen sales growth slow in recent years and even decline since 2013. How to face the challenge and achieve rapid growth again, which puts forward higher requirements to the management of the company, companies must find opportunities in the difficulties, constantly looking for new growth points to achieve sales and profit growth. This paper first analyzes the beverage industry environment, analyzes the external environment through the changes of consumer demand, the current situation of channels and competitive products, and analyzes the internal factors through brand value, product structure, R & D capability, sales network, etc. Thus, the problems and development opportunities faced by the company are drawn. Through the analysis of the internal and external environment by SWOT analysis, the opportunities and threats faced by the company are identified from the outside, the strengths and weaknesses of the company are found, and the comprehensive analysis is carried out. In the aspect of target market positioning and decision making, the market positioning and marketing strategy of new products are formulated according to the three steps of market segmentation, target market selection and market positioning. On this basis, according to the company's own resources, through the product strategy, price strategy, channel strategy, promotion strategy to formulate a comprehensive strategy in line with the market demand, and the smooth implementation of the marketing strategy required by the service and security were explained.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F416.82;F274

【参考文献】

中国期刊全文数据库 前1条

1 刘研,仇向洋;顾客价值理论综述[J];现代管理科学;2005年05期

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本文编号：1795795