崂山矿泉水公司营销策略研究

发布时间：2018-03-12 16:00

本文选题：矿泉水　切入点：营销策略　出处：《中国海洋大学》2009年硕士论文　论文类型：学位论文

【摘要】： 曾经作为“国水”的崂山矿泉水,是中国矿泉水的鼻祖,由于自身管理存在众多问题,曾一度衰败沦落为地方品牌,本文阐述市场营销战略的相关理论的基础上,理论联系实际,通过对青岛崂山矿泉水进行SWOT分析,发现青岛崂山矿泉水作为一个百年老字号品牌,在资源、知识和能力等方面同时具有不可模仿、难以替代的优势,寻找一个一个有效、可行的突破口,可使“崂山矿泉水”成为高端矿泉水市场的世界知名品牌,试图在营销战略理论框架的基础上,通过分析其实践经验,总结出其中的规律,以供矿泉水行业参考。本文共分为七章。第一章是绪论,介绍选题背景、研究意义和研究的内容和方法。第二章相关市场营销理论概述。主要介绍了市场营销的相关理论:市场细分、目标市场和定位理论、市场营销组合理论、关系营销理论、品牌管理理论、竞争战略理论。第三章简单介绍了饮料行业状况分析。主要介绍了饮料行业的发展状况与趋势、矿泉水市场的发展状况与趋势、崂山矿泉水市场的发展状况。第四章是关于崂山矿泉水市场营销的环境分析。主要分析了崂山矿泉水的宏观环境、产业环境,并在此基础上,利用了SWOT的分析工具,分析了崂山矿泉水的市场竞争战略以及它的市场地位策略。第五章是目前的崂山矿泉水的内部条件分析。主要进行了崂山矿泉水目前的营销策略与效果分析、崂山矿泉水的资源和能力分析及SWOT分析。第六章是崂山矿泉水的营销策略研究,是本论文的重点和关键。主要分析了关于市场营销网络的建立及维护,和包括产品、包装、价格、分销、广告、促销、公关、网络等多种营销组合策略。第七章是崂山矿泉水营销策略的实施。主要从组织结构设计、崂山矿泉水文化建设、人才工程建立来分析,旨在让本土企业能从中得到受到启发,获得受益。
[Abstract]:Laoshan mineral water, once as "Guoshui", is the originator of Chinese mineral water. Because of many problems in its own management, Laoshan mineral water once declined to become a local brand. Based on the relevant theories of marketing strategy, Combining theory with practice, through SWOT analysis of Laoshan mineral water in Qingdao, it is found that Qingdao Laoshan mineral water, as a famous brand of a hundred years old, has an irreproducible and irreplaceable advantage in resources, knowledge and ability at the same time. In order to find an effective and feasible breakthrough, Laoshan mineral water can become a world famous brand in high-end mineral water market. Based on the theoretical framework of marketing strategy and through analyzing its practical experience, the author tries to sum up the rules among them. For the reference of mineral water industry. This paper is divided into seven chapters. The first chapter is the introduction, introducing the background of the topic, the significance of the research and the content and methods of the research. The second chapter is an overview of the relevant marketing theory. Objective market and positioning theory, marketing combination theory, relationship marketing theory, brand management theory, competition strategy theory. The development and trend of mineral water market and the development of Laoshan mineral water market. Chapter 4th is an environmental analysis on the marketing of Laoshan mineral water. The macro environment and industrial environment of Laoshan mineral water are mainly analyzed, and on this basis, Using the SWOT analysis tool, This paper analyzes the market competition strategy and market position strategy of Laoshan mineral water. Chapter 5th is the internal condition analysis of Laoshan mineral water at present. Chapter 6th is the marketing strategy research of Laoshan mineral water, which is the key and key of this paper. It mainly analyzes the establishment and maintenance of marketing network, including products, packaging, etc. Price, Distribution, Advertising, Promotion, Public Relations, Network and other Marketing combination Strategies. Chapter 7th is the implementation of Laoshan mineral water marketing strategy. It is mainly analyzed from organizational structure design, Laoshan mineral water culture construction, talent engineering establishment, etc. The aim is to inspire and benefit local companies.
【学位授予单位】：中国海洋大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F274;F426.82

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