康师傅饮料业务营销策略研究
发布时间：2018-12-14 08:23
【摘要】： 随着以“产品为中心”的营销观念向“以顾客为中心”的营销观念的转变,企业营销工作的重点不再是为产品找到合适的顾客,而是为顾客设计合适的产品,这为企业的营销工作提出了新的挑战。同时,由于饮料行业进入壁垒较低,生产厂家越来越多,产品同质化越来越强,市场竞争越来越激烈。因此,正确的经营理念,得当的营销战略与策略就显得愈加重要。康师傅控股有限公司在饮料市场具有较为突出的表现,总结其营销经验,对其它相关企业有着重要的借鉴意义。 本论文从“目标营销”、“定位”和“策略”三个层面,对康师傅饮料业务的营销策略进行系统总结、分析,认为康师傅饮料之所以取得国内饮料行业领导品牌的地位,首先得力于其坚持目标营销的经营理念,在有效细分市场基础上确立合适的目标市场,进而将品牌的特性与目标消费者的目标相结合,对每一款产品进行准确的品牌定位。在其指导下,制定并实施有效的策略手段,坚持“尊重、参加、生活、健康”的产品研发方针,适时推出针对目标消费者的、高品质的产品;借助强势媒体,运用以广告为主的整合营销传播策略,使产品迅速在消费者心中占据独特的位置;最重要的是,康师傅饮料实行“渠道精耕”策略,在核心城区进行业务精耕,压缩渠道层级,减少销售环节,缩短销售周期,直接渗透到渠道中间,并与经销商结成战略联盟,共同面对竞争,从而取得终端致胜的营销目标。 康师傅饮料业务营销经验对相关企业的启示在于:营销需要目标营销、定位和策略等三个层面的有机结合,“目标营销”是企业营销的根本理念,为品牌定位确定基本方向,奠定坚实的基础;“定位”是关键,建立与竞争对手相区别的优势;“策略”是实现营销目标的基本手段和保障;同时,针对具体企业,由于不同企业面临的环境和自身状况不同,营销策略的侧重点要根据实际情况进行调整。
[Abstract]:With the change from "product-centered" marketing concept to "customer-centered" marketing concept, the focus of enterprise marketing is no longer to find the right customer for the product, but to design the right product for the customer. This for the enterprise's marketing work put forward a new challenge. At the same time, due to the low barriers to entry of beverage industry, more and more manufacturers, product homogenization, market competition is becoming more and more fierce. Therefore, the correct management idea, the proper marketing strategy and strategy appears to be more and more important. Kang Shifu Holdings Co., Ltd. has outstanding performance in beverage market. Summarizing its marketing experience is of great significance to other related enterprises. This paper systematically summarizes and analyzes the marketing strategies of the beverage business from the three levels of "target marketing", "positioning" and "strategy", and points out that the reason why Kang Shifu drinks has gained the leading brand status in the domestic beverage industry. First of all, by adhering to the management concept of target marketing, we can establish a suitable target market on the basis of effective market segmentation, and then combine the characteristics of the brand with the target consumer's goal, and make an accurate brand positioning for each product. Under its guidance, formulate and implement effective strategic means, adhere to the "respect, participation, life, health" product research and development policy, timely introduction of targeted consumers, high-quality products; With the help of the powerful media and the integrated marketing and communication strategy based on advertising, the products can quickly occupy a unique position in the minds of consumers; The most important thing is that the "channel fine ploughing" strategy has been adopted by Kang Shifu Beverage, in the core urban areas, to carry out business fine tillage, to reduce channel levels, to reduce sales links, to shorten sales cycles, to penetrate directly into the middle of the channels, and to form strategic alliances with dealers. Face the competition together, thus obtain the marketing target that the terminal wins. The enlightenment of Kang Shifu's beverage marketing experience to the related enterprises lies in: marketing needs the organic combination of target marketing, positioning and strategy, "target marketing" is the fundamental concept of enterprise marketing, and the basic direction for brand positioning is determined. Lay a solid foundation; "position" is the key to establish the advantage of differentiating from the competitors, and "strategy" is the basic means and guarantee to achieve the marketing goal. At the same time, the emphasis of marketing strategy should be adjusted according to the actual situation because different enterprises are faced with different environments and their own conditions.
【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
本文编号：2378281
[Abstract]:With the change from "product-centered" marketing concept to "customer-centered" marketing concept, the focus of enterprise marketing is no longer to find the right customer for the product, but to design the right product for the customer. This for the enterprise's marketing work put forward a new challenge. At the same time, due to the low barriers to entry of beverage industry, more and more manufacturers, product homogenization, market competition is becoming more and more fierce. Therefore, the correct management idea, the proper marketing strategy and strategy appears to be more and more important. Kang Shifu Holdings Co., Ltd. has outstanding performance in beverage market. Summarizing its marketing experience is of great significance to other related enterprises. This paper systematically summarizes and analyzes the marketing strategies of the beverage business from the three levels of "target marketing", "positioning" and "strategy", and points out that the reason why Kang Shifu drinks has gained the leading brand status in the domestic beverage industry. First of all, by adhering to the management concept of target marketing, we can establish a suitable target market on the basis of effective market segmentation, and then combine the characteristics of the brand with the target consumer's goal, and make an accurate brand positioning for each product. Under its guidance, formulate and implement effective strategic means, adhere to the "respect, participation, life, health" product research and development policy, timely introduction of targeted consumers, high-quality products; With the help of the powerful media and the integrated marketing and communication strategy based on advertising, the products can quickly occupy a unique position in the minds of consumers; The most important thing is that the "channel fine ploughing" strategy has been adopted by Kang Shifu Beverage, in the core urban areas, to carry out business fine tillage, to reduce channel levels, to reduce sales links, to shorten sales cycles, to penetrate directly into the middle of the channels, and to form strategic alliances with dealers. Face the competition together, thus obtain the marketing target that the terminal wins. The enlightenment of Kang Shifu's beverage marketing experience to the related enterprises lies in: marketing needs the organic combination of target marketing, positioning and strategy, "target marketing" is the fundamental concept of enterprise marketing, and the basic direction for brand positioning is determined. Lay a solid foundation; "position" is the key to establish the advantage of differentiating from the competitors, and "strategy" is the basic means and guarantee to achieve the marketing goal. At the same time, the emphasis of marketing strategy should be adjusted according to the actual situation because different enterprises are faced with different environments and their own conditions.
【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
【引证文献】
相关博士学位论文 前1条
1 陈苏;顶新集团（康师傅）企业史研究[D];南京大学;2011年
相关硕士学位论文 前2条
1 张金花;时空视角的瓶装水市场竞争研究[D];北京交通大学;2011年
2 温敏惠;泰国工艺品昆明市场的营销策略研究[D];昆明理工大学;2012年
，本文编号：2378281
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