資源描述：
《娃哈哈啟力飲料的營(yíng)銷策略分析（畢業(yè)論文）》由會(huì)員上傳分享，免費(fèi)在線閱讀，更多相關(guān)內(nèi)容在工程資料-天天文庫。
1、摘要-2Abstract-3引言-4一、娃哈哈公司及啟力飲料簡(jiǎn)介-4（-）娃哈哈公司簡(jiǎn)介-4（二）中國(guó)飲料市場(chǎng)的現(xiàn)狀-5（三）娃哈哈啟力飲料的上市-5二、娃哈哈啟力飲料的SWOT分析-6（―）優(yōu)勢(shì)-6（-）劣勢(shì)-6（三）機(jī)會(huì)-7（四）威脅-7三、哈哈啟力飲料的營(yíng)銷策略分析-8（-）產(chǎn)品策略-8（-）促銷策略-9四、啟力飲料存在的問題和解決辦法?11（-）娃哈哈啟力飲料存在的問題-11（-）娃哈哈啟力飲料的對(duì)策和建議-11結(jié)論-13參考文獻(xiàn)-14致謝-15娃哈哈啟力飲料的營(yíng)銷策略分析伴隨改革開放和經(jīng)濟(jì)全球化的腳步，我國(guó)
2、飲料行業(yè)發(fā)展速度快，產(chǎn)量和消費(fèi)量也都快速增長(zhǎng)。功能性飲料是最近幾年發(fā)展比較快的一個(gè)飲料行業(yè)的細(xì)分市場(chǎng)，面對(duì)這不斷推陳出新的市場(chǎng)環(huán)境，娃哈哈集團(tuán)以其自身的優(yōu)勢(shì)和實(shí)力，在最近推出了一款新型的功能飲料,娃哈哈啟力飲料。并且以“喝啟力，添動(dòng)力”以及“提高免疫力，不含防腐劑”等新穎的廣告詞吸引了很多消費(fèi)者。本論文主要是以市場(chǎng)營(yíng)銷學(xué)的基本理念和基本方法為寫作基礎(chǔ)，同時(shí)綜合運(yùn)用市場(chǎng)營(yíng)銷的相關(guān)理論和SWOT分析工具，對(duì)娃哈哈新推出的啟力飲料在市場(chǎng)上的營(yíng)銷策略進(jìn)行研究分析。本文首先介紹了娃哈哈集團(tuán)的經(jīng)營(yíng)背景和啟力飲料產(chǎn)品的簡(jiǎn)介。其次，
3、介紹的是娃哈哈啟力飲料所而臨的機(jī)會(huì)和威脅，運(yùn)用的是SWOT分析法。在此基礎(chǔ)上，結(jié)合市場(chǎng)營(yíng)銷戰(zhàn)略理論，提出娃哈哈啟力飲料的營(yíng)銷策略，即廣告策略、促銷策略、網(wǎng)絡(luò)策略、品牌創(chuàng)新策略等。最后，根據(jù)娃哈哈啟力飲料的不足，提出幾點(diǎn)建議，主要意見有：準(zhǔn)確定位、實(shí)施差異化品牌戰(zhàn)略、提升品牌形象以及提高產(chǎn)品，希望本文的研究結(jié)論能為哇哈哈啟力飲料帶來實(shí)際參考價(jià)值。關(guān)鍵詞：娃哈哈集團(tuán)；啟力飲料；營(yíng)銷策略；SWOTAnalysisofWahahaQilibeveragemarketingstrategyAbstractWiththerefo
4、rmandopeningupandeconomicglobalization,thedevelopmentspeedofChina'sbeverageindustryrapidly,productionandconsumptionarerapidgrowth.Functionalbeverageisabeverageindustryfastdevelopmentinrecentyearsthemarketsegments,Facingtheconstantlybringforththenewthroughtheold
5、marketenvironment,WahahaGroupwithitsownadvantagesandstrengthsjntherecentlylaunchedanewtypeoffunctionalbeverage,WahahaQilibeverage.Andtondrinkopeningforce,addpower”and''improveimmunity,advertisementdoesnotcontainpreservatives11andothernoveltoattractalotofconsume
6、rs?Thispaperisabasicconceptinmarketingandbasicmethodsforwritingbasis,AtthesametimebyapplyingthetheoriesofmarketingandSWOTanalysistools,ResearchandanalysisofWahaha'snewQilibeveragemarketingstrategyinthemarket.ThispaperfirstintroducestheWahahaGroupbusinessbackgro
7、undandQilibeverageproductintroduction.Secondly,introducestheWahahaQilibeveragefacingopportunitiesandthreats,istheuseofSWOTanalysismethod.Onthisbasis,combinedwiththemarketingstrategytheory,theWahahaQilibeveragemarketingstrategy,Theadvertisingstrategy,promotionst
8、rategy,networkstrategy,brandinnovationstrategy.Finally,accordingtodeficiencyofWahahaQilibeverage,andputsforwardsomesuggestions,themainopinions:Accuratepositioning,theimpleme
