娃哈哈集团营销策略研究

****大学毕业设计题目：娃哈哈集团营销策略研究院、系：姓名：指导教师：系主任：2013年6月8日-I-娃哈哈集团的销策略研究摘要进入二十一世纪以来，我国的民营企业发展迅速，软饮料行业繁荣是民营企业昌盛的一个缩影。在这一市场上，作为国内饮料企业的娃哈哈应如何制定有效的管理和营销策略，提高公司管理效率以及产品的市场占有率是企业管理者应该关注的课题。本文以娃哈哈公司为对象，针对管理和营销工作中的实际情况，综合运用SWOT分析方法以及品牌延伸等相关管理和营销理论，通过对公司内外部环境分析，识别出公司面临的机会与威胁以及相对于竞争对手的优势、劣势，最终提出公司的管理策略和营销策略的改进方向。本论文共包括四个部分，其中第一部分主要就论文选题的背景及意义、国内外研究现状和研究思路进行简要说明；第二部分就娃哈哈集团发展演化之路与战略定位进行阐述及梳理；第三部分运用SWOT分析对公司的管理模式与营销模式行了详尽的分析；第四部份是对娃哈哈集团管理策略和营销策略改进提出建议。本文系统地构建了娃哈哈集团的管理体系和营销体系，其中既有管理模式和营销模式分析框架，也有明确的改进方向，可以为饮料行业乃至快速消费品企业管理策略和营销策略制执行提供参考。关键词管理策略；营销策略；娃哈哈集团-II-ResearchontheMarketingStrategyofWahahaGroupAbstractEnterthetwenty-firstcentury,China'sprivateenterprisesdevelopedrapidly.Softdrinksindustryprosperityistheexampleoftheprosperityofprivateenterprises.Inthesoftdrinkmarket,WahahaGroupasDomesticbeveragebusinessshouldbehowtodevelopeffectivemanagementandmarketingstrategythatwillimprovetheefficiencyofcorporategovernanceandproductmarketshare,managersshouldbeconcernedabouttheissue.ThispaperbasedonWahahaGroup,targetedtheactualmanagingworkandmarketingwork,usedZtheory,SWOTanalysisaswellasbrandextensionandotherrelatedmanagementandmarketingtheory,throughthecompany'sexternalandinternalenvironmentanalysis,hasidentifiedtheopportunitiesandthreats,advantagesanddisadvantagecomparedtocompetitorsthecompanyfacewith,finallydecidetheimprovingdirectionofmanagementstrategyandmarketingstrategy.Thispaperincludessevenparts.Thefirstpart,onthemaintopicsofthepaper’sbackgroundandmeaning,researchconditionathomeandabroadandstudyideasforabriefdescription;Thesecondpart,descripttheroadofWahahaGroupdevelopmentandthestrategicpositioning.Thethirdpart,usedZtheoryandSWOTanalysistoanalysisthemanagingsituationandmarketingsituation;Thefourthpart,descriptthemanagementandmarketingproblems,aswellastheinfluencefactors.Thefifthpart,bydrawingonrelevantexperienceathomeandabroadtogetinspiration.Thesixthpart,makerecommendationstoimprovemanagementstrategymarketingstrategyofWahahaGroup.Theseventhpartistheconclusionofthisthesis,whichsummarizedthepracticalproblemsthepaper-III-solvedbyapplicationofthetheoreticalknowledgeandotherproblemswhichstillneedfurtherstudyanddiscussion.ThispapersystematicallyconstructedWahahamanagingstrategyandmarketingstrategy,includingbothmanagingandmarketingframeworkforstrategicanalysis,andaclearsystemstrategicplanofaction,justasareferenceforthebeverageindustryandeventheFMCGindustryenterprise'smarketingstrategyformulationandimplementation.KeywordsManagementstrategy；Marketingstrategies；Softdrink；WahahaGroup-IV-目录摘要......................................................................................................................IAbstract...............................................................................................................II第1章绪论........................................................................................................11.1研究背景...................................................................................................11.2研究目的及意义.......................................................................................11.3国内外研究现状.......................................................................................11.3.1国外研究现状....................................................................................11.3.2国内研究现状....................................................................................21.4研究内容及研究方法...............................................................................3第2章娃哈哈集团发展演化与战略定位........................................................42.1娃哈哈集团发展演化之路.......................................................................42.1.1背景分析............................................................................................42.1.2演化之路............................................................................................42.2娃哈哈集团战略定位...............................................................................62.2.1娃哈哈集团概述................................................................................62.2.2娃哈哈集团战略定位及分析............................................................7第3章娃哈哈集团营销策略分析及制定........................................................93.1营销策略分析...........................................................................................93.1.1SWOT分析框架.................................................................................93.1.2娃哈哈集团营销策略SWOT分析.................................................103.2娃哈哈集团营销策略制定.....................................................................14第4章娃哈哈集团营销对策实施..................................................................154.1A治理转型期管理模式弊端..................................................................154.2品牌延伸模式弊端.................................................................................154.3联销体销售模式弊端.............................................................................174.4娃哈哈集团营销对策及建议.................................................................18结论..........................................................................