娃哈哈饮料徐州市场营销策略研究

I摘要随着经济的发展和人民生活水平的不断提高，人们的生活方式和消费水平都发生了极大的变化。饮料产品这种快速消费品己成为城乡居民生活必需品的重要组成部分，其需求量也逐渐增大，这在一定程度上带动了我国饮料行业的发展。在饮料行业快速发展和成熟的同时，市场竞争也日益激烈，如何制定有效的市场营销策略，扩大企业产品的市场份额成为企业发展的首要问题。本文以娃哈哈饮料徐州市场业务为研究对象，以市场营销理论为基础，根据娃哈哈饮料徐州市场的实际情况和发展现状，综合运用分析法和波特五种力量模型等相关营销理论分析娃哈哈企业的内部环境和外部环境，从娃哈哈的产品策略、价格策略、渠道策略和促销策略等方面对徐州市场的市场营销策略进行解析，并提出改进建议和优化方案，从而为娃哈哈饮料的徐州市场营销策略提供可操作依据，也为其他企业的营销策略的制定提供了借鉴和启示。本论文共分为七部分。第一部分主要就论文的研究背景、研究目的和研究意义、国内外研究现状以及研究思路等进行简要介绍；第二部分对与本文相关的营销理论进行阐述及梳理，主要包括营销理论、市场细分、目标市场和定位理论、体验营销理论、网络营销理论和绿色营销理论等；第三部分对娃哈哈饮料的营销基础条件进行分析，通过分析方法和波特的五力模型分析法对娃哈哈的内外部环境和相关行业环境进行分析，总结了娃哈哈目前所面临的优势与劣势、机会与威胁。第四部分从徐州市场的宏观环境和消费者行为分析以及徐州饮料市场竞争格局三个方面对娃哈哈饮料徐州市场的营销环境进行了详尽的分析；第五部分是营销策略解析部分，重点对娃哈哈公司的目标市场选择、定位策略、产品策略、价格策略、渠道策略和促销策略进行了分析和研究；第六部分是娃哈哈饮料徐州市场营销策略的改进建议；第七部分是本论文的结论部分，总结了本论文运用理论知识所解决的实际问题和有待进一步研究和探讨的问题。本文在分析娃哈哈饮料市场营销环境的基础上，系统地构建了娃哈哈饮料徐州市场的市场营销策略，可以为饮料行业的其他企业营销策略的制订与实施提供参考依据。关键词：娃哈哈集团；饮料；营销环境；市场营销策略IIABSTRACTWiththedevelopmentofeconomyandthecontinuousimprovementofpeople'slivingstandard,people'slifestyleandconsumptionlevelhavegreatlychanged.Beverageproduct,asafast-movingconsumergoodshasbecomeanimportantpartofthenecessitiesofhumanlifeandthedemandofithasalsograduallyincreased,whichtosomeextenthasleadtothedevelopmentofbeverageindustryin.China.Undertherapiddevelopmentandmaturity..ofbeverageindustry,themarketcompetitionisincreasinglyfierce.Howtomakeeffectivemarketingstrategyandexpandthemarketshareofenterpriseproductsbecomesaprimary.issueinthedevelopmentofenterprises.Wahahagroupwasfoundedin1987.After20yearsofdevelopment,itnowbecomesalarge-scalefoodandbeverageenterprisewiththeproductofninecategoriesaboutmorethan1SOvarieties.Theyare：milkbeverage,carbonateddrinks,teadrinks,bottledwater,juice,beverage,cannedfood,medicine,healthfood,leisurefoodandinfantmilkpowder.AsChina'slargestbeverageenterprise,Wahahadevelopedrapidly,atthesametime,theenterprisemarketingstrategyisalsofacingwithmanychallenges.ThispapermakesresearchofXuZhoumarketoperationsofWahahadrinks.OnthebasisofmarketingtheoryandaccordingtotheactualsituationanddevelopmentofWahahadrinks,weusemarketingtheorysuchasSWOTandFiveForcesModelOfCompetitiontomakeanalysisoftheinsideandoutsideenvironmentofWahahacompanyAlsoweputforwardthesuitablemarketingstrategyaswellastheimplementationsuggestionandoptimizationschemeofWahahadrinksonthebasisofproductstrategy,pricestrategy,channelstrategyandpromotionstrategy.ItcanalsoprovidethereferenceandrevelationforXuZhoumarketingstrategyofWahahacompanyandothercompanies.Thispaperisdividedintosevenparts.Thefirstpartmainlyfocusontheresearchbackground,researchpurposeandresearchsignificanceaswellasresearchactualityandresearchideas；Thesecondpartelaboratesthemarketingtheory,mainlyincluding4Psmarketingtheory,STPtheory,experiencemarketingtheory,networkmarketingtheoryandgreenmarketingtheory,etc.；ThethirdpartanalysestheinternalandexternalenvironmentofWahahadrinksaswellasWahaha'sadvantages,disadvantagesopportunitiesandthreatsbyusingSWOTanalysisIIIandFiveForcesModelofCompetition;Thefourthpartanalysesthemarketingenvironmentrespectivelyfromtwoaspects：macroenvironmentandconsumerbehavioranalysis;Thefifthpartisthemarketingstrategypart.BasedontheanalysisofmarketingenvironmentandbasicconditionsandaccordingtothecharacteristicsoftheWahahadrinks,thispapermakesanalysisoftheproductstrategy,pricestrategy,channelstrategyandpromotionstrategyofWahahadrinks;ThesixthpartisabouttheimplementationsuggestionandsupportingmeasuresofWahaha'smarketingstrategyoftheimplementationoftherecommendationsandmeasures;Theseventhpartistheconclusionpartofthisthesis.ItsumsupmarketingtheoryunderthebasisofcurrentmarketingsituationinXuZhoucityandrisessomequestionsandproblemswhichareremainedtobediscussedinthefuture.ThisthesismakessuggestionsonmarketingstrategyofWahahadrinksinXuZhoucitybasedontheanalysisofmarketingenvironment.Itprovidesareferencebasisforthestrategyformulationandimplementationofotherenterprises.Keywords：Wahahagroup;drinks;marketingenvironment;marketingstrategyIV目录1绪论.............................................................................................................................11.1研究背景...........................................................................................................11.2论文的研究目的与意义...................................................................................21.2.1研究目的........................................................................................................21.2.2研究意义........................................................................................................21.3论文的研究思路与研究框架...........................................................................31.3.1研究思路........................................................................................................31.3.2研究框架........................................................................................................31.3.3研究方法........................................................................................................42娃哈哈饮料营销基础条件分析..............................................................