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《娃哈哈飲料濰坊市場營銷策略研究》由會員上傳分享，免費在線閱讀，更多相關(guān)內(nèi)容在教育資源-天天文庫。
1、坊市場的市場營銷策略，可以為飲料行業(yè)的其他企業(yè)營銷策略的制訂與實施提供參考依據(jù)。關(guān)鍵詞：娃哈哈集團飲料營銷環(huán)境市場營銷策略THEMARKETINGSTRATEGYSTUDY0NDRINKSOFWrAHAHACOMPANYINWEIFANGABSTRACTWiththedevelopmentofeconomyandthecontinuousimprovementofpeople’Slivingstandard，people’8lifestyleandconsumptionlevelhavegreatlychanged·Bevera
2、geproduct，asafast-movingconsumergoodshasbecomeanimportantpartofthenecessitiesofhumanlifeandthedemandofithasalsograduallyincreased，whichtosomeextenthasleadtothedevelopmentofbeverageindustryinChina．Undertherapiddevelopmentandmaturityofbeverageindustry,themarketcompetit
3、ionisincreasinglyfierce．Howtomakeeffectivemarketingstrategyandexpandthemarketshareofenterpriseproductsbecomesaprimaryissueinmedevelopment～ofenterprises．WahahagroupWasfoundedin1987．After20yearsofdevelopment，itnowbecomesalarge．scalefoodandbeverageenterprisewiththeprodu
4、ctofninecategoriesaboutmorethan150varieties．Theyare：milkbeverage，carbonateddrinks，．teadrinks，bottledwater,juice，beverage，cannedfood，medicine，healthfood，leisurefoodandinfantmilkpowder．AsChina’Slargestbeverageenterprise，Wahahadevelopedrapidly,atthesametime，theenterpris
5、emarketingstrategyisalsofacingwithmanychallenges．ThispapermakesresearchofWeifangmarketoperationsofWahahadrinks．OnthebasisofmarketingtheoryandaccordingtotheactualsituationanddevelopmentofWahahadrinks，weusemarketingtheorysuchasSWOTandFiveForcesModelOfCompetitiontomakea
6、nalysisoftheinsideandoutsideenvironmentofWahahacompany．AlsoweputforwardthesuitablemarketingstrategyaswellastheimplementationsuggestionandoptimizationschemeofWahahadrinksonthebasisofproductstrategy,pricestrategy,channelstrategyandpromotionstrategy．ItCanalsoprovidether
7、eferenceandrevelationforWeifangmark．etingstrategyofWahahacompanyandothercompanies．Thispaperisdividedintosevenparts．Thefirstpartmainlyfocusontheresearchbackground，researchpurposeandresearchsignificanceaswellasresearchactualityandresearchideas；Thesecondpartelaboratesth
8、emarketingtheory,mainlyincluding4Psmarketingtheory,STPtheory,experiencemarketingtheory,networkmarketingtheorygreenmarketingtheory,e
