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毕 业 论 文
题 目： 怡泉+C桂林市场营销策略研究 学 院： 专 业： 学生姓名： 学 号： 指导教师：
职 称：
题目类型： 理论研究 实验研究 工程设计 应用研究 软件开发
2014年 6 月 8 日
xxx大学毕业论文
摘 要
营销策略是企业实施战略计划的重要组成部分，是企业管理中重要的环节。在我国企业从生产观念向市场观念的转变过程中，市场营销被提高到了一个前所未有的高度。无数成功的案例告诉我们，制定合适的营销策略，最大限度的运用市场营销的功能，注重实际条件下的营销创新，成为每个企业特别是资源有限的中小企业所必须面临的挑战。
市场营销理论、企业战略管理理论等是本文运用的主要理论工具，国内饮料市场的现实背景作为M企业实施战略的具体环境条件。本文遵从由个性推及到共性，透过现象分析本质，坚持理论联系实际的原则，综合考虑企业实际情况和现实环境条件。按步骤，按阶段，按具体情况，紧跟M企业特点，分析营销策略的制定一般方法和具体方案。
关键词：营销策略；饮料；消费者行为
xxx大学毕业论文
Abstract
Marketing strategy is an important part of the enterprise implementation of the
strategic plan, is an important link in the enterprise management. In our country enterprise change process from production concept tomarketing concept, marketing has been raised to a hitherto unknown height. Numerous success stories tell us, to develop an appropriate marketing strategy, the best use of the functions of marketing, focusing on marketing innovation under actual conditions, become each enterprise especially must face the challenge of the limited resources of small and medium enterprises.
Marketing theory, strategic management theory is the main tool in this paper using the theory of environmental conditions, the realistic background of the domestic beverage market as a strategy for M enterprises. In this
paper,followed by personality extends to the general, through the phenomena of nature, adhere to the principle of linking theory with practice, considering the actual situation of enterprises and realistic conditions. Step by step, stage by stage, according to the specific situation, followed by M enterprises, analyzing the marketing strategy of the general methods and specific scheme.
Key words: beverage；consumer behavior ；marketing strategy
xxx大学毕业论文
目 录
引言 ........................................................................................................................................... 1 1 绪论 ..................................................................................................................................... 2 1.1 研究背景 ....................................................................................................................... 2 1.2研究意义 ........................................................................................................................ 3 2 理论综述 ............................................................................................................................. 3 2.1 软饮料 ........................................................................................................................... 3 2.2 SWOT分析法 .................................................................................................................. 3 2.3 4P营销组合策略 .......................................................................................................... 4 3 怡泉+C市场营销环境分析 ................................................................................................ 5 3.1 国内环境 ....................................................................................................................... 5 3.2桂林市场分析 ................................................................................................................ 6 3 顾客消费行为分析 ........................................................................................................... 10 3.1 调查方案设计 ............................................................................................................. 10 3.2 调查总结 ..................................................................................................................... 20 4 公司自身情况分析 ....................................................................................................... 21 4.2 怡泉+C品牌简介 ........................................................................................................ 22 4.3 营销状况分析 ............................................................................................................. 23 4.4 存在问题和营销策略分析 ......................................................................................... 24 4.4.1 产品策略 .............................................................................................................. 24 4.4.2 分销策略 .............................................................................................................. 24 4.4.3传播策略 ............................................................................................................... 25 4.5 怡泉+C的SWOT分析 .................................................................................................. 25 4.5.1优势(Strength) ..................................................................................................... 25 4.5.2劣势(Weakness) .................................................................................................. 26 4.5.3机会(Opportunity) ................................................................................................ 26
xxx大学毕业论文
4.5.4威胁(Threat) ......................................................................................................... 26 5 “怡泉+C”营销策划 ......................................................................................................... 26 5.1 产品策略 ..................................................................................................................... 26 5.2 定价策略 ..................................................................................................................... 27 5.3 分销渠道 ..................................................................................................................... 28 5.4 促销策略 ..................................................................................................................... 28 5.4.1总体营销计划 ....................................................................................................... 28 5.4.2广告效应强 ........................................................................................................... 30 5.4.3促销宣传 ............................................................................................................... 30 6 结论 ................................................................................................................................... 32 参考文献 ................................................................................................................................. 33 致 谢 ................................................................................................................................. 34 附 录 ..................................................................................................................................... 35