饮料行业新产品营销策略研究(以脉动为例).docVIP

饮料行业新产品营销策略研究 ——以乐百氏新产品脉动为例 专业名称：工商管理硕士 申请人姓名：导师姓名及职称： 答辩委员会 主席： 委员： 答辩日期： 年 月 日 Master of Business Administration Name: Zhou Xiang-dong Supervisor: Deputy Prof. Zhou Yan-feng ABSTRACT At present, Chinese beverage enterprises have made considerable progress in capital operation, brand building, sales management, supply chain combination and new product development. New product development and marketing make important link of gaining advantage among fierce market competition. We can say, the success or failure of beverage new product will influence the development process of an enterprise to a great extent. How one beverage enterprise carries on the marketing plan for its new product with the reasonable theory foundation and scientific marketing tactics? This text explained the strategic management theory and management theory of marketing at first, secondly introduce the situation of Robust Company and analysed the beverage trade, thirdly analysed the new product development strategy of Mizone and carried on market segments and market position for Mizone. At last, the thesis introduced the marketing tactics of Mizone and analysed the marketing result of Mizone. The author discussed the new product marketing tactics of beverage enterprise with Robust Company’s Mizone marketing successful orbit of his personal experience and summarized Mizone’s two successful key marketing factors: scientific market research and accurate market position. So this thesis has cetain reference function to the whole beverage trade of China and every beverage enterprise striving in the trade. Key Words: New product, Beverage, Market position, Marketing tactics, Robust Company 目 录 摘 要 II ABSTRACT III 目 录 IV 图表目录 V 图目录 V 表目录 V 第1章 绪论 1 1．1 选题背景 1 1．2 研究目的 2 1．3 研究方法 2 1．4 论文结构 2 第2章 理论综述 4 2．1 战略管理理论 4 2．2 营销管理理论 8 第3章 乐百氏公司脉动产品开发案例分析 18 3．1 饮料行业分析 18 3．2 乐百氏公司简介 25 3．3 乐百氏的新产品开发战略 28 3．4 市场细分与市场定位 30 第4章 脉动新产品的营销策略 38 4．1 产品策略 38 4．2 价格策略 40 4．3 渠道策略 41 4．4