汇源果汁市场营销策略的研究.doc

毕业论文（设计） 　毕业论文 　　　　　　题　　目 　　　　　　指导教师 　　　　　　学生姓名 二O 年 月 日The Research of Huiyuan Juice Group for Marketing Strategy Abstract With the improvement of living standards,Chinese fruit juice drinks market becomes more andmore active,but it caused increasingly fierce market competition.Huiyuan,the first brand in Chinese juice industry,is also inevitably impacted by a large number of domestic brands,such as:Wahaha,unity,Master Kong,as well as foreign brands like Coca-Cola and other brands.Huiyuan Juice how to make use of its advantages in the Chinese market to gain more market share,higher sales,has become a pressing issue.To compete successfully in the market,the marketing strategy is the key. This thesis firstly did detail analysis on the marketing opportunities in China,using the PEST.Porter five forces.And it also analyzed the internal situation of the company,customer needs,the existing competitive environment.Using,provided some solution on Huiyuan Juice how to use advantages,and how to avoid their own shortcomings in Chinese marketing for your reference. This thesis trys to put forward some its own suggestion for Huiyuan to improve its marketing preferment in Chinese market,based on the detail analysis on the Chinese market,the existing marketing strategy of Huiyuan.Hope all of these can be useful for Huiyuan to get a big successive in current dramatically fierce market competition. Key words：Huiyuanarketing strategy;Porter five force目 录 摘 要 I Abstract II 1 绪 论 1 1.1研究背景 1 1.2 研究的目的和意义 2 1.2.1 研究的目的 2 1.2.2 研究的意义 2 1.3 研究的方法和思路 2 1.3.1 研究的方法 2 1.3.2 研究的思路 2 2 营销战略的相关理论 3 2.1 市场营销战略的概念 3 2.2 市场营销战略的特征 3 2.3市场营销战略的内容 3 2.4 市场营销战略与企业战略的关系 3 2.4.1 市场营销战略的特点 3 2.4.2 二者的关系 4 3 汇源果汁营销机会分析 5 3.1 汇源果汁公司简介 5 3.2 外部环境环境分析 5 3.2.1宏观环境分析 5 3.2.2 顾客消费需求分析 7 3.2.3 竞争环境分析 7 3.3 内部条件分析 9 3.3.1 企业自身优势 9 3.3.2 企业的劣势 10 4 汇源果汁营销策略存在的问题 11 4.1 市场定位与目标市场不匹配 11 4.2 销售渠道缺乏管理 12 4.3 现有的组织结构难以控制企业的增长 13 4.4 销售队伍缺乏专业化管理 13 5 汇源果汁营销策