营销渠道问题研究——以娃娃哈营养快线为例.docVIP

营销渠道问题研究——以娃娃哈营养快线为例 摘 要：“这是最好的时代，这是最坏的时代”，双城记里的这句话是如今乳制品市场最真实的写照。一方面，在人们健康意识逐步提升与中西饮食文化高度融合的双重背景下，饮用乳制品的习惯已经在我国消费者心中根深蒂固。同时，企业也面临着趋于白热化的竞争局面与消费者日益挑剔的口味。作为国内知名的乳制品生产企业，娃哈哈集团通过几年悉心的市场培育，一点一滴地将牛奶的概念普及给消费者，为推动国内乳制品市场的快速发展做出了劳苦功高的贡献。 鉴于此，首先概述了娃哈哈集团现状及市场情况，然后基于市场学及营销学的角度，深入分析娃哈哈营养快线的市场营销策略及推广策略。最后，得出一些决策建议及启示。旨在当前经常日益激烈的环境下，为娃哈哈日后的发展注入新的动力，同时为我国乳制品行业的发展带来一些值得借鉴的经验与理论依据。 关键词：娃哈哈营养快线；乳制品市场；营销策略；启示 Wahaha nutrition express marketing strategy analysis and revelation Abstract: This is the best of times, it was the worst of times , Shuangcheng this message is the most real portrayal of dairy products market now. On the one hand, gradually increase the dual background with a high degree of integration of Chinese and Western food culture in the health consciousness of people, drinking milk habit is ingrained in the minds of consumers in china. At the same time, enterprises are also facing white-hot competition and consumers increasingly picky taste. As a well-known domestic dairy production enterprises, Wahaha Group through years of careful cultivation of market, every little bit to milk the concept spread to consumers, as well as made contribution to promote the rapid development of market of dairy products in china. In view of this, firstly describes the situation of Wahaha Group Status and market, then the market and marketing perspective, in-depth analysis of marketing strategies and promotion strategies of Wahaha nutritional express. Finally, some suggestions and implications. Aimed at the current often increasingly competitive environment, to inject new impetus to the Wahaha future development, also bring some valuable experience and theoretical basis for the development of Chinas dairy industry. Key words:Wahaha nutritional Express; dairy products market; marketing strategy; enlightenment 目录 一、营销渠道战略概述…………………………………………………………………3 二、市场营销渠道定位分析.....................................................4 三、定位成功原因.................................................5 （一）“最营养的饮料”的概念是前