娃哈哈营销策略优化.doc

娃哈哈营销策略分析 姓名X 专业班级 2011080X0X 指导老师 XXX 摘要 娃哈哈公司在2014中国民营企业500强排名第18位，是目前中国最有发展潜力的饮料企业。2014年，着国内整体饮料市场的低迷，娃哈哈出现了近年来最大的业绩，营业下滑%。在这个经济转型和消费者理念的时期，正确地改变企业的发展战略和策略着企业的生死存亡，内外环境变化，本文提出娃哈哈的营销策略优化方案。 中的Ps理论主要依据，环境分析，竞争分析等方法对娃哈哈集团中的Ps因素进行详细分析，分析进一步娃哈哈的问题总结，并根据策略优化提出适合娃哈哈的营销策略优化。通过的营销策略，能使娃哈哈公司突破发展瓶颈，早日实现。 Ps理论 The marketing strategy analysis of Wahaha Abstract: Wahaha in 2014 China top 500 private enterprises ranked No. 18, is currently Chinas most development potential of the beverage business. In 2014, facing the overall domestic beverage market downturn, Wahaha in recent years there has been the largest decline in performance, operating income fell 7%. In this period of economic restructuring and changing consumer concepts of time, can quickly correct change business development strategy and marketing strategies related to the survival of enterprises, and external environment for these changes, this paper Wahaha marketing strategy for optimization. Based on 4ps theory in marketing, this essay which adapted macro-environment and competitive strategy analysis method have conducted a very detailed analysis on 4ps elements of Wahaha group. According to analysis results, it summarized advantages and problems existing in the group and it also advanced appropriate optimization program in marketing strategy on the basis of optimization principle for marketing strategy. Hopefully, by the optimized marketing strategy can Wahaha break through development bottleneck to realize its billion target. Key words: Beverage Market Marketing strategy 4Ps theory Competitive strategy 目录 第章绪论 1 1.1 研究背景 1 1.2 研究的目的和意义 1 1.3 研究的思路及方法 1 1.4 相关理论综述 3 第章娃哈哈营销环境分析 5 2.1 娃哈哈营销宏观环境分析 5 2.2 娃哈哈竞争环境分析 5 2.3 娃哈哈竞争战略分析 6 第章娃哈哈营销现状 11 3.1 品牌策略 11 3.2 产品策略 11 3.3 价格策略 12 3.4渠道策略 13 3.5 市场推广策略 13 3.6 多元化策略 14 第4章营销策略分析 15 4.1 营销策略优势分析 15 4.2 营销策略问题分析 15 第章娃哈哈营销策略优化 17 5.1 营销策略优化依据 17 5.2 营销策略优化方案 17 结论 20 致谢 21 参考文献 22  1.1研究背景 近五年来，中国饮料市场发展，食品饮料行业发展最快的市场之一，增长速度达到%以上。的发展，中国饮料行业已经了以前、产品单一秩序混乱的状态，行业中已经出现多个饮料