论文终稿——康师傅饮料包装与消费者行为研究.docVIP

哈 尔 滨 理 工 大 学 毕 业 设 计 题 目： 康师傅饮料包装与消费者行为研究 院、 系： 管理学院 市场营销 姓 名： 潘玉岩 指导教师： 于智 系 主 任： 马鸿飞 2012 年 06 月 18 日 康师傅饮料包装与消费者行为研究 摘要 现阶段人们生活水平的提高使饮料成为生活必需品，而饮料属于快速消费品行业，自2001年我国加入WTO以来，饮料业的市场竞争更加激烈，这使饮料包装面临着前所未有的艰巨任务。康师傅饮料面临着统一、娃哈哈等企业的竞争，各竞争对手的饮料包装日益精新使康师傅的营销活动处于被动地位。 饮料包装在生产商与消费者之间架起相互沟通的桥梁，在商品促销方面起着不可或缺的作用。本文通过对市场营销、竞争环境及消费者需求偏好变化等各方面进行分析，再结合对饮料包装与消费者行为关系的研究，分析康师傅饮料包装现状与存在的问题，提出能够打动消费者内心的饮料包装策略和建议。最终使康师傅饮料在激烈的竞争中走在市场前沿，最先抢占消费者的心智，进而打破康师傅在市场营销的活动中的被动格局，使康师傅饮料继续保持在国内饮料业的领先地位。 关键词 快消品行业；康师傅；饮料包装 Master Kong Beverage Packaging and Consumer Behavior Research Abstract Beverages at this stage of peoples living standards improve to become necessities, and the drinks are fast moving consumer goods industry, beverage industry, market competition is more intense since Chinas accession to the WTO in 2001, which makes the beverage packaging arduous task facing unprecedented.Master Kong beverage facing the competitiveness of enterprises such as unity, Wahaha, beverage packaging of each competitors increasingly fine new marketing campaign for President now in a passive position. Beverage packaging set up to communicate with each other as a bridge between producers and consumers, plays an integral role in merchandising. Analyze all aspects of marketing, competitive environment and consumer demand, preferences change, combined with the beverage packaging and consumer behavior research, analysis of present situation and problems of Master Kong beverage packaging, proposed to be able to impress the consumers heart beverage packaging strategies and recommendations. Master Kong beverage final walk in the forefront of the market in fierce competition, the first to seize the mind of consumers, and thus to break the passive pattern in the marketing activities of Master Kong, Master Kong drinks continue to maintain its leading position in the domestic beverage industry. Key