可口可乐原叶茶营销策略及启示封皮(转载注明出处).docVIP

渤海大学管理学院管理学学士学位毕业论文 论可口可乐原叶茶营销策略及对 饮品企业的启示 专 业： 市场营销 班 级： 二○○ 级 班 学 号： 姓 名： 张卓异 指导教师： 完成日期： 二○一一 年 四 月 二十二 日 [论文摘要] 在当前茶饮料市场竞争白热化的状态下。国际饮料巨头可口可乐公司推出原叶茶新品。在短时间内进入消费者的视线，迅速占领饮料市场。本文以分析影响可口可乐公司新产品上市的外部和内部环境为基础，结合可口可乐公司的经营理念，全面阐述其为原叶茶上市打造的营销策略。可口可乐利用其先进的生产技术和人文理念，塑造绿色的、100%原叶泡制的新品，且保持价格稳定，适应市场和消费者需要；充分发挥渠道优势，密切与渠道企业合作，并应用“本土化”策略全面推出产品到各地，同时聘请名人代言、利用广告宣传和公共关系等促销手段让消费者更全面了解原叶茶，加速原叶茶上市。可口可乐公司的营销策略在饮品行业具有代表性意义，本文通过分析可口可乐公司新产品原叶茶的环境分析及营销策略，归纳出企业可口可乐公司营销策略的优点，对这些优点总结出一些启示，给我国行业内其他企业作为借鉴和学习的资料。 [关键词] 可口可乐 原叶茶 营销策略 启示 【Abstract】The enlightenment for drinks businesses from Coca -Colas marketing strategy about Original leaf tea As the tea drinks market’s competition turns white-hot, The international drinks giant Coca-Cola launched Original leaf tea product to seize the merging market. In a shorter period of time, it came into consumers sight soon. Coca-Cola Company analyzed the impact of this new product launch of the external and internal environment, combined with the Coca-Cola companys operating philosophy, Coca-Cola create the marketing strategy for the original leaf tea. Coca leaf tea in the promotion of the original application of the product strategy. And create “100% of the original leaf cook.” Pricing strategy to maintain stability. In the channel strategy, in close cooperation with the channel business, and apply the “localization” strategy to roll out products all over. Promotion strategy using celebrity endorsements, advertising and public relations to accelerate the original leaf tea market. Competitive strategy of Coca-Cola in the beverage industry has a representative significance. Based on an analysis of the Coca-Colas Original leaf tea products environment and marketing strategy, we had concluded a few advantages of Coca-Colas marketing strategy. Summarized revelation of advantages, they will be useful refer