开发学生饮料市场战略分析及模型研究.docVIP

开发学生饮料市场的战略分析及模型研究 ————以江南大学饮料市场为例 目录 中文摘要、英文摘要.............................................. 3 1导入 ................................................... 4 2研究背景 ................................................... 4 2.1国际背景................................................... 4 2.2国 调查方法................................................. 6 3.2 数据分析................................................. 6 4虚拟企业模型的分析............................................12 4.1虚拟模型简介..............................................12 4.2 CIS(企业形象识别系统)理论分析.........................12 4.3 SWOT分析................................................. 14 5大学生饮料市场开发的战略.....................................15 5.1产品（products）......................................... 15 5.2价格 (price) ............................................ 16 5.3渠道（place）............................................. 17 5.4校园促销战略（promotion）............................... 17 6结论 ...................................................17 7参考文献 ...................................................18 8附录A ...................................................19 中文摘要 2 每年夏季，饮料行业之战必不可少。各种类型饮品，各种品牌饮料都会经过大量的营销手段使之在这场市场份额之战中抢到大的蛋糕。大学生市场做为细分市场的重要部分，更成为必争之地。怎样更好的满足学生的需要，通过何种营销手段使产品获得最大销售利润。我们经过调查和研究认为，我们需要采取多品种战略，包装领先战略，统一视觉识别战略，价格战略，渠道战略，和校园促销战略。 【关键字】饮料行业 大学生市场 调研 营销战略 English Abstract Every summer, the Battle of the beverage industry is essential. Various types of drinks, a variety of beverage brands will have been a lot of marketing to market share in this battle to grab a big cake. College market as an important part of market segments, but also become a vital importance. How to better meet the needs of students, the means by which marketing products to maximize sales. After investigation and research we believe that we need to take multi-species strategy, packaging leadership strategy, a unified visual identity strategies, pricing strategies, channel strategies, marketing strategies and camp