杭州娃哈哈集团乳饮产国内营销策略研究.doc

论文题目： 学科（专业： 摘 要 近年来乳饮行业已经成为中国经济发展中不可忽视的力量，其中很多大公司的快速发展更是值得学习和研究。娃哈哈公司由一个校办工厂发展成为饮料业的神话。在10多年的企业发展中，娃哈哈成功的营销策略已经成为行业中学习的模版，但近几年公司营销策略的制定让许多人胆战心惊，大家都在担心，娃哈哈一个真正的民族品牌还能走多远？ 娃哈哈在乳品策略上到底存在哪些问题？应该怎么去解决？本文就这方面的问题进行研究和讨论。本文主要从娃哈哈营销策略中的产品定位、联销体管理、广告投放、品牌建设等几个方面去研究和论述。探求这些营销策略的利弊。首先，提出问题，并简要论述国内乳饮行业的现状以及消费者的现状。其次，从消费者的的观点出发科学分析娃哈哈的营销策略的利弊。最后，本文将具体给出相应的营销问题的解决策略，以解决其在营销策略上的问题。 关键词 产品定位 广告宣传 渠道 品牌建设 Abstract In recent years the drank industry already become to the noticeable strength in Chinese economy development, many big companies fast development are worth studying and researching .Wahaha form the factory from a school run workshop become to the drink industry’s myth. During the 10 years develop, Wahaha’s successful marketing strategy already became the pattern plate in drink industry .But in recent years the company marketing strategy formulation let many people tremble with fear, everybody was worrying, Wahaha which is the nationality brand could run how far? What problems do Wahaha have in the dairy product strategy? How to solve? This article is wrote for discussion on these problows .This article mainly discussed on the aspect of wahaha’s marketing strategy , target market , advertise, the brand’s construction and so on. Find out these marketing strategies’ advantages and disadvantages. First, put forward the questions, and enumerate the domestic drink industry’s actuality as well as the consumers present situation. Next, analysis Wahaha’s marketing strategy advantages and disadvantages from the custumer’s viewpoint. Finally, this article will give out the solutions correspond to the problems in marketing strategy . Keywords　 product positioning advertisements place brand construction 目 录 摘 要 1 Abstract 3 目 录 4 1 绪论 5 1.1 饮料产品 5 1.2论文的目的意义 6 2 娃哈哈乳饮产品国内营销策略分析 7 2.1 娃哈哈集团公司简介 7 2.2 娃哈哈饮料国内营销策略分析 8 2.3 娃哈哈乳品国内营销策略分析 11 3 娃哈哈在营销策略中存在的问题 12 3.1 饮料国内营销存在的问题 12 3.1.1在产品定位上存在的问题 12 3.1.2在产品开发上存在的问题 12 3.2 乳品国内营销存在的问题 13 3.2.1广告宣