下载附件杭州娃哈哈集团乳饮产品国内营销策略研究.docVIP

论文题目： 学科（专业： 申请人： 指导教师： 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广告宣传上存在的问题 13 3.2.2产品开发上存在的问题 14 4 娃哈哈乳饮产品国内营销策略改进建议 16 4.1 对饮料营销策略的建议 16 4.1.1对产品定位的建议 16 4.1.2对产品推广的建议 17 4.1.3对渠道维护的建议 18 4.1.4对品牌建设的建议 19 4.2 对乳品营销策略的建议 20 4.2.1 对广告定位的建议 20 4.2.2 对乳品品牌建设的建议 22 5 结 论 23 致 谢 24 参考文献 25 附录 26 声明 28 1 绪论 1.1 饮料产品随着产品的极度丰富、媒体和广告信息的剧烈爆炸以及大众消费市场裂变为大量分众市场，饮料产品的市场环境变得更加变幻莫测。研究中我们发现，中国的饮料行业大致经历四个阶段：从1979-1995年为第一阶段，这一时期是可口可乐和百事可乐碳酸饮料的天