论加多宝集团的营销策略论文.doc

Institute of Technology East China Jiao tong University 毕 业 论 文 Graduation Thesis （2009年—2013年） 题 目： 论加多宝集团的营销策略 分 院: 经济管理分院 市场营销  ABATRACT JDB Group Beverage Co.Ltd is a big professional production and sales enterprise basing in Hong Kong..As the leader of the drinking enterprise,how could JDB Group Beverage Co.Ltd improve itself,and how could it face the competition and challenge?This thesis will introduce the cooperation between JDB Group Beverage Co.Ltd and Wong Lo Kat,and analysis the present situation of the cool tea industry including the methods JDB Group Beverage Co.Ltd has adopted in the marketing strategy as well On the one hand,it explain the key reasons which improve the success of JDB Group Beverage Co.Ltd,on the other hand,it expose the main problems during JDB Group Beverage Co.Ltd is marketing process.The singleness of products,no autonomous right and unperfect business channel are the main issues that lead to JDB Group Beverage Co.Ltd is hold-up during its development.The thesis will give some advice and counterplans contrapose those problems in order to improve its operating strategies and grasp the opportunity,then it will have the power to face the different kinds of competitions and challenges,thus JDB Group Beverage Co.Ltd will develop further and better undoubtedly Key words:JDB Group Beverage Co.Ltd brand autonomy status analysis operating strategy. 目 录 摘 要 I ABATRACT II 目 录 III 1绪 论 1 1.1选题的背景和意义 1 1.1.1选题的背景 1 1.1.2选题的意义 1 1.2国内外研究现状 1 2加多宝集团的成长经历 3 2.1加多宝集团的简介 3 2.2加多宝的崛起 4 2.2.1加多宝加盟王老吉 4 2.2.2加多宝与王老吉的合作关系 4 2.3加多宝未来的发展战略 4 3加多宝的营销策略和现在存在的问题分析 6 3.1加多宝的营销策略 6 3.1.1市场定位 6 3.1.2营销渠道 7 3.1.3公益营销 8 3.1.4广告宣传 9 3.2加多宝营销策略存在的问题 9 3.2.1产品组合单一 9 3.2.2品牌自主权丧失 10 3.2.3渠道系统尚待改善 10 3.2.4炒作依赖和过度传播 11 3.3加多宝解决问题的对策 11 3.3.1谨慎选择产品多元化 11 3.3.2建立自主品牌 11 3.3.3改善物流管理 12 3.3.4高度重视消费者，重视终端和渠道 12 3.3.5广增公益活动 13 3.3.6加强企业品牌管理 13 结