王老吉凉茶企的市场营销策略.docVIP

企业市场营销策略 企业市场营销策略研究 毕 业 论 文 企业市场营销策略研究 二0一二年四月一日 目 录 摘要·····································3 第1章 绪论····································4 第1页 企业市场营销策略研究 第2章 企业市场营销策略是什么以及有哪些策略？····················4 2.1企业市场营销是什么···························4 2.2企业市场营销策略有哪些······························ 4 第3章 中小企业的界定，特点及地位··················· 5 3.1 中小企业的界定·····························5 3.2 中小企业的特点·················································6 3.3 中小企业的地位·················································7 第4章 中小企业市场营销策略实行的可行性····························7 4.1 政府部门的鼓励·················································8 4.2 社会经济的不断发展·············································8 4.3 市场营销策略对企业的作用·······································9 第5章 中小企业营销的实施以王老吉凉茶为例··························9 5.1 王老吉凉茶的发展···············································9 5.2 王老吉凉茶的定位··············································10 5.3 王老吉凉茶的营销策略方案······································11 5.3.1王老吉凉茶的产品策略········································ 11 5.3.2王老吉凉茶的价格策略·········································12 5.3.3王老吉凉茶的分销策略··········································13 5.3.4王老吉凉茶的促销策略·········································15 第6章 王老吉凉茶的总结和建议·····································18 6.1 王老吉凉茶市场营销策略的总结···································18 6.2 王老吉凉茶市场营销策略的建议···································19 参考文献···························································20 致谢·······························································21 摘要 第2页 企业市场营销策略研究 在社会主义市场经济条件下，企业应根据市场的变化及消费者的不同需求，有效地开展市场营销活动，而营销目的在于使企业面向市场，发现并力争谋求改善企业在市场营销活动中所存在的问题，迫使企业必须具有以消费者需求为导向的整体市场营销观念，主动地去开发市场、适应市场、满足市场的消费需求，最终达到不断提高企业经济效益的目的。 关键字 企业；市场营销；经济效益 第1章 绪论 企业是从事生产、流通、服务等经济活动，以生产或服务满足社会需要，实行自主经营、独立核算、依法设立的一种盈利性的经济组织。在20世纪后期中国大陆改革开放与现代化建设，以及信息技术领域新概念大量涌入的背景下企业如雨后春笋，而中小企业更是如此。经过十几年的发展后，中小企业正在成为我国企业中最具活力的一部分，因此对推动社会经济的发展起着举足轻重的作用。 第3页 企业市场营销策略研究 第2章 企业市场营销策略是什么以及有哪些策略 2.1什么是企业市场营销策略 市场营销策略是企业以顾客需要为出发点，根据经验获得顾客需求量以及购买力的信息、商业界的期望值，有计划地组织各项经营活动，通过相互协调