广药王老吉营销中存在问题与对策.docVIP

PAGE 10 1 毕业论文（设计） 题 目 广药王老吉营销中存在的问题及对策 学 院 四川大学锦江学院 专 业 市场营销 年级 2010级 学生姓名 X X 学 号 指导教师 XXX 四川大学锦江学院毕业论文（设计） PAGE \* MERGEFORMAT PAGE \* MERGEFORMAT I 广药王老吉营销中出现的问题及对策 市场营销专业 学生： 指导教师： 【摘 要】营销无处不在，无论是有意识的还是无意识的，任何组织和个人都从事着各种各样的营销活动。在当今的环境之中，有一个好的市场营销方案已经成为企业成功的必备条件之一。但是，营销往往不是一成不变的，对厂家来讲，只有在零售终端完成的销售，才是销售的最终实现。对销售部门来讲，零售终端工作的好坏，影响着商品被顾客接受的程度、销售目标的完成。因此，对零售终端的规范和管理是销售工作中最基础的工作内容，也是销售力最基本的体现。 为了对广药王老吉营销现状进行有效的考察，笔者采用实地考察和查阅相关资料等方法对其进行深入研究，包括对其零售终端产品定价策略、零售终端卖场的布置等方面。通过整理和分析相关资料，提出其存在的问题并给出建设性的意见，以期望能够对我国凉茶行业有一个更为清晰的认识。 【关键词】营销 渠道管理 促销 王老吉 PAGE \* MERGEFORMAT PAGE \* MERGEFORMAT IV Guang Yao wanglaoji marketing problems and countermeasures 【Abstract】Marketing is everywhere, whether it is conscious or unconscious, to any organization or individual engaged in a variety of marketing activities. In todays environment, there is a good marketing programs have become one of the prerequisites for business success. However, marketing is often not static. The manufacturers concerned, only in the retail end of the completion of the sale, the sale is final realization. In terms of sales, the retail end of the work is good or bad, affect the completion of the degree of the product is acceptable to the customer, the sales target. Therefore, the retail end of the specification and management of sales in the most basic content of the work, but also embodies the basic sales force. To GPHL wanglaoji marketing status effective investigation, the author uses fieldwork and access to relevant information, such as methods for its in-depth study by the collation and analysis of relevant information, presented their problems and give constructive advice to expectations our herbal tea industry be able to have a clearer understanding. 【Key Words】 marketing channel management Promotions wanglaoji 目 录