可口可乐公司茶饮料业务的营销策略研究.docVIP

032025384杜少骇 可1_1可乐公司茶饮料业务的‘/j销策略研究 032025384杜少疲 可口 nj■乐公司茶饮料业务的科销策略研究 t 771572 学 号；03202S384 硕士学位论文 (专业学位） 可□可乐公司茶饮料业务的营销策略研究 院 系： 管理学院 专 、lk: 工商管理 姓 名： 杜少救 指导老 师： 陆雄文教授 完成日 期： 2005年4月30日 禾经作者、导’巧同》 勿全文么-布 Abstract From the 21st century, the Chinese beverage industry is experiencing a rapid development, and both output and consumption are growing fast. At the same time, the competition in the domestic beverage market is becoming much fiercer. As a giant of the carbonic acid beverage market, Coca-Cola Co. obviously felt that its No.l place is being threatened, not from the direct competitors - carbonic acid beverage, but from its substitute -non-carbonic acid beverage such as tea beverage，drinking water and juice. Diversification has become a dominant trend in the beverage market and Coca-Cola Co. has also planed the multi-beverage strategy. In order to acquire more consumers in different market segment, Coca-Cola Co. started tea beverage business long before but failed time after time due to improper strategy. This thesis presents a research on the tea beverage business of Coca-Cola Co. in China, with the help of relevant theories on strategic management and marketing management. At first, the author made an analysis on the current tea beverage market in China by reviewing the development of the domestic tea beverage market and analyzing the market competition. Secondly, the author gave a brief introduction to the business mode and tea beverage products of Coca-Cola Co. and a detailed analysis on the drives to start tea beverage business, and conducted the SWOT analysis on it. Then the author made an analysis on the demographic features and consumer behavior of the tea beverage market; conducted market segmentation to the tea beverage market with the help of the theory. Next, the author analyzed and evaluated the marketing strategy and performance on tea beverage products of Coca-Cola Coin two stages, analyzing how the Coca-Cola Co, selected the target market segme