王老吉(加多宝)营销策略分析wps.docVIP

PAGE / NUMPAGES 几年之前，红罐王老吉这个品牌还“养在深闺人未识”，偏安于东南一隅，在软饮料行业中仍是一个无名小辈，而几年后地今天，红罐王老吉已经成长为“中国第一罐”，年销售量近百亿，产品覆盖全国，并销往欧美等几十个国家和地区.王老吉地一夜成名引起了众多专家及社会各界地关注. 首先，本文在查阅搜集王老吉地相关资料地基础上，对王老吉品牌进行概述.将红罐王老吉地从产生至今分为三个阶段，分别为品牌发展地准备阶段，品牌地初步发展阶段，品牌地加速发展阶段；其次，本文在参考营销、品牌地相关书籍地基础上，运用SWOT模型对王老吉地营销战略进行了地分析，并制定出与王老吉本身条件相附地SWOT策略；最后，本文参照文章第二部分对王老吉地SWOT分析地结果，对王老吉现行地营销策略作以简单评价，指出其合理之处，独特之处以及不足之处，并提出相对应地建议和策略.希望本文能给王老吉品牌地经营者及其他软饮料经营者有一定地借鉴价值.文档收集自网络，仅用于个人学习 关键词：王老吉；营销策略；品牌；SWOT Abstract Several years ago,Wang Lao Ji was not so famous as it is,having patial peace in southeast of China.It played a minor role in soft drink industry.However,after its development of these years,it became the “ first tin of China”. It’s products cover the whole country with a sales volume of nearly 10 billion yuan,and also,Wang Lao Ji is exported to tens of countries and regions such as Europe and America.The overnight success of Wang Lao Ji attract attentions and research of experts and all sectors of the community.文档收集自网络，仅用于个人学习 First of all,we made a summary of the brand of Wang Lao Ji on the basis of reference of relative materials about it. The period of its development is devided into three stage ,they are praparation stage, tentative stage and accelerating stage. Second, we analysis the marketing strategy by the methods of SWOT ,which was based on the reference of works about marketing and branding,then we draft SWOT strategies which fit the conditions of Wang Lao Ji. At last,we simply estimate the strategies which it is using according to the second part of this thesis,pointing out their reasonableness,specificity and defect,after that,wo gave them some corresponding advices. Wo hope our work would be meaningful to operators of Wang Lao Ji and other soft drinks.文档收集自网络，仅用于个人学习 Keywords:Wang Lao Ji 。Marketing strategy。Brand 。SWOT文档收集自网络，仅用于个人学习 目 录 一、品牌概述…………………………………………………………………（5） （一）品牌渊源………………………………………………………………（5） （二）红罐王老吉地品牌发展历程…………………………………………（5） 1.品牌发展地准备阶段（1995年--2002 年）……………………………（5） 2.品牌地初步发展阶段（2002