娃哈哈饮料差异化营销策略的探讨.docVIP

娃哈哈饮料差异化营销策略的探讨 摘要 随着中国经济的持续发展，中国饮料市场容量不断增加，具有极大的成长空间。良好的市场前景吸引了越来越多的企业的进入饮料市场，造成了饮料市场上饮料品牌众多，竞争异常激烈，产品同质化现象严重等现状。与此同时，当代中国饮料市场的消费需求多元化以及市场消费不均衡等特征，也给我国饮料企业的发展提供了机遇。而要抓住这些市场机遇，开辟出新的细分市场，从而解决日益困扰饮料企业发展壮大的同质化问题，在激烈的竞争中脱颖而出，实施差异化营销策略是一个行之有效的方法。 论文以娃哈哈公司为例，通过对娃哈哈这些年在中国市场差异化营销策略实施状况的分析，探讨差异化营销中的成败得失，为我国饮料行业的进一步发展提供参考借鉴，也为娃哈哈今后的发展提出一些思考和建议。 关键词：娃哈哈；创新；差异化营销策略 The Discussion of Wahaha’s Differential Marketing Strategies ABSTRACT As Chinas sustained economic development, China beverage market increased volumes, for great growth space. Good market prospect attracted more and more enterprises into the beverage market, caused the beverage market beverage brands is numerous, a fiercely competitive, product homogeneityphenomenon serious situation, etc. At the same time, the contemporary Chinese beverage market consumption demand diversity and market consumption imbalance of the features, for our country the development of enterprises provide opportunities.And to catch the market opportunity, open up a new segment market, so as to solve increasingly troubled beverage enterprises development and expansion of the homogeneity problems, in the fierce competition to the fore, implement differentiation marketing strategy is an effective method. Papers to the wahaha company as an example, through years of wahaha in the Chinese market differentiation marketing strategy implementation status analysis, this paper discusses the gain and loss of the differential marketing, for our country the drinks industry provided for the further development, but also for the development of future wahaha puts forward some ideas and Suggestions. Key Words : Wahaha; Innovation; Differential Marketing Strategies 目录 TOC \o 1-3 \h \z \u 一、引言 1 （一）研究的意义与目的 1 （二）研究现状 1 （三）文献综述 2 二、差异化营销策略综述 3 （一）差异化营销内涵 3 （二）差异化营销的策略组合 3 （三）差异化营销的优点和缺点 5 三、娃哈哈差异化营销策略的成功经验与失败教训 6 （一）娃哈哈渠道差异化营销 6 （二）娃哈哈饮料系列产品差异化营销策略的成功经验 7 （三）娃哈哈非常可乐的产品趋同化营销的失败教训 8 （四）娃哈哈非常咖啡可乐并无价值的差异化带来的失败教训 8 （五）