广州天河区天地一号营销策略研究.docVIP

本科毕业论文系列 广州天河区天地一号营销策略研究 摘要 随着社会经济的快速发展，人们的生活水平也在逐渐的提高，同时，人们的生活已经从追求温饱转移到了追求健康。在众多种类的食品饮料中，果醋饮料作为一种独特的饮品，已经逐渐被消费者所接受。但是，在市场经济体制下，饮料行业也面临着巨大的市场竞争与挑战。 天地一号作为果醋饮料行业中的开拓者，在市场上所占的份额越来越大，为了更好的促进天地一号的发展，本文以广州天河区天地一号的营销策略为研究方向，对其营销现状以及存在的问题与优势进行了深入的探究。本文的研究思路以及主要的研究内容如下： （1）介绍了广州天河区的基本概况以及天地一号的发展概况，并重点分析了本文研究的意义。 （2）对天地一号的产品现状、营销渠道、促销手段以及品牌管理与定位进行了分析。 （3）在对上文分析的基础上，对天地一号在营销方面存在优势以及问题进行了分析与讨论。 （4）根据天地一号的实际发展状况，有针对性的提出了天地一号营销的对策与建议。 （5）对全文进行了总结，并对下一步的工作进行了展望。 关键词：天地一号；营销策略；品牌建设；研究 PAGE I Abstract With the rapid development of social economy, peoples living standard has also been gradually improve, at the same time, the life of people has been shifting from the pursuit of food and clothing to the pursuit of health. In many kinds of food and beverage, fruit vinegar drinks, as a kind of unique, has been gradually accepted by consumers. However, under the market economy system, beverage industry is faced with the huge market competition and challenges. Heaven and earth as pioneers in the fruit vinegar beverage industry, the number one in the market share is more and more big, in order to better promote the development of a number of heaven and earth, heaven and earth in guangzhou tianhe district no. 1 of the marketing strategy as the research direction, the marketing status quo and the existing problems and advantages to explore in depth. In this paper, the research train of thought and main research content is as follows: (1) This paper introduces the basic situation of the guangzhou tianhe district, as well as the development of a number of heaven and earth, and emphasizes the significance of this study. (2) To the situation of product of a number of heaven and earth, marketing channel, promotion and brand management and location are analyzed. (3) Based on the analysis of the above, the world no. 1 in marketing advantages and problems are analyzed and discussed. (4) According to the actual development status of world no. 1, targeted put forward the countermeasures and