中国软饮料市场竞争格局及娃哈哈营销策略研究.docVIP

Y 351605 学校代码：10246 学 号：042025387 # M 硕士学位论文 院 专 姓 (专业学位） 中国软饮料市场竞争格局及娃哈哈营销策略研究 系：管理学院 业：工商管理 名：闻永干 指导教师：韩中和教授 完成日期：2006年4月27日 ABSTRACT The competition in soft-drink Industry is very fierce just like other FMCG industries. Now soft-drink market is mostly occupied by three powers including Cock-cola Pepsi which represent foreign pole, Kangshifu Tongyi representing Taiwan pole and Wahaha representing power in mainland* As a rising star in the industry, in less than 20 years, Wahaha have been acquiring so significant achievements which deserve us to do in-depth research. Generally, the dissertation can be divided into two sections, the first section focuses on soft-drink market condition in China. The content mainly includes the definition， market condition and marketing tactics at soft-drink industry and market. On second section, the dissertation describes the definition of soft?drink industry at first, then present macro-environment on competition and marketing. Thirdly, as to the topic of Wahaha s success, we can attribute it to three factors: emerging opportunity, suitable marketing tactics and Zongqinghou，s personal ability. The dissertation analyzes these there factors, then focus on marketing strategies and tactics around 4Ps to make in-^depth research. Finally, the dissertation discusses the problems existed and represent my idea on overcoming those potential threat to the development of Wahaha Co, Key words: Soft-drink, Competition, Marketing Strategy, Wahaha, id Tactics Channel Tactics, Price Tactics, Promotion Tactics 引 言 饮料与我们的生活密切相关，每天我们都会接触到各种不同的饮料，接触不 同饮料的知识、广告，也会站在名目繁多的饮料前犹像不决，判断究竟该买哪种 饮料等等《那么就在我们做出决策后的那一瞬间，在某种程度上，那家被选中的 饮料生产企业就取得了成功。我想每一家饮料企业的终极目标都是一致的，那就 是自己企业生产的饮料会成为顾客消费的首选，梦想着有一天能像早年美国人对 可口可乐一样，融入消费者的血液。那么是什么方法或者说是力量促使消费者选 择这家企业的饮料而不是竞争对手的饮料呢？饮料运作的内在规律是什么？为 什么有的企业能逆流而上取得成功，而有的企业却迅速从類峰跌入低吞?这些成 功企业的秘诀是什么……？ 作为一个市场营销研究爱好者，快速消费品尤其是饮料业这个大浪洵沙、风 起云涌行业的营销激发了我浓厚的兴趣。带着以上一系列的问题，我发现在众多 的饮料生产企业中，娃哈哈是最为独特的企业，在饮料业迅速发展的近20年时 间里，品牌更迭何其频繁，娃哈哈却始终一枝独秀，蛇立于杭州湾钱塘江畔，勇