康师傅饮料业务营销策略探讨

中国海洋大学

硕士学位论文康师傅饮料业务营销策略研究姓名：石凤申请学位级别：硕士专业：工商管理指导教师：崔迅

20090601

康师傅饮料业务营销策略研究

摘要

随着以“产品为中心"的营销观念向“以顾客为中心"的营销观念的转变，企业营销工作的重点不再是为产品找到合适的顾客，而是为顾客设计合适的产品，这

为企业的营销工作提出了新的挑战。同时，由于饮料行业进入壁垒较低，生产厂家越来越多，产品同质化越来越强，市场竞争越来越激烈。因此，正确的经营理念，

得当的营销战略与策略就显得愈加重要。康师傅控股有限公司在饮料市场具有较为突出的表现，总结其营销经验，对其它相关企业有着重要的借鉴意义。

本论文从“目标营销"、“定位"和“策略"三个层面，对康师傅饮料业务的营销策略进行系统总结、分析，认为康师傅饮料之所以取得国内饮料行业领导品牌的

地位，首先得力于其坚持目标营销的经营理念，在有效细分市场基础上确立合适的目标市场，进而将品牌的特性与目标消费者的目标相结合，对每一款产品进行准确

的品牌定位。在其指导下，制定并实施有效的策略手段，坚持“尊重、参加、生活、健康”

的产品研发方针，适时推出针对目标消费者的、高品质的产品；借助强势媒

体，运用以广告为主的整合营销传播策略，使产品迅速在消费者心中占据独特的位置；最重要的是，康师傅饮料实行“渠道精耕"策略，在核心城区进行业务精耕，

压缩渠道层级，减少销售环节，缩短销售周期，直接渗透到渠道中间，并与经销商结成战略联盟，共同面对竞争，从而取得终端致胜的营销目标。

康师傅饮料业务营销经验对相关企业的启示在于：营销需要目标营销、定位和策略等三个层面的有机结合，“目标营销"是企业营销的根本理念，为品牌定位确定

基本方向，奠定坚实的基础；“定位”是关键，建立与竞争对手相区别的优势；“策略”是实现营销目标的基本手段和保障；同时，针对具体企业，由于不同企业面临

的环境和自身状况不同，营销策略的侧重点要根据实际情况进行调整。

关键词：康师傅饮料；目标营销；营销策略

Study on Market i ng Tact i cs of Masterkong’s BeVerages

Abstract

With the change of the marketing conception 劬m “product—centered” t0 “consumer．centered”，the

key poillt of marketing is not t0 filld proper consumerS for products any more，but to

filld阻itable products for consume璐．Then a new Challenge is

o骶red to the marketillg of ente叩rises．MeaIlwhile，the competition is greater thaIl befbfc

for beVerage illdustry．There觚e many re鹬ons for this phenomenon．On the one hand，barrier t0 entry

is low， on the other hand， illcreasing enterprises b面mg more homogeIlization．Therefbfe，it

iS more significant for柚ente印rise to have proper marketillg conception，stmtegies and

tactics．Because Masterkong HoldiIlg CI)rporation

has a good perfbm卸ce ill beVerage industⅨs0 that it is Very me柚ill萨hlto summarize

its mafketing experience that can g宣ve othcf rclated companies reference．

髓is paper锄alyses and summa血es marketing tacticS of Master：kong’s BeVerages systematically f如m three

aspects such弱“ta唱et marketing”，“positionill分’锄d“tactics”． The丘rst reason for its success t0 be the

domestic leadillg brand of beVerage industr)r lies

ill its illsistence of taF萨t marketing conception．It ta唱ets its suitable mafket 0n the base of its

ea．ectiVe market se孕nentation．Then it combiIles the property of br柚d with the 伽苫et of ta瑁eting

c0硒umers柚d make certaill of the brand positioning for every l【ind of product．Under the guid柚ce，it f0珊ulates and implements its tacti璐．It iIlsists on the

researclling孤d developing gIlideliIles such舔“respect，panicipation，liviIlg 柚d health” and o虢rS

consumer-ta玛eted卸d hi曲-quality products in good time．晰th the help of strong media，it applies

adVenisement—cofed integrated marketiIlg comm岫ications in

order to gpt a unique position in the millds of consumers rapidly．The most important is that

Master：kong’s BeVerages hplement intensiVe—ch柚nel—cllltiVation tactics． n

cultiVates intensively markets iIl corc cities．For that，it compresses its ch 锄el，reduces

its selling pIDcess，shortens its selling period and infiltrates itself into channels．1n

addition，it makes strate西 c alli卸ces with its distfibutors agaillst the competitors jointly to

achieVe its marketiIlg objective．

T1le experience on the marketing tactics of Masterkong’s BeVerages酉Ves following

refbrences for relatiVe Companies：T1le successful marketiIlg is resulted f 如m the inte伊ation

consisting of ta唱et marketing，positioning and tactics．Among them，the ta唱et marketing is the basic

concept of marketing，iIl that the ta唱et marketing can make cenain of the basic direction of the

bfand positionillg and lays a strong foundation for it．The

positioning is critical because it啪gct v锄tages against its competito瑙．Tactics are basic measures

and security of the fIllfillment of marketing aim．At the same tinle，for a

specific ente叩rise，the focal point of its mafketillg tactics should be adjusted according to

the reality．Because its surroundiIlgs锄 d statlls are di虢rem f幻m that of