加多宝红罐王老吉品牌研究

本科生毕业论文

题目：加多宝红罐王老吉品牌研究

系别：工商管理系

专业：市场营销和工商管理

姓名：伍卓豪学号081042192姓名：何泽彬学号091011061 姓名：杨丹媚学号091011205姓名：蔡大跃学号091031002 指导教师：高凯

（职称）

二〇一〇年五月

加多宝红罐王老吉品牌研究

【论文提要】

加多宝集团，是一家大型专业饮料生产及销售企业。作为一个历史悠久的集团一贯以弘扬中华文化，重塑民族品牌为己任，秉承传统蒸煮工艺结合现代健康理念，以卓越品质成就卓越品牌，旗下产品包括红色罐装『王老吉』、茶饮料系列。『王老吉』为中国老字号民族品牌，拥有超过170年历史，红色罐装『王老吉』是凉茶行业的第一大品牌，他由纯中草药配制，清热降火，功能独特。销售网络遍及中国大陆30多个省、市、自治区，并销往东南亚、欧美等地。本文我们将研究一个加多宝集团的市场营销策略，一方面，我们从企业的角度和消费者的角度来讲述该集团如何顾客需要与欲望出发，降低对顾客的成本，多沟通，多便利，使产品的价格、促销、渠道更完善。另一方面，我们从集团的市场细分、市场选择和市场定位，这三个方向去探讨集团的发展。同时通过采用因果论证，理论论证和调查统计，寻找问题，

提出相应的解决方法与措施，为集团提供建议。

【关键词】：『王老吉』品牌策略市场定位市场推广渠道建设

【Abstract】

JDB Group is a large professional beverage production and sales enterprise. As a long-established group has always been to promote the Chinese culture, reshaping national brand mission, cooking and craft tradition with modern health philosophy, outstanding quality, the brand of excellence, its products include canned red 『Wong Lo Kat』 tea series. 『Wong Lo Kat』old and famous national brand in China, with more than 170 years of history, canned red 『 Wong Lo Kat 』herbal tea industry is the first major brand, he by a pure Chinese herbal medicine preparation, heat pathogenic fire, function unique. Sales network throughout China more than 30 provinces, municipalities and autonomous regions and exported to Southeast Asia, Europe and America. This paper, we will study a JDB Group

marketing strategy, on the one hand, we have from the business point of view and consumer point of view to tell the group how to proceed to customer needs and desire to reduce costs to customers, communicate more convenient the product's price, promotion, channels better. On the other hand, we have from the Group's market segmentation, market selection, and market positioning, the three direction of the Group's development. At the same time, I use the theories of cause and effect, theoretic, investigation and statistic, as well as adopt the demonstration and normative analysis to construct this article and survey to identify the problems, propose appropriate solutions and measures to provide recommendations for the group.

【Keywords】：『Wong Lo Kat』Brand Tactics Market positioning Market promotion Channel building

目录

引言----------------------------------------------------------------------------- 1

一、背景研究------------------------------------------------------------------- 1

1.1加多宝集团简介-----------------------------------------------------------1

1.2“王老吉”品牌起源------------------------------------------------------2

1.3红罐“王老吉”崛起背景-----------------------------------------------2

二、营销策略--------------------------------------------------------------------2

2.1市场定位