可口可乐促销策略研究—以济南市场为例论文

随着中国特色社会主义市场经济的迅猛发展，我国居民的收入水平越来越高，消费能力也不断增强，饮料市场也迎来了空前的繁荣，品牌之间的竞争越来越激烈，各种新品饮料层出不穷，令消费者眼花缭乱，面对如此激烈的市场环境，各饮料品牌也都在通过各种营销策略来吸引消费者，提高知名度。可口可乐作为饮料行业的巨头，一直占有较大的市场份额，这与其科学的促销策略是密不可分的，但近些年，随着人们消费观念购买方式的改变，以及主要竞争对手的强烈追击，可口可乐需要迅速在促销策略方面作出改进来维持市场占有率。

关键字：可口可乐，促销策略，消费者，促销改进

With the rapid development of the socialist market economy with Chinese characteristics, the income level of residents in our country is more and more high, consumption is also growing, beverage market has ushered in the unprecedented prosperity, growing competition between brands, a variety of new beverages emerge in endlessly, make consumers dazzling, facing such a competitive market environment, the beverage brands are also through a variety of marketing strategies to attract consumers, improve visibility. Coca-Cola as a beverage industry giant, occupy the bigger market share, has been on sale this with its scientific strategy is inseparable, but in recent years, with the change of the way people consumption idea to purchase, as well as the main competition intense pursuit, Coca-Cola need to quickly make in respect of sales promotion strategy to improve to maintain market share.

Key words: Coca Cola，Promotion strategy，Consumer，promotionimprovement

目录

前言....................................................................................................................................

1 绪论..................................................................................................................................

1.1选题背景................................................................................................................

1.2课题研究目的与意义............................................................................................

1.3研究的方法............................................................................................................

1.4国内外研究成果....................................................................................................

1.4.1国外研究综述.............................................................................................

1.4.2国内研究综述.............................................................................................

2 可口可乐济南市场现状分析..........................................................................................

2.1可口可乐公司总体概况：....................................................................................

2.2可口可乐销售现状分析：....................................................................................

2.3济南可口可乐促销现状分析................................................................................

2.3.1广告策略.....................................................................................................

2.3.2人员促销.....................................................................................................

2.3.3营业促销.....................................................................................................

2.3.4公共关系促销.............................................................................................

3 可口可乐目标消费者分析..............................................................................................

3.1目标消费者消费特征：........................................................................................

3.1.1消费者年龄分布.........................................................................................

3.1.2购买频率.....................................................................................................

3.1.3购买场所分布.............................................................................................

3.1.4影响消费者购买行为的主要因素.............................................................

3.1.5消费者信息渠道选择：.............................................................................

3.2新常态下可口可乐消费者行为：........................................................................

3.2.1消费者关注更加多元化.............................................................................

3.2.2饮料品牌关注度降低.................................................................................

3.2.3受渠道影响减弱.........................................................................................

4 可口可乐行业竞争分析..................................................................................................

4.1饮料品类格局........................................................................................................

4.2主要竞争对手百事可乐分析................................................................................

4.2.1百事可乐促销方面的优势.........................................................................

4.2.2百事可乐促销方面的劣势.........................................................................