康师傅品牌饮料营销策略研究.

北京交通大学

毕业论文

康师傅品牌饮料营销策略研究

姓名: 孙颖

学号: 11646347

指导教师: 郝宏兰

专业: 工商管理

日期: 二0一三年十月

中文摘要

随着市场竞争的加剧，不同企业间的产品细分越来越多，企业根据自身产品的特点及所面向目标客户群的消费习惯，进行品牌营销定位及营销宣传的营销策略变得愈加重要。

本文从消费者特征及消费习惯、整合营销策略、营销定位等几个主要层面，结合康师傅品牌饮料的实际情况进行分析。本文主要包括四部分；第一部分为绪论，主要论述了本文的研究背景及目的，研究框架和研究方法；第二部分主要将本文所涉及到的营销理论进行了简要介绍，包括市场细分、营销策略和整合营销等；第三部分主要是康师傅公司品牌饮料的现状分析，包括康师傅品牌饮料简介、康师傅品牌饮料的SWOT分析、消费者特征与消费习惯分析；第四部分为根据以上分析对康师傅品牌饮料整合营销策略的分析与建议，主要从营销定位和营销推广策略两个方面来论述。第五部分为结束语。

本文的研究意义是结合市场营销策略的理论知识对康师傅品牌饮料的营销现状及问题进行分析，并给与相应的对策分析，希望能够对相关企业的营销提供一定的启示。

关键词：整合营销；营销定位；营销策略

ABSTRACT

As market competition intensifies, product segmentation is becoming more and more between different enterprises. It is more significant for an enterprise to have proper marketing positioning, strategies and tactics, which business according to their own products’characteristics and are for the target group of customers spending habits.

This paper analyses and summarizes marketing tactics of Master K ong’s Beverages from some aspects such as “consumer characteristics and spending habits”, “integrated marketing strategy”, “marketing positioning”, which combined with the actual situation of Master Kong brand drinks. This article consists of four parts; The first part is an introduction, this part discusses the background and purpose of this study, research framework and research methods; The second part is a brief introduction of the marketing theory which involved in this article. Including market segmentation, marketing strategy and integrated marketing, etc.; The third part is the status of Master Kong brand beverage analysis, including Master Kong brand drinks Profile, Master brand beverages SWOT analysis, analysis of consumer characteristics and consumer habits; The fourth part is the integrated marketing strategy analysis and recommendations of Master Kong brand, which mainly from the marketing positioning and marketing strategies discussed in two ways. The fifth part is conclusion.

Significance of this study is to combine theoretical knowledge of marketing strategy for Master Kong brand drinks marketing situation and analyze the problem and give the corresponding countermeasures, hoping to provide some relevant business marketing inspiration.

Key Words:Integrated marketing; Marketing positioning; Marketing strategy

目录

中文摘要............................................................................................................................................. - 1 -ABSTRACT ....................................................................................................................................... - 2 -1绪论.................................................................................................................................................. - 5 -1.1研究背景 (5)

1.2研究目的 (5)

1.3研究框架 (6)

1.4研究方法 (7)

2相关营销理论综述.......................................................................................................................... - 9 -2.1市场营销理论基本内容 (9)

2.1.1市场细分.......................................................................................................................... - 10 -

2.1.2市场营销策略.................................................................................................................. - 12 -

2.1.3整合营销.......................................................................................................................... - 14 -

2.2康师傅饮料业务营销相关研究综述 (15)

3 康师傅品牌饮料现状分析......................................................................................................... - 17 -3.1康师傅品牌饮料简介 (17)

3.2康师傅品牌饮料的SWOT分析 (17)

3.2.1康师傅品牌饮料的优势：.............................................................................................. - 18 -

3.2.2康师傅品牌饮料的劣势：............................................................................................ - 18 -

3.2.3康师傅品牌饮料存在的机会：.................................................................................... - 19 -

3.2.4康师傅品牌饮料所面临的威胁：.................................................................................. - 20 -3.3消费者特征与消费习惯分析.. (21)

3.3.1 消费者特征................................................................................................................. - 21 -

3.3.2 消费者消费习惯........................................................................................................... - 21 -

4 康师傅饮料营销策略................................................................................................................. - 22 -4.1营销定位. (22)

4.1.1 企业品牌定位............................................................................................................... - 22 -

4.1.2 目标市场定位............................................................................................................... - 22 -

4.1.3 目标消费群定位........................................................................................................... - 22 -

4.1.4 产品策略定位............................................................................................................... - 23 -

4.1.5 渠道策略定位............................................................................................................... - 24 -

4.1.6 促销策略定位............................................................................................................... - 24 -4.2营销推广策略 (25)

4.2.1 渠道促销....................................................................................................................... - 25 -