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华东地区饮料行业的市场分析及营销策略研究.doc

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摘 要:饮料是一种可以直接供人们饮用的食品,其基本原材料为水,并可以用不同的制造工艺结合不同的配方制造出来。改革开放以来,中国有很多新兴行业,其中特别闪耀的一个行业就是中国的饮料行业。作为中国饮料行业的主产区之一,华东地区的产量占我国饮料总量的五成以上。华东作为中国经济的核心地带,华东市场的饮料行业市场发展对于整个中国的饮料行业发展具有重要意义。现今产品多样化已成为饮料发展的一种趋势,正是因为中国消费者的消费口味和消费方式分别具有多元性和多样性的特点,这就给华东饮料行业提供了充足的市场空间。在华东饮料市场上常用的营销策略主要有四种:产品营销策略、价格策略、分销渠道策略以及促销策略,简称为“4Ps”。“4Ps”奠定了营销策略组合在市场营销理论中的重要地位,它为华东的饮料企业实现营销目标提供了最优手段。华东饮料市场的未来发展趋势为产品定位向多样化方向发展;适合中国人口味与品位的茶饮料将会有不可估量的市场机会;果蔬汁饮料将独领风骚;多元发展转型重组的饮料市场将带来市场机会;感性竞争向实力竞争过渡。

   本文从饮料市场的整体发展情况进行了解,转而研究对于中国饮料市场具有重要意义的华东饮料市场,对其进行分析与各种营销策略的研究,并对养元集团旗下的“六个核桃”进行单独的案例分析,总结出“六个核桃”成功崛起的因素。最后本文在上述基础上还对华东饮料市场未来的发展趋势进行了预测分析,指出了华东饮料市场未来可能的发展路径。

关键词:华东地区;饮料市场;市场分析;营销策略

 

ABSTRACT:Beverage refers to water as the basic raw material, the different formulations and manufacturing processes produced, for people to drink the liquid food. Chinese beverage industry development since the reform and opening up of new industries, the development of China's consumer hot and new growth point. East China is the main producing areas of the beverage industry, and its production accounts for over half of the total amount of China's beverage. East China's economy as the heart of the East China market development of the market for the entire beverage industry beverage industry in China has an important significance. Today the development of product diversification has become a trend in beverages, because the diversity of consumer tastes of consumers, consumption patterns of diversity, to East beverage industry provides ample market space. Commonly used in Eastern beverage market, there are four main marketing strategy: product marketing strategy, pricing strategy, distribution channel strategy and marketing strategy, referred to as the "4Ps". "4Ps" marketing strategy has laid a combination of marketing theory in an important position, which is east of the beverage company to achieve marketing goals provide the best means. Eastern beverage market of the future development trend for product positioning direction of diversification; suitable oriental flavored tea drinks will have a huge market space; fruit and vegetable juices will dominate; diversified beverage market development and transformation restructuring will bring market opportunities; the strength of competition in the transition to a competitive sensibility.

    In this paper, the overall development of the beverage market to understand the situation in favor of the Chinese beverage market significance of the East China beverage market, its analysis and study of various marketing strategies, and raising yuan Group's "six walnut" a separate case studies, concludes that "six walnut" success factors rise. Finally, this paper also based on the above East beverage market in the future development trend of predictive analysis, pointing out East beverage market possible future development paths.

Keywords:Beverage;Marketing;Strategy;Market analysis;Market

论文资料贡献者对本文的描述:本课题主要采用三种研究方法,一是文献研究法,通过调查文献来获得资料,从而全面地、正确地了解掌握我国饮料行业的发展历程、现状、存在的问题;二是定性分析法,以归纳和演......
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