怡泉c桂林市場營銷策略研究本科畢業論文(已修改)

　

【正文】 編號： 畢 業 論 文 題 目： 怡泉 +C 桂林市場營銷策略研究 學 院： 專 業： 學生姓名： 學 號： 指導教師： 職 稱： 題目類型： 理論研究 實驗研究 工程設計 應用研究 軟件開發 2020 年 6 月 8 日xxx大學畢業論文 摘 要 營銷策略是企業實施戰略計劃的重要組成部分，是企業管理中重要的環節。在我國企業從生產觀念向市場觀念的轉變過程中，市場營銷被提高到了一個前所未有的高度。無數成功 的案例告訴我們，制定合適的營銷策略，最大限度的運用市場營銷的功能，注重實際條件下的營銷創新，成為每個企業特別是資源有限的中小企業所必須面臨的挑戰。 市場營銷理論、企業戰略管理理論等是本文運用的主要理論工具，國內飲料市場的現實背景作為 M 企業實施戰略的具體環境條件。本文遵從由個性推及到共性，透過現象分析本質，堅持理論聯系實際的原則，綜合考慮企業實際情況和現實環境條件。按步驟，按階段，按具體情況，緊跟 M 企業特點，分析營銷策略的制定一般方法和具體方案。 關鍵詞： 營銷策略；飲料；消費者行為 xxx大學畢業論文 Abstract Marketing strategy is an important part of the enterprise implementation of the strategic plan, is an important link in the enterprise management. In our country enterprise change process from production concept tomarketing concept, marketing has been raised to a hitherto unknown height. Numerous success stories tell us, to develop an appropriate marketing strategy, the best use of the functions of marketing, focusing on marketing innovation under actual conditions, bee each enterprise especially must face the challenge of the limited resources of small and medium enterprises. Marketing theory, strategic management theory is the main tool in this paper using the theory of environmental conditions, the realistic background of the domestic beverage market as a strategy for M enterprises. In this paper,followed by personality extends to the general, through the phenomena of nature, adhere to the principle of linking theory with practice, considering the actual situation of enterprises and realistic conditions. Step by step, stage by stage, according to the specific situation, followed by M enterprises, analyzing the marketing strategy of the general methods and specific scheme. Key words: beverage； consumer behavior ； marketing strategy xxx 大學畢業論文 目 錄 引言 ................................................................................................................................ 1 1 緒論 ........................................................................................................................... 2 研究背景 .............................................................................................................. 2 研究意義 ............................................................................................................... 3 2 理論綜述 ................................................................................................................... 3 軟飲料 .................................................................................................................. 3 SWOT 分析法 ......................................................................................................... 3 4P 營銷組合策略 .................................................................................................. 4 3 怡泉 +C 市場營銷環境分析 ......................................................................................... 5 國內環境 .............................................................................................................. 5 桂林市場分析 ........................................................................................................ 6 3 顧客消費行為分析 ................................................................................................... 10 調查方案設計 ..................................................................................................... 10 調查總結 ............................................................................................................ 20 4 公司自身情況分析 ............................................................................................... 20 怡泉 +C 品牌簡介 ................................................................................................ 21 營銷狀況分析 ..................................................................................................... 22 存在問題和營銷策略分析 .................................................................................. 23 產品策略 ..................................................................................................... 23 分銷策略 ..................................................................................................... 24 傳播策略 ..................................................................................................... 24 怡泉 +C 的 SWOT 分析 ........................................................................................... 25 優勢 (Strength) .......................................................................................... 25 劣勢 (Weakness) .......................................................................................... 25 機會 (Opportunity) ..................................................................................... 25 威脅 (Threat) .............................................................................................. 25 5 “怡泉 +C”營銷策劃 ................................................................................................. 26 產品策略 ............................................................................................................ 26 定價策略 ............................................................................................................ 27 xxx 大學畢業論文 分銷渠道 ............................................................................................................ 27 促銷策略 ............................................................................