甘肅中糧可口可樂(lè)飲料營(yíng)銷戰(zhàn)略研究,mba市場(chǎng)營(yíng)銷論文

甘肅中糧可口可樂(lè)飲料營(yíng)銷戰(zhàn)略研究,mba市場(chǎng)營(yíng)銷論文本篇論文目錄導(dǎo)航：【題目】甘肅中糧可口可樂(lè)飲料營(yíng)銷戰(zhàn)略研究【第一章】【第二章】【第三章】【第四章】【結(jié)論與以下為以下為參考文獻(xiàn)】?jī)?nèi)容內(nèi)容摘要進(jìn)入21世紀(jì)后，隨著我們國(guó)家參加WTO,國(guó)際一體化程度越來(lái)越高，國(guó)民經(jīng)濟(jì)持續(xù)不斷快速發(fā)展，城市化水平也隨之不斷提高，飲料市場(chǎng)的市場(chǎng)份額也隨之不斷擴(kuò)大，國(guó)際著名的飲料品牌可口可樂(lè)、百事可樂(lè)互相之間一直進(jìn)行著劇烈的競(jìng)爭(zhēng)，兩樂(lè)迅速將營(yíng)銷戰(zhàn)略擴(kuò)張步伐引入我們國(guó)家西北地區(qū)，強(qiáng)勢(shì)布局飲料市場(chǎng)的客戶培養(yǎng)、傳播、推動(dòng)。不僅如此，在市場(chǎng)上其他飲料品牌的眾多新產(chǎn)品品類也相繼出如今消費(fèi)者的視野，如康師傅娃哈哈統(tǒng)一等，飲料業(yè)的競(jìng)爭(zhēng)不言而喻且難分上下。本文選擇甘肅中可營(yíng)銷戰(zhàn)略作為論文研究課題，它的組建正是在這種大的競(jìng)爭(zhēng)環(huán)境下進(jìn)行，并希望把在MBA教育階段學(xué)到的理論、方式方法結(jié)合自個(gè)在實(shí)際工作中的考慮，為甘肅中可將來(lái)營(yíng)銷戰(zhàn)略的制定錦上添花，以應(yīng)對(duì)飲料市場(chǎng)劇烈的競(jìng)爭(zhēng)。同時(shí)，回首甘肅中可在競(jìng)爭(zhēng)市場(chǎng)釆用如何的營(yíng)銷策略并分析這些策略的影響效果將有助于企業(yè)透徹認(rèn)識(shí)快速消費(fèi)操行業(yè)的發(fā)展之路，對(duì)本土企業(yè)具有相應(yīng)的借鑒意義。為了愈加深切進(jìn)入的討論甘肅中可的營(yíng)銷戰(zhàn)略，將文章分為五章。第一章是引言，主要介紹了選取本課題的研究背景、研究意義和研究設(shè)計(jì)。第二章是理論綜述，主要介紹營(yíng)銷戰(zhàn)略理論、國(guó)際知名企業(yè)營(yíng)銷戰(zhàn)略相關(guān)案例分析以及在分析營(yíng)銷戰(zhàn)略時(shí)通常選取的分析方式方法。第三章使用PETS模型對(duì)企業(yè)所面臨的外部營(yíng)銷環(huán)境進(jìn)行分析；使用波特五力模型對(duì)軟飲料產(chǎn)業(yè)環(huán)境進(jìn)行分析；從企業(yè)的財(cái)務(wù)能力、人力資源質(zhì)量、設(shè)備能力、技術(shù)能力等多角度對(duì)甘肅中可所處內(nèi)部環(huán)境進(jìn)行分析。在總結(jié)企業(yè)所具備優(yōu)勢(shì)、劣勢(shì)的基礎(chǔ)上，得出企業(yè)面臨的時(shí)機(jī)、風(fēng)險(xiǎn)。第四章提出甘肅中可營(yíng)銷戰(zhàn)略的優(yōu)化建議和施行，通過(guò)對(duì)營(yíng)銷戰(zhàn)略的施行和完善，使結(jié)果可控，進(jìn)而實(shí)現(xiàn)營(yíng)銷戰(zhàn)略的可持續(xù)發(fā)展。第五章對(duì)文章進(jìn)行總結(jié)。文章以前兩章為基礎(chǔ)，第三章是文章的重點(diǎn)；第四章為文章的升華章節(jié)，提出甘肅中可切實(shí)可行營(yíng)銷戰(zhàn)略的建議。本文本文關(guān)鍵詞語(yǔ)語(yǔ)：飲料市場(chǎng)；營(yíng)銷戰(zhàn)略；甘肅中可。ABSTRACTEnteringthe21stCentury,withChinasadhesiontotheWTO?anditsincreasinginternationalizationlevel,fasteconomicaldevelopmentandacceleratedurbanization,themarketshareforbeverageisenlarging.Whileengaginginfiercecompetition,theworldfamousbeveragebrandssuchasCoca-ColaandPepsihaveextendedtheirstrategicstepsintothenorthwesternpartofChina,tocreateastrongpositiontodevelop,diffuseandpromotetfiebeveragesmarket.Meanwhile,newvarietalsofotherbeveragebrandssuchasKcmgshifu,、WahahaandTongyi,,madetheirappearanceintheconsumersview,enforcingthealreadyhotbeveragemarket.ThisthesishaschosenthemarketingstrategyofGansuCofcoCoca-ColaBeverageCo.,Ltd.astheresearchsubject.Becauseitscreationisrealizedagainstthiscompetitiveenvironment,andwiththehopetocombinewhattheauthorhaslearnedintheoryandmethodsthroughherMBAeducationwithherreflectionsinthepracticalwork,thisthesisaimstoprovidereferencesforGansuCofcoCoca-ColaBeverageCoLtd.toconfrontthemarketcompetitions.Meanwhile,thesereflectionsonthemarketingstrategiesandtheanalysesontheireffectswillhelpustocomprehend,correctly,thedevelopmentpathforfastconsummationproducts,thussignificantfordomesticcompaniesdevelopment.Thethesis,todiscussinacomprehensivemannerthemarketingstrategyofGansuCofcoCoca-ColaBeverageCo.,Ltd.,isdividedinto5parts.Thefirst,chapteristheintroduction,forthepresentationofresearchbackground,significanceandmaincontents.Thesecondchapteristheliteraturereview,tosummarizetherelativemarketingstrategytheoriesaswellassomecaseanalyses.ThethirdchapterisfortheexternalmarketingenvironmentanalysiswithPESTframework;thePortersFiveForcesanalysisdealswithitsindustrialenvironment;andtheinternalenvironmentanalysisincludesfinance,humanresource,equipmentandtechnology.Fromthestrengthmdweakness,theopportunityandthreatforthefirmwillemerge.Thefourthchapteristheoptimizationstrategyforthefirmbytheimplementationandperfectionofmarketingstrategiesforasustainabledevelopment.Thefirsttwopartsarethefoundation,thethirdisthekeypartandthefourthisthesublimationpart,forthemarketingstrategysdesignandimplementation.Keywords:beveragemarket;marketingstrategy;GansuCofcoCoca-Cola目錄一、前言〔一〕背景和意義〔二〕研究設(shè)計(jì)二、理論綜述〔一〕營(yíng)銷戰(zhàn)略理論概述〔二〕國(guó)際知名