【正文】 北京交通大學(xué)畢業(yè)論文康師傅品牌飲料營銷策略研究 姓 名: 孫 穎 學(xué) 號(hào): 11646347 指導(dǎo)教師: 郝 宏 蘭 專 業(yè): 工商管理 日 期: 二 0一三年十月 中文摘要隨著市場競爭的加劇，不同企業(yè)間的產(chǎn)品細(xì)分越來越多，企業(yè)根據(jù)自身產(chǎn)品的特點(diǎn)及所面向目標(biāo)客戶群的消費(fèi)習(xí)慣，進(jìn)行品牌營銷定位及營銷宣傳的營銷策略變得愈加重要。本文從消費(fèi)者特征及消費(fèi)習(xí)慣、整合營銷策略、營銷定位等幾個(gè)主要層面，結(jié)合康師傅品牌飲料的實(shí)際情況進(jìn)行分析。本文主要包括四部分；第一部分為緒論，主要論述了本文的研究背景及目的，研究框架和研究方法；第二部分主要將本文所涉及到的營銷理論進(jìn)行了簡要介紹，包括市場細(xì)分、營銷策略和整合營銷等；第三部分主要是康師傅公司品牌飲料的現(xiàn)狀分析，包括康師傅品牌飲料簡介、康師傅品牌飲料的SWOT分析、消費(fèi)者特征與消費(fèi)習(xí)慣分析；第四部分為根據(jù)以上分析對(duì)康師傅品牌飲料整合營銷策略的分析與建議，主要從營銷定位和營銷推廣策略兩個(gè)方面來論述。第五部分為結(jié)束語。本文的研究意義是結(jié)合市場營銷策略的理論知識(shí)對(duì)康師傅品牌飲料的營銷現(xiàn)狀及問題進(jìn)行分析，并給與相應(yīng)的對(duì)策分析，希望能夠?qū)ο嚓P(guān)企業(yè)的營銷提供一定的啟示。關(guān)鍵詞：整合營銷；營銷定位；營銷策略 2 / 38ABSTRACTAs market petition intensifies, product segmentation is being 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 Kong’s Beverages from some aspects such as “consumer characteristics and spending habits”, “integrated marketing strategy”, “marketing positioning”, which bined 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 remendations 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 bine 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 3 / 38目 錄中文摘要 ............................................................................................................................................... 1 ABSTRACT......................................................................................................................................... 2 1 緒論 .................................................................................................................................................... 5 研究背景 ????????????????????????????????? 5 研究目的 ????????????????????????????????? 5 研究框架 ????????????????????????????????? 6 研究方法 ????????????????????????????????? 7 2 相關(guān)營銷理論綜述 ............................................................................................................................ 9 市場營銷理論基本內(nèi)容 ??????????????????????????? 9 市場細(xì)分 ........................................................................................................................... 10 市場營銷策略 ................................................................................................................... 12 整合營銷 ........................................................................................................................... 14 康師傅飲料業(yè)務(wù)營銷相關(guān)研究綜述 ?????????????????????? 15 3 康師傅品牌飲料現(xiàn)狀分析 ........................................................................................................... 17 康師傅品牌飲料簡介 ??????????????????????????? 17 康師傅品牌飲料的 SWOT 分析 ???????????????????????? 17 康師傅品牌飲料的優(yōu)勢： ............................................................................................... 18 康師傅品牌飲料的劣勢： ............................................................................................. 18 康師傅品牌飲料存在的機(jī)會(huì)： ..................................................................................... 19 康師傅品牌飲料所面臨的威脅： ................................................................................... 20 消費(fèi)者特征與消費(fèi)習(xí)慣分析 ???????????????????????? 21 消費(fèi)者特征 .................................................................................................................. 21 消費(fèi)者消費(fèi)習(xí)慣 ............................................................................................................ 21 4 康師傅飲料營銷策略 ................................................................................................................... 22 營銷定位 ???????????????????????????????? 22 企業(yè)品牌定位 ................................................................................................................ 22 目標(biāo)市場定位 ................................................................................................................ 22 目標(biāo)消費(fèi)群定位 ............................................................................................................ 22 產(chǎn)品策略定位 ................................................................................................................ 23 渠道策略定位 ................................................................................................................ 24 促銷策略定位 ................................................................................................................ 24 營銷推廣策略 ??????????????????????????????? 25 渠道促銷 ........................................................................................................................ 25 4 / 38 營銷傳播 ..................................................................................