【正文】 on 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(yè)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(huán)境分析 ......................................................................................... 5 國內(nèi)環(huán)境 .............................................................................................................. 5 桂林市場分析 ........................................................................................................ 6 3 顧客消費行為分析 ................................................................................................... 10 調(diào)查方案設計 ..................................................................................................... 10 調(diào)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(chǎn)品策略 ..................................................................................................... 23 分銷策略 ..................................................................................................... 24 傳播策略 ..................................................................................................... 24 怡泉 +C 的 SWOT 分析 ........................................................................................... 25 優(yōu)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(chǎn)品策略 ............................................................................................................ 26 定價策略 ............................................................................................................ 27 xxx 大學畢業(yè)論文 分銷渠道 ............................................................................................................ 27 促銷策略 ............................................................................................................ 27 總體營銷計劃 .............................................................................................. 27 廣告效應強 .................................................................................................. 29 促銷宣傳 ..................................................................................................... 30 6 結論 ......................................................................................................................... 31 參考文獻 ....................................................................................................................... 32 致 謝 ....................................................................................................................... 33 附 錄 ........................................................................................................................... 34 xxx大學畢業(yè)論文 第 1頁 共 28頁 引言 隨著人民生活水平的不斷提高，人們對于食品消費的要求越來越高。一旦吸收，就分布 到體內(nèi)所有的水溶性結構中。此外，其獨特的瘦長瓶型，配合鮮亮的檸檬黃色，加上“英倫經(jīng)典源自1783”的廣告語，給人一種非凡的經(jīng)典時尚感受。特別是在桂林經(jīng)濟繼續(xù)維持快速增長的背景下，居民收入和購買能力持續(xù)提高，這成為桂林消費增長，尤其是桂林食品飲料消費品消費增長的強大動力，并且這種趨勢在未來的幾年內(nèi)還將持續(xù)。檢驗了大學四年培養(yǎng)的營銷思想和營銷眼光。碳酸飲料、果汁飲料 、植物蛋白質(zhì)飲料多種飲料紛紛亮相，并隨著國民收入的提高和消費觀念的改變，已被越來越多的人接受和消費。 渠道管理混亂。在桂林經(jīng)濟繼續(xù)維持快速增長的背景下，居民收入和購買能力持續(xù)提高，這成為桂林消費增長，尤其是桂林食品飲料消費品消費增長的強大動力，并且這種趨勢在未來的幾年內(nèi)還將持續(xù)。預計飲料業(yè)今年和未來的幾年將保持超過 18%的增長速度，銷售均價也可能略有上升。 研究意義 （ 1）通過資料的收集和實踐觀察，從整個行業(yè)的角度探討一個企業(yè)的營銷策略，經(jīng)過發(fā)現(xiàn)問題、提出問題并解決的問題的過程，提升自己理論寫作水平