【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(xué)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(yíng)銷組合策略 .................................................................................................. 4 3 怡泉 +C 市場(chǎng)營(yíng)銷環(huán)境分析 ......................................................................................... 5 國(guó)內(nèi)環(huán)境 .............................................................................................................. 5 桂林市場(chǎng)分析 ........................................................................................................ 6 3 顧客消費(fèi)行為分析 ................................................................................................... 10 調(diào)查方案設(shè)計(jì) ..................................................................................................... 10 調(diào)查總結(jié) ............................................................................................................ 20 4 公司自身情況分析 ............................................................................................... 20 怡泉 +C 品牌簡(jiǎn)介 ................................................................................................ 21 營(yíng)銷狀況分析 ..................................................................................................... 22 存在問(wèn)題和營(yíng)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(shì) (Strength) .......................................................................................... 25 劣勢(shì) (Weakness) .......................................................................................... 25 機(jī)會(huì) (Opportunity) ..................................................................................... 25 威脅 (Threat) .............................................................................................. 25 5 “怡泉 +C”營(yíng)銷策劃 ................................................................................................. 26 產(chǎn)品策略 ............................................................................................................ 26 定價(jià)策略 ............................................................................................................ 27 xxx 大學(xué)畢業(yè)論文 分銷渠道 ............................................................................................................ 27 促銷策略 ............................................................................................................ 27 總體營(yíng)銷計(jì)劃 .............................................................................................. 27 廣告效應(yīng)強(qiáng) .................................................................................................. 29 促銷宣傳 ..................................................................................................... 30 6 結(jié)論 ......................................................................................................................... 31 參考文獻(xiàn) ....................................................................................................................... 32 致 謝 ....................................................................................................................... 33 附 錄 ........................................................................................................................... 34 xxx大學(xué)畢業(yè)論文 第 1頁(yè) 共 28頁(yè) 引言 隨著人民生活水平的不斷提高，人們對(duì)于食品消費(fèi)的要求越來(lái)越高。一旦吸收，就分布 到體內(nèi)所有的水溶性結(jié)構(gòu)中。此外，其獨(dú)特的瘦長(zhǎng)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(yǔ)，給人一種非凡的經(jīng)典時(shí)尚感受。特別是在桂林經(jīng)濟(jì)繼續(xù)維持快速增長(zhǎng)的背景下，居民收入和購(gòu)買能力持續(xù)提高，這成為桂林消費(fèi)增長(zhǎng)，尤其是桂林食品飲料消費(fèi)品消費(fèi)增長(zhǎng)的強(qiáng)大動(dòng)力，并且這種趨勢(shì)在未來(lái)的幾年內(nèi)還將持續(xù)。檢驗(yàn)了大學(xué)四年培養(yǎng)的營(yíng)銷思想和營(yíng)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(guó)民收入的提高和消費(fèi)觀念的改變，已被越來(lái)越多的人接受和消費(fèi)。 渠道管理混亂。在桂林經(jīng)濟(jì)繼續(xù)維持快速增長(zhǎng)的背景下，居民收入和購(gòu)買能力持續(xù)提高，這成為桂林消費(fèi)增長(zhǎng)，尤其是桂林食品飲料消費(fèi)品消費(fèi)增長(zhǎng)的強(qiáng)大動(dòng)力，并且這種趨勢(shì)在未來(lái)的幾年內(nèi)還將持續(xù)。預(yù)計(jì)飲料業(yè)今年和未來(lái)的幾年將保持超過(guò) 18%的增長(zhǎng)速度，銷售均價(jià)也可能略有上升。 研究意義 （ 1）通過(guò)資料的收集和實(shí)踐觀察，從整個(gè)行業(yè)的角度探討一個(gè)企業(yè)的營(yíng)銷策略，經(jīng)過(guò)發(fā)現(xiàn)問(wèn)題、提出問(wèn)題并解決的問(wèn)題的過(guò)程，提升自己理論寫作水平