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上海交通大学硕士学位论文上海延中饮料公司营销策略研究姓名：张铭财申请学位级别：硕士专业：工商管理指导教师：仰书纲20050612200520082BCGTHERESEARCHOFSHANGHAIYANZHONGBEVERAGECO.,LTD.FORMARKETINGSTRATEGYABSTRACTOnthebasisofintroducingthecurrentsituationanddevelopingprospectofbeverageindustryinchinaandshanghai,thisthesisanalyzesthepresentandfuturesituationofchinesebeverageindustryandshanghaimarket,simplyintroducesYANZHONGCo.,Ltd..Itrecognizesthatchinesebeverageindustryislikethemorningsunandintheperiodofrapiddevelopment,andthatthebeverageconsumptioninshanghaiincreasesatahigh-speed,andthemarketcapacityishuge.YANZHONGCo.,Ltd.existsinakeencompetitivemarketwithlotsofopportunitiesandthreats.Thisthesisanalyzestheexternalandinternalenvironmentandcompetitiveprofile,putsforwardtheplanforstrategy-expendingofYANZHONGCo.,Ltd.,andsetsforththelong-termrevenueobjectiveofYANZHONGCo.,Ltd.accordingtoitspresentstateanddevelopingtrendbywayoftheadvancedanalyticmethods.-----100millionyuan(RMB)intheyear2005and200millionyuan(RMB)in2008.ByusingtheanalyticmeansincludingBCGmatrixandtheanalysisofbusiness’profitability,aframeworkofmanagementstrategyofYANZHONGCo.,Ltd.whichmainlyconsistsofmarketdevelopment,productdevelopmentandforwardintegrationisestablished.ThisthesissearchesoutaseriesofproblemsinYANZHONGCo.,Ltd.whicharenon-accuratemarketpositioning,shortproductline,regionalrestrictiononbrand,etc.bycomparingandanalyzingtheirdifferentmarketingstrategiesamongthesuccessfulenterprisesCOCA-COLA(USA)andWAHAHA(CHINA).Andmoreover,bythestudyingonconsumers’behavior,itdeterminesthefuturestrategypositioningonmarketing,product,channel,promotionandbrand.Inordertoattaintheeffectofmarketingstrategyimplementation,thisthesisputsforwardtheworkswhichshouldbestrengthenednextstepforYANZHONGCo.,Ltd.(channel,terminal,advertisingandinformationsystems’construction,etc.)KEYWORDS:managementstrategy,marketingstrategy,marketdevelopment,productdevelopment,channel,promotionMBA110%2003230020153700200330%200320020%70%133%4000200505072005050720050507MBA11110.5%1982204421.1111997200210692025200323002005270020153700198028.8100330.31120.71490.81669.22025237027003700050010001500200025003000350040001980198519901995200020012002200320052015200311198021.1%GDP8250MBA2101/51/2411111.57573.5120118.517640397.210092.8//0.5//76.5CCEI132240/3,1230%200328%40%38%200012%200321%20007%200313%2004200328%38%21%13%200312MBA320036.6%7.9%13.6%200340%132003132001-200342003128956%20%13.6%1211600500200410187922%010203040506070200120022003MBA4141301381461802190501001502002501999200020012002200320031422004QS2005570%20011312.12CR466.9%63.4%85.2%87.7%30%50%,13200313CR461.3%50%93.4%80%CR4CR4CR413.4%20015200120032003CR4MBA5122001%%%%135.6.34.549.339.3213.711.430.938.239.79.84.26.247.97.70.84.056.77.30.41.965.06.00.31.873.14.40.31.082.74.40.20.992.02.50.20.5101.01.40.20.4132003%%%%1339.152366314212112120928138.7118203127466109156785387506620(20041)1310%MBA61120037.9%,20038212.3%37%44%2003200471414200320032004%%%134.233.933.4214.412.114.637.98.710.046.27.89.655.36.69.364.95.87.174.35.35.4(20038200418)14510.8/0.50.6/23/2MBA720036446.6%13.6%”70%25%20%5%20039712.8%44%31.4%59.5%12.7%7.8%20%C3200348338%200217%21%80%20031770%15MBA815200320032004%%%136.636.638.0221.720.929.0320.320.314.2415.515.612.853.34.34.720038200418410%200329913%40%200321133%CPETMBA9161616200320032004%%%116.815.214.8211.712.113.839.211.812.948.810.911.957.79.811.366.78.18.876.46.37.386.34.97.195.03.54.1104.73.14.020038200418520004720071200.5768%25%7%5.3%2004242003200417MBA1017200320032004%%%160.629.930.8215.820.318.339.915.716.949.012.99.451.78.17.463.06.36.776.91.520038200418MBA1112345141()20031290%19951998IBMANSF200220032004QS200,28000518.5L200310%20150013.8L150013.8LMBA1225310EMOEM181815253545556573853309600ml101250ml13011600ml1012330ml513500ml1014550ml15330ml15163.8L1173.8L183.8L1193.8L113034926213431672821919MBA133751355228494639334939334MBA14MBA15211GDP8%20049.7%GDP10%200414.8%200415145000693814.8%851315FMCG200448.221.7%39%288%55%2200218316.7%1611999MBA1650%83200236200373/105/172/86/40%4160050052003QS6782002105770034251600MBA179WTO10WTO11352003912204001359221MBA188.7%(1.2),22004245.6RMB3R/O1/52004201020101/34OEMMBA195FMCG20032004110%232311200358.7%20049.6%4023200236501131/341120021MBA20232123200344567OEM20034084030%924SWOTSWOT1SOWOSTWTMBA212WO3ST4WTSWOT212-1SWOTS1.2.3.4.1W1.2.3.4.5.6.7.OEM8.9.O1.2.3.4.5.6.7.8.9.WTO1.S2S4O1O2O82.S2S3O1O2O8O93.O1O2O7O8O9W7W8T1.2.3.4.5.6.7.OEM8.4.S1S2S3T1T3T5T6T7T85.W4W8T1T2T5T6T7MBA22211SO1422200330227650%12230%%%%373453376631358260208497345193195208127162164169811471256873114110535439104364530991941249115362189122003CMMS2SO30%3WOMBA234ST182004819.842084.608.5%4.7%5WTSWOT252002200369002002502437.5%20047550844122.3%200520051.0524.4%20082.0030%MBA2431BCGBCG2060BCG313231BCG3213401021181814592200321203163852650211690033013014040156552004%327.518.61227.110.6221136151084131521684412004%4.314.327.21022.422.39.6/33.4=0.29%520183372004832BCG31MBA25/1.031BCG311123432BCG10%X1MBA263320043320041330140130154065522111084361521613158441%26.212.842.82.615.6100.06701064251921010425505