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四川大学工商管理硕士(MBA)学位论文题目某饮品企业新产品营销策略设计作者完成日期2011年4月1日培养单位四川大学工商管理学院指导教师研究方向市场营销论文类别管理方案设计授予学位日期年月日四川大学工商管理硕士(MBA)学位论文i某饮品企业新产品营销策略设计工商管理硕士专业研究生：指导老师：摘要某饮品企业正处在由单一的饮用包装水产品向多品类饮料产品转型的时期，其营销策略的问题已经成为决定今后发展的关键问题，如何能准确把握市场竞争态势，制定出适合企业实际的营销策略，是本文的研究目的。对于具有相似情况的其他众多饮料企业，本文也有理论意义和实践价值。本文将从四个层面阐述和论证：第一个层面，概括介绍我国饮料行业的发展现状、市场发展趋势和典型饮料企业的现状；第二个层面，从宏观环境和微观环境两方面分析某饮品企业的营销环境，用SWOT分析的方法总结了某饮品企业的竞争优势和劣势以及面临的机会和威胁；第三个层面，从市场的细分和定位入手，研究了产品策略、品牌策略、价格策略、渠道策略和广告促销等策略的制定；第四个层面，浅析了营销策略执行中的营销控制问题。本文的结论：某饮品企业在推出新产品时期，既要充分认识行业的良好发展形势，树立坚定发展的信心，也要理性客观的审视自身，挖掘潜力，弥补不足，以科学的态度对待营销问题，步步为营，打好营销策略组合拳，走出一条可持续健康发展的营销之路。关键词：饮品企业营销环境营销策略四川大学工商管理硕士(MBA)学位论文iiAbeveragecompany'snewproductsmarketingstrategydesignMasterofBusinessAdministrationGraduateStudent:huangzhengSupervisor:LuoLiAbstractAdrinkscompanyisinthepackagingofaquaticproductsconsumedbyasinglecategoryofbeverageproductstomorethanaperiodoftransition,anditsmarketingstrategyhasbecomeakeyissueforfuturedevelopmentdecisions,howcanaccurategraspofmarketcompetition,forbusinessestodeveloppracticalmarketingstrategyisthepurposeofthisstudy.Similarsituationformanyotherbeveragecompanies,wealsohavetheoreticalandpracticalvalue.Thispaperwillelaborateandprovethepointfromfourparts:Thefirstpartintroducesthedevelopmentstatus,thetendencyofthemarketdevelopment,typicalenterprisesofChinesebeverageindustry.ThesecondpartisanalyzingthemarketingenvironmentofthebeverageenterprisefromthemacroenvironmentandmicroenvironmentandusingSWOTmethodtoanalyzeitsstrengthsandweaknessandtheopportunitiesandthreatsfaces.Chapterthreediscussestheformulationoftheproductstrategy,brandstrategy,pricestrategy,channelstrategyandadvertisingstrategy,startingwiththemarketlocalizationandthesegmentation.Atlast,thispapergivesabriefanalysisoftheMarketingControlintheenforcementofthemarketingstrategy.Conclusion:Abeveragecompanyintheperiodofintroductionofnewproducts,ontheonehand,hastofullyrealizethethegoodsituationofthisindustry,strengthenconfidencetodevelop,andontheotherhand,needstosearchouttheshortcomingsobjectivelyandrationally,diglatentcapacity,madeuptheweakpoints,dealwiththemarketingproblemwithscientificattitude,playacombinationofmarketingstrategystepbysteptowalkoutahealthsustainabledevelopmentwayofmarketing.Keywords:BeverageEnterprise；MarketingEnvironment；MarketingStrategy四川大学工商管理硕士(MBA)学位论文iii目录第1章绪论................................................11.1研究背景及意义..................................................11.2研究方法........................................................11.3论文结构........................................................2第2章我国饮料行业状况分析.................................32.1我国饮料行业整体情况............................................32.1.1我国饮料行业发展现状................................................32.1.2我国饮料行业各品类现状..............................................32.2我国饮料市场的发展趋势..........................................62.3我国饮料企业的现状..............................................7第3章某饮品企业营销环境分析...............................93.1某饮品企业概况..................................................93.2宏观环境分析....................................................93.3微观环境分析...................................................103.3.1消费需求分析.......................................................103.3.2竞争者分析.........................................................113.4SWOT分析......................................................123.5某饮品企业营销方面存在的问题...................................14第4章某饮品企业新产品营销组合策略设计....................164.1某企业新产品的基本情况.........................................164.2市场细分和市场定位.............................................164.2.1市场细分...........................................................164.2.2差异化竞争战略.....................................................184.3品牌策略.......................................................204.4价格策略.......................................................214.4.1定价策略...........................................................214.4.2价格调整策略.......................................................23四川大学工商管理硕士(MBA)学位论文iv4.5渠道策略.......................................................244.5.1渠道设计与选择.....................................................244.5.2终端建设...........................................................264.6广告与促销策略.................................................274.6.1广告策略...........................................................274.6.2营业推广与人员促销.................................................294.6.3促销中应注意的问题.................................................304.7营销控制.......................................................314.7.1营销体系的支撑.....................................................314.7.2营销过程控制.......................................................324.7.3营销组织管理.......................................................33第5章结束语.............................................34参考文献...................................................35四川大学工商管理硕士(MBA)学位论文1第1章绪论“我要我的滋味”，这样一句广告语，道出了今天的饮料市场中消费者多元化的需求和个性主张。随着中国“世界第二大饮料生产国”地位的确立，整体销量增长的同时也伴随着产品种类的井喷，消费者对于饮料的选择已经涵盖了越来越多的因素，行业内逐鹿的群雄，也早已练就顾此而不失彼的功夫。如何满足并不断开发消费者对饮料多元化的需求，并将其变为企业的利润源泉，是摆在每一个饮料企业面前的必须解决的