康师傅品牌饮料营销策略研究讲述.doc

北京交通大学 毕业论文 康师傅品牌饮料营销策略研究 姓 名: 孙 颖 学 号: 指导教师: 郝 宏 兰 专 业: 工商管理 日 期: 二0一三年十月 中文摘要 本文从消费者特征及消费习惯、整合营销策略、营销定位等几个主要层面，结合康师傅品牌的实际情况进行分析。主包括，主要论述了本文的研究背景及目的，框架和研究方法；第二部分主要将本文所涉及到营销理论进行了简要介绍，包括细分、营销等第三部分，包括康师傅品牌饮料简介品牌饮料的、以上分析对康师傅品牌饮料与建议定位和营销推广策略两个方面 本文的研究意义是市场营销策略的理论知识对康品牌饮料的现状问题进行分析，给与相应的对策分析希望能够对相关企业的营销提供一定的启示。 词：营销；营销定位策略 ABSTRACT As market competition intensifies, product segmentation is becoming 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 combined 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 recommendations 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 combine theoretical knowledge of marketing strategy for Master Kong brand drinks marketing situat