娃哈哈饮料潍坊市场营销策略研究

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1、坊市场的市场营销策略，可以为饮料行业的其他企业营销策略的制订与实施提供参考依据。关键词：娃哈哈集团饮料营销环境市场营销策略THEMARKETINGSTRATEGYSTUDY0NDRINKSOFWrAHAHACOMPANYINWEIFANGABSTRACTWiththedevelopmentofeconomyandthecontinuousimprovementofpeople’Slivingstandard，people’8lifestyleandconsumptionlevelhavegreatlychanged·Bevera

2、geproduct，asafast-movingconsumergoodshasbecomeanimportantpartofthenecessitiesofhumanlifeandthedemandofithasalsograduallyincreased，whichtosomeextenthasleadtothedevelopmentofbeverageindustryinChina．Undertherapiddevelopmentandmaturityofbeverageindustry,themarketcompetit

3、ionisincreasinglyfierce．Howtomakeeffectivemarketingstrategyandexpandthemarketshareofenterpriseproductsbecomesaprimaryissueinmedevelopment～ofenterprises．WahahagroupWasfoundedin1987．After20yearsofdevelopment，itnowbecomesalarge．scalefoodandbeverageenterprisewiththeprodu

4、ctofninecategoriesaboutmorethan150varieties．Theyare：milkbeverage，carbonateddrinks，．teadrinks，bottledwater,juice，beverage，cannedfood，medicine，healthfood，leisurefoodandinfantmilkpowder．AsChina’Slargestbeverageenterprise，Wahahadevelopedrapidly,atthesametime，theenterpris

5、emarketingstrategyisalsofacingwithmanychallenges．ThispapermakesresearchofWeifangmarketoperationsofWahahadrinks．OnthebasisofmarketingtheoryandaccordingtotheactualsituationanddevelopmentofWahahadrinks，weusemarketingtheorysuchasSWOTandFiveForcesModelOfCompetitiontomakea

6、nalysisoftheinsideandoutsideenvironmentofWahahacompany．AlsoweputforwardthesuitablemarketingstrategyaswellastheimplementationsuggestionandoptimizationschemeofWahahadrinksonthebasisofproductstrategy,pricestrategy,channelstrategyandpromotionstrategy．ItCanalsoprovidether

7、eferenceandrevelationforWeifangmark．etingstrategyofWahahacompanyandothercompanies．Thispaperisdividedintosevenparts．Thefirstpartmainlyfocusontheresearchbackground，researchpurposeandresearchsignificanceaswellasresearchactualityandresearchideas；Thesecondpartelaboratesth

8、emarketingtheory,mainlyincluding4Psmarketingtheory,STPtheory,experiencemarketingtheory,networkmarketingtheorygreenmarketingtheory,e