绿想集团苹果醋饮料营销战略研究
摘要
近年来，随着陕西省苹果年产量的迅速增加，“发展苹果深加工”已是一条提高苹果附加值，缓解苹果储存、运输、销售等压力的有效途径。作为苹果深加工产品之一的苹果醋饮料，因其具有帮助消化、生津止渴、消暑解酒、减肥、缓解疲劳、美容养颜等保健功能，已成为目前世界上饮料工业中迅速发展的饮品，国际、国内市场需求量很大。陕西绿想集团在这方面走出了一条果业产业化的路子—拓宽、延长、做活、做强苹果产业链，在生产浓缩苹果汁的基础上，引进日本先进的饮料生产设备，开发和生产了被誉为风靡世界的第四代饮料—苹果醋饮料。作为饮料新品种，苹果醋饮料市场竞争异常激烈，绿想集团如何制定和实施行之有效的营销战略，实现苹果醋饮料营销的成功成为企业面临的重要课题。
本文采用问题驱动型的研究思路，以绿想集团苹果醋饮料营销战略制订为主线，采用统计分析，SWOT分析，PEST分析及财务分析的方法，结合最新的营销理论，探讨和研究如何制定和实现绿想集团苹果醋饮料的营销战略。
本文通过对绿想集团苹果醋饮料所处的环境及竞争对手的分析，系统地阐述了绿想集团苹果醋饮料所具有的优势和劣势、面临的机会与威胁，在此基础上提出了决胜终端的营销战略。在决胜终端战略的指导下，确定了绿想苹果醋饮料的营销组合策略以及实现营销战略的保障体系。
本论文是一篇应用型研究论文，理论联系实际，提出的决胜终端营销战略及制定的差别定价策略，多渠道策略及广告促销及超市促销策略等营销组合策略具有较强的实用性和可操作性，对苹果醋饮料企业及其他饮料企业具有一定的借鉴作用。
In recent years , along with the quick increase of Shaanxi apple annual yield , "Develop the deep process of apple " It has been raise attaching value of apple , Relieve the apple store ,Transportation , Valid method of markets and so on pressure . As the deep process produce of apple one of the apple vinegar beverage ,Have as a result of such that the help digests,Promo ting the secretion of saliva quenchs thirst , Spending a summer holiday sobers up, Reduce weight, Relieve fatigue , The health care meritorous service capacitys such as prestige and so on is keepd in the cosmetology , Become swift development in the beverage industry on the world at the moment product drinking , Internation,The domestic marketplace demand is very great . Shaanxi Lvxiang group this respect being living and gos away out the consequence trade industrialization approach 梂iden, Prolong,Doing lives , Make the industrial link of powerful apple , The manufacture being living is enrichd on the apple juice base , Introduce from elsewhere the well-developed beverage manufacture installation of Japan , 4th generation of beverage in the fashionable world praised in development and manufacture 桝pple vinegar beverage .As the fresh strain of beverage , The contest in apple vinegar beverage marketplace is particularly intensely , How Lvxiang group draws up and implements the effectual marketing strategy , Achieving the apple vinegar beverage marketing success becomes that the business is confronted with and the significant task which researcied .
The original adopts the problem drive mould research thinking , With Lvxiang group that the apple vinegar beverage marketing strategy formulation is the thread , Adopt statistical analysis , SWOT analyses , Analysis of PEST's and financial affairs analysis means , Unite the freshest marketing theory , How inquirement and researcies draws up and achieves green is Lvxiang group apple vinegar beverage marketing strategy .
The original by means of adjust Lvxiang group apple vinegar beverage part environment and the analysis of competitor , Systematically elaborate greenly reckons that the circle apple vinegar beverage havees preponderance and inferior strength , Opportunity that is confronted with together with intimidation , Terminal end marketing strategy was living to propose on this base to decide the issue of the battle . Being living to decide the issue of the battle , terminal
end strategy direction is geted off , Fix Lvxiang group that the apple vinegar beverage marketing compose the tactics along with achieves the marketing strategy guarantee setup .
This dissertation is one sheet of application mould research dissertation , Practice is geted in touch with to theory , Disparity price tactics deciding the issue of the battle terminal end marketing strategy and formulation which propose , Much irrigations ditch tactfully reach the advertisement and promote to annul to reach the super municipality and promotees annuling the marketings such as tactics and so on compose tactfully haveing powerfuler pragmatic quality and operation , The apple vinegar beverage business havees the specified reference action to reaching else beverage business .
本文采用问题驱动型的研究思路，以绿想集团苹果醋饮料营销战略制订为主线，采用统计分析，SWOT分析，PEST分析及财务分析的方法，结合最新的营销理论，探讨和研究如何制定和实现绿想集团苹果醋饮料的营销战略。
本文通过对绿想集团苹果醋饮料所处的环境及竞争对手的分析，系统地阐述了绿想集团苹果醋饮料所具有的优势和劣势、面临的机会与威胁，在此基础上提出了决胜终端的营销战略。在决胜终端战略的指导下，确定了绿想苹果醋饮料的营销组合策略以及实现营销战略的保障体系。
本论文是一篇应用型研究论文，理论联系实际，提出的决胜终端营销战略及制定的差别定价策略，多渠道策略及广告促销及超市促销策略等营销组合策略具有较强的实用性和可操作性，对苹果醋饮料企业及其他饮料企业具有一定的借鉴作用。
In recent years , along with the quick increase of Shaanxi apple annual yield , "Develop the deep process of apple " It has been raise attaching value of apple , Relieve the apple store ,Transportation , Valid method of markets and so on pressure . As the deep process produce of apple one of the apple vinegar beverage ,Have as a result of such that the help digests,Promo ting the secretion of saliva quenchs thirst , Spending a summer holiday sobers up, Reduce weight, Relieve fatigue , The health care meritorous service capacitys such as prestige and so on is keepd in the cosmetology , Become swift development in the beverage industry on the world at the moment product drinking , Internation,The domestic marketplace demand is very great . Shaanxi Lvxiang group this respect being living and gos away out the consequence trade industrialization approach 梂iden, Prolong,Doing lives , Make the industrial link of powerful apple , The manufacture being living is enrichd on the apple juice base , Introduce from elsewhere the well-developed beverage manufacture installation of Japan , 4th generation of beverage in the fashionable world praised in development and manufacture 桝pple vinegar beverage .As the fresh strain of beverage , The contest in apple vinegar beverage marketplace is particularly intensely , How Lvxiang group draws up and implements the effectual marketing strategy , Achieving the apple vinegar beverage marketing success becomes that the business is confronted with and the significant task which researcied .
The original adopts the problem drive mould research thinking , With Lvxiang group that the apple vinegar beverage marketing strategy formulation is the thread , Adopt statistical analysis , SWOT analyses , Analysis of PEST's and financial affairs analysis means , Unite the freshest marketing theory , How inquirement and researcies draws up and achieves green is Lvxiang group apple vinegar beverage marketing strategy .
The original by means of adjust Lvxiang group apple vinegar beverage part environment and the analysis of competitor , Systematically elaborate greenly reckons that the circle apple vinegar beverage havees preponderance and inferior strength , Opportunity that is confronted with together with intimidation , Terminal end marketing strategy was living to propose on this base to decide the issue of the battle . Being living to decide the issue of the battle , terminal
end strategy direction is geted off , Fix Lvxiang group that the apple vinegar beverage marketing compose the tactics along with achieves the marketing strategy guarantee setup .
This dissertation is one sheet of application mould research dissertation , Practice is geted in touch with to theory , Disparity price tactics deciding the issue of the battle terminal end marketing strategy and formulation which propose , Much irrigations ditch tactfully reach the advertisement and promote to annul to reach the super municipality and promotees annuling the marketings such as tactics and so on compose tactfully haveing powerfuler pragmatic quality and operation , The apple vinegar beverage business havees the specified reference action to reaching else beverage business .
引文
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[2] 龙夫，新世纪饮料新潮流，《中国食品》，2000．5
[3] 马世儒，品味饮料市场，《中国商贸》，1998．3
[4] 甘华鸣、许志峰、高照娟著，《战略管理操作规范》，企业管理出版社，2004．1
[5] Charles W.L.Hill, Gareth R.Jones, "Strategic Management", HOUGHTON MIFFLIN COMPANY, Boston Newyork,Fourth Edition
[6] Philip Kotler, "Marketing Management" ,Tenth Edition, 2001.8
[7] 陈军、贺军辉，和对手短兵相接的利器—强化售点广告，《现代营销》，2003．2
[8] 苏珊娜．特纳博士著，何良译，《管理者的管理工具》，企业管理出版
社，2002．1
[9] 沈琴著，《WTO与软饮料营销》，湖北人民出版社，2001．10
[10] 魏庆＼顾凡＼贺亮，《中国企业新产品营销》，四川人民出版社，2003，P179-218
[11] 张海秉，企业目标市场选择，《市场周刊》，2004．1
[12] 王静，绿色价格定价策略，《价格与市场》，2003．9
[13] 乐之，10大经典市场策略，《中国市场》，2003．9
[14] 高定基，联合促销商战中的双赢战车，《经营与管理》，2003．3
[15] 陈煜、尚阳，食品饮料行业销售渠道模式，《销售与市场》，2001．2
[16] 矛理翔，终端卖场6S管理规范，《商界—中国企业管理模式经典》，2001．3
[17] 师萍，《财务管理》，华南理工大学出版社，1999．9
[18] 范云峰著，《终端—中国企业市场运作实战工具书》，京华出版社，2003．11
[19] 智汇工作室编，《渠道为王》，四川科学技术出版社，2003．12
[20] 傅煜，《营销内参》，海天出版社，2003．3
[21] 格雷姆．得吕英、约翰．恩索尔著，《战略管理—规划与控制》，中国市场出版社
[22] 林峰、朱新建、肖飞、胥朝瑜，饮料新品终端推荐办法，《销售与市场》，2004．2
[2] 龙夫，新世纪饮料新潮流，《中国食品》，2000．5
[3] 马世儒，品味饮料市场，《中国商贸》，1998．3
[4] 甘华鸣、许志峰、高照娟著，《战略管理操作规范》，企业管理出版社，2004．1
[5] Charles W.L.Hill, Gareth R.Jones, "Strategic Management", HOUGHTON MIFFLIN COMPANY, Boston Newyork,Fourth Edition
[6] Philip Kotler, "Marketing Management" ,Tenth Edition, 2001.8
[7] 陈军、贺军辉，和对手短兵相接的利器—强化售点广告，《现代营销》，2003．2
[8] 苏珊娜．特纳博士著，何良译，《管理者的管理工具》，企业管理出版
社，2002．1
[9] 沈琴著，《WTO与软饮料营销》，湖北人民出版社，2001．10
[10] 魏庆＼顾凡＼贺亮，《中国企业新产品营销》，四川人民出版社，2003，P179-218
[11] 张海秉，企业目标市场选择，《市场周刊》，2004．1
[12] 王静，绿色价格定价策略，《价格与市场》，2003．9
[13] 乐之，10大经典市场策略，《中国市场》，2003．9
[14] 高定基，联合促销商战中的双赢战车，《经营与管理》，2003．3
[15] 陈煜、尚阳，食品饮料行业销售渠道模式，《销售与市场》，2001．2
[16] 矛理翔，终端卖场6S管理规范，《商界—中国企业管理模式经典》，2001．3
[17] 师萍，《财务管理》，华南理工大学出版社，1999．9
[18] 范云峰著，《终端—中国企业市场运作实战工具书》，京华出版社，2003．11
[19] 智汇工作室编，《渠道为王》，四川科学技术出版社，2003．12
[20] 傅煜，《营销内参》，海天出版社，2003．3
[21] 格雷姆．得吕英、约翰．恩索尔著，《战略管理—规划与控制》，中国市场出版社
[22] 林峰、朱新建、肖飞、胥朝瑜，饮料新品终端推荐办法，《销售与市场》，2004．2