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论文编号：	14853
作者编号：	2320223892
上传时间：	2024/12/4 16:35:41
中文题目：	中粮可口可乐饮料（天津）有限公司 碳酸饮料营销策略优化研究
英文题目：	The Study on Marketing Strategy Optimization of Carbonate Beverages for Tianjin Cofco Coca-Cola Beverages Ltd
指导老师：	古志辉
中文关键字：	天津中可；碳酸饮料；可口可乐；营销策略
英文关键字：	Tianjin COFCO Coca-Cola; Carbonated Beverages; Coca-Cola; Marketing Strategy
中文摘要：	受城镇化进程加快、居民可支配收入增长以及消费升级等因素的推动，近年来中国软饮料市场规模持续扩大，2022年我国软饮料市场规模达到12478亿元，长期增长趋势明显。碳酸饮料作为我国市场上最早出现的软饮料，在人们的消费中扮演着不可替代的角色。随着减糖浪潮的兴起以及消费者健康意识的提升，市场上对碳酸饮料的负面声音越来越高，消费者的消费热情有所下降，碳酸饮料市场份额萎缩。考虑到目前市场对碳酸饮料的需求仍在，需要企业在碳酸饮料的营销上顺应市场潮流，做出一定的改变，在未来在激烈的竞争中做好创新升级。 本文以中粮可口可乐饮料（天津）有限公司碳酸饮料营销策略优化为研究对象，通过4P营销理论分析了天津中可整体上的产品战略，运用SWOT分析法针对对碳酸饮料的营销策略现状及成因进行分析。其次对饮料市场进行市场细分，并以此为基础确定了目标市场选择，进行市场定位。继而根据定位，结合7Ps营销理论，从产品策略、价格策略、渠道策略、促销策略和3Ps策略阐述了天津中可碳酸饮料营销策略优化方案。最后为了保证优化方案的顺利落地实施，提出了组织改良和人员优化、经费保障和数据系统支持、企业文化建设与生态合作保障等具体措施。 本文得出的结论是：首先，要持续推出新品维持市场热度，提升品牌本身的市场关注度与话题性，抓住无糖产品风口加码布局，创新特色包装得到消费者的青睐；其次，通过组合定价和差异化定价，降低消费者对于价格的敏感度，强化自己的实际需求，拓宽产品销路，扩大企业利润；再次，应加强对渠道的管理与开发，通过对传统线下渠道进行优化和对线上新渠道进行探索，以适应市场竞争的新条件，实现企业的最大利润与可持续发展；同时，创新场景营销和公关营销模式，提升营销效果，拉近与消费者之间的距离；最后，通过实行与客户高效协同的人员策略、制定覆盖全生命周期的服务过程策略和强化品牌认知度的有形展示策略，达到营销策略的全方位优化。希望本文能够对饮料行业其他厂商或系统内部兄弟装瓶厂的发展起到借鉴作用。
英文摘要：	Driven by factors such as the acceleration of urbanization, the growth of residents' disposable income, and consumption upgrading, the scale of China's soft drink market has continued to expand in recent years, reaching 1,247.8 billion yuan in 2022, with a clear long-term growth trend. As the earliest soft drink to emerge in China's market, carbonated beverages play an irreplaceable role in people's consumption. However, with the rise of the sugar reduction trend and the enhancement of consumers' health awareness, negative voices towards carbonated beverages in the market have increased, leading to a decline in consumer enthusiasm and a shrinking market share of carbonated beverages. Considering the ongoing demand for carbonated beverages in the market, enterprises need to adapt to market trends in their marketing of carbonated beverages, make certain changes, and strive for innovative upgrades in the face of fierce competition in the future. This paper takes the optimization of carbonated beverage marketing strategies of COFCO Coca-Cola Beverages (Tianjin) Co., Ltd. as the research object. It analyzes the company's overall product strategy using the 4Ps marketing theory and employs the SWOT analysis method to analyze the current status and causes of the marketing strategies for carbonated beverages. Secondly, the beverage market is segmented, and based on this, the target market selection is determined for market positioning. Subsequently, according to the positioning, combined with the 7Ps marketing theory, the optimization plan for Tianjin COFCO Coca-Cola's carbonated beverage marketing strategy is elaborated from product strategy, pricing strategy, place strategy, promotion strategy, and 3Ps strategy. Finally, to ensure the smooth implementation of the optimization plan, specific measures such as organizational improvement and personnel optimization, financial guarantees and data system support, corporate culture construction, and ecological cooperation guarantees are proposed. The conclusions drawn in this paper are as follows: Firstly, continuously launch new products to maintain market enthusiasm, enhance the brand's market relevance and topicality, seize the trend of sugar-free products to strengthen layout, and innovate unique packaging to win over consumers. Secondly, through bundle pricing and differentiated pricing, reduce consumers' sensitivity to prices, strengthen their actual needs, broaden product sales channels, and expand corporate profits. Thirdly, strengthen channel management and development, optimize traditional offline channels, and explore new online channels to adapt to new conditions in market competition, achieving maximum profits and sustainable development for the enterprise. At the same time, innovate scenario marketing and public relations marketing models to enhance marketing effectiveness and bring consumers closer. Lastly, by implementing a personnel strategy that efficiently collaborates with customers, formulating a service process strategy that covers the entire life cycle, and strengthening the tangible display strategy for brand recognition, achieve a comprehensive optimization of the marketing strategy. It is hoped that this paper can serve as a reference for other beverage industry manufacturers or system-internal bottling plants.
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