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论文编号：	3703
作者编号：	2120092761
上传时间：	2011/11/22 17:15:37
中文题目：	康师傅饮料营销策略研究
英文题目：	The Marketing Strategy Research of Master Kong Beverage
指导老师：	李东进
中文关键字：	康师傅饮料,营销策略,目标市场,市场定位
英文关键字：	Master Kong Beverage, Marketing strategy, Targeting,Positioning
中文摘要：	21世纪初，随着中国经济的高速增长，中国饮料市场进入高增长阶段，市场细分逐步由单一品种向多元化发展。各饮料厂商均看好中国巨大的消费市场，纷纷加入竞争。 康师傅作为中国饮料市场中的领导厂商，于1995年在天津成立天津顶津食品有限公司，从而正式进入饮料行业。经过二十六年的发展，康师傅饮料由90年代的起步阶段，发展成为了年销售额35.3亿美金，在中国饮料市场占据22.5%市场份额的大型饮料厂商。 康师傅饮料在中国饮料市场上二十余年的发展中，经历了波折、也获得了成功。如今，拥有很多宝贵的营销经验，也同样面临着很多问题。其发展历程和营销策略，值得我们去回顾、总结、对比和研究。 本文在对中国饮料市场发展历程进行了回顾、环境分析以及市场潜量的预测基础上，引出对康师傅饮料发展历史和发展现状的论述。之后详述了康师傅饮料所划分的四大细分市场，以及针对具体细分市场对产品所进行的定位策略。并从产品及品牌策略、渠道策略、价格策略和促销策略四个角度，分别阐述了康师傅饮料营销策略组合的各个部分。由此在最后归纳总结了康师傅饮料营销策略的成功之处和目前存在的问题，希望能够为本土企业市场营销策略的制定提供一些可以借鉴的经验和教训。
英文摘要：	At the beginning of the early 21st century, along with the high speed of the growth of Chinese economy, the Chinese beverage market enter the high growth period. At the same time, the beverage market subdivides from the sole variety to the multiplex development. The manufactures are optimistic about the huge consumer market in China, so they chose to join the competition. In 1995, Master Kong as the leader company of Chinese beverage market , built its first beverage factory in Tianjin, which officially entered the beverage industry. After over 26 years of fast development, Master Kong Beverage has become a large-scale company with the annual sales of 3.53 billion U.S. dollars from the initial stage of the 1990s. Nowadays, Master Kong Beverage accounts for the market share of 22.5% in the Chinese beverage market. Through the 20 year’s development, Master Kong Beverage twists and turns, and achieves its success in the end. Today, with a lot of valuable marketing experience, Master Kong Beverage is still facing many marketing problems. With the honor of its achievements, we could review, compare and do some research of its experience of Marketing. Therefore, in this paper, we discuss the history and status of Master Kong Beverage, based on the reviews and analysis of Chinese beverage market, and the forecast of the market potential volume. And then, we expound the four market segmentations made by Master Kong, and also explain the relative positioning strategy. The detail of Master Kong Beverage’s 4P Strategy is the main character of this paper, and we’ll analyze it with four angles of product strategy and brand strategy, channel strategy, pricing strategy and promotion strategy. Thus we could sum up the success of Master Kong Beverage’s marketing strategy and also the problems. Through this paper, we may give some experience and lessons to our local companies when they make their own marketing strategies.
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