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论文编号：	8785
作者编号：	2120142843
上传时间：	2016/12/8 15:00:17
中文题目：	H快速消费品集团营销策略研究——以RX产品为案例
英文题目：	Research on the marketing strategy of H FMCG Group：Take the case of RX
指导老师：	郑琦
中文关键字：	快速消费品；功能性饮料；4P营销组合；营销策略
英文关键字：	FMCG; functional beverage; 4P marketing mix; marketing strategy
中文摘要：	随着我国经济的增速放缓，近几年来快速消费品行业大环境也处于增速放缓的状况，在饮料行业中即茶饮、包装水和功能性饮料三大板块呈持续性增长态势，其余饮料板块均呈不同程度销量下滑，其中功能性饮料RX在近20年的高速增长后，2016年首次出现了增速下滑的现象，这对H快速消费品集团提出了严峻的挑战，如何在未来发展中既保持原有优势不变，又能寻找出新的增长点，带领集团良性发展将成为H快消品集团重点关注的问题。 在上述背景下，本文基于对多方向、多维度营销理论的深入分析研究，结合多年的实践经验，通过对企业内外部环境及同业竞争等环境分析，结合SWOT分析及营销组合分析等多种理论模型和分析工具对H快速消费品集团的营销策略进行深入分析和探讨，并结合现阶段发展状况，对其制定具有针对性可操作性的营销策略，主要针对其主营业务RX功能性饮料的未来增长方式的判断，对于竞品的狙击及新品类市场的开拓。希望进一步完善其营销策略及主营的RX功能性饮料在中国市场的营销策略，更加深入的掌握未来市场增量方向和行业发展趋势。 本文分为六章：第一章绪论，说明选题背景和意义、营销及营销策略的意义。第二章对于相关理论进行回顾，本文运用PEST分析法、SWOT分析方法、波特五力模型及STP理论，结合4P营销组合策略等为全文提供理论支撑。第三章对内外部环境及竞争态势进行分析，结合SWOT战略分析工具对H集团的营销策略进行重点分析。第四章，从4P的角度对H集团的营销策略做以整体分析并选择制定相关营销策略。第五章，从流程、人才机制和信息保障方式等方面对营销策略提出了保障措施。第六章则是对全文的总结归纳。 本文旨在通过相关理论的回顾及利用相关营销理论和分析工具，对H集团主营的RX功能性饮料营销现状进行研究和有针对性的策略导出，以寻求RX功能性饮料及H快消品集团在中国市场的长远发展。
英文摘要：	With the slowdown of China's economic growth in recent years, FMCG industry environment is also in a slowdown in the situation of growth in the beverage industry, which tea, packaged water and functional drinks were sustained growth in these three sections. The rest of the beverage sector showed varying degrees of decline in sales, which due to the above three plates of the market is not fully saturated, and on the other hand, as more and more consumers for the pursuit of health products. However, in the plate growth on the other hand, we can see that the decline in growth is significant, especially in functional beverage RX in the past 20 years after the rapid growth, the first time of growth rate decline in 2016, which challenging H FMCG Group seriously. In the future development of H FMCG Group, how to remain the original advantages, and also find new growth points, becoming the H FMCG Group’s focused issues of concern. Under the above background, this paper focus on the analysis and research of H FMCG Group’s Marketing Strategy, which based on the multi-directional and multi-dimensional marketing theory of in-depth analysis of research, combined with years of practical experience, through internal and external environment and peer competition, other environmental analysis, SWOT analysis and marketing portfolio analysis. This paper also puts forward the feasible marketing strategy for H group according to the development of H group, and it is mainly aiming at the pattern of growth of its main business, RX function beverage, for the sniper and the new product category market expansion. Look forward to further improvement of marketing strategy for both the H Group's and its RX functional beverage group in the Chinese market, and then get a more in-depth grasp of the future direction of market growth and industry trends. This paper is divided into six chapters: The first chapter is the introduction, which explains the background and meaning of the topic, and the meaning of marketing and marketing strategy. Then, the second chapter reviews the relevant theories, and the PEST analysis, SWOT analysis, STP theory and 4P, 4C marketing theory is used in this chapter, which combined with the analysis of traditional marketing theory and marketing mix strategy. The third chapter mainly uses the PEST analysis theory to analyze the internal and external environment and the competitive situation, and then analyzes the marketing strategy of H group with the SWOT strategy analysis tool. The fourth chapter makes a holistic analysis for H FMCG Group from the perspective of 4P marketing mix. The fifth chapter points out the protection measures from several aspects including marketing process, talent mechanism, information security methods and other aspects. At last, the sixth chapter is the summary of the full paper. The purpose of this paper is to study and work out the marketing status and strategy of RX functional beverage, the main product of H FMCG Group, by reviewing the marketing theory and using the analysis tools, and to find out the strategy of achieving the long - term development of both RX functional beverage and H fast Consumers Group in the Chinese market.
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