文档介绍：北京交通大学
毕业论文
康师傅品牌饮料营销策略研究
姓名: 孙颖
学号: 11646347
指导老师: 郝宏兰
专业: 工商管理
日期: 二0一三年十月
汉字摘要
伴随市场竞争加剧，不一样企业间产品细分越来越多，企业依据本身产品特点及所面向目标用户群消费习惯，进行品牌营销定位及营销宣传营销策略变得愈加关键。
本文从消费者特征及消费习惯、整合营销策略、营销定位等多个关键层面，结合康师傅品牌饮料实际情况进行分析。本文关键包含四部分；第一部分为绪论，关键叙述了本文研究背景及目标，研究框架和研究方法；第二部分关键将本文所包含到营销理论进行了简明介绍，包含市场细分、营销策略和整合营销等；第三部分关键是康师傅企业品牌饮料现实状况分析，包含康师傅品牌饮料介绍、康师傅品牌饮料SWOT分析、消费者特征和消费习惯分析；第四部分为依据以上分析对康师傅品牌饮料整合营销策略分析和提议，关键从营销定位和营销推广策略两个方面来叙述。第五部分为结束语。
本文研究意义是结合市场营销策略理论知识对康师傅品牌饮料营销现实状况及问题进行分析，并给和对应对策分析，期望能够对相关企业营销提供一定启示。
关键词：整合营销；营销定位；营销策略
ABSTRACT
As market competition intensifies, product segmentation is becoming more and more between different enterprises. It is more significant for an enterprise to have proper marketing positioning, strategies and tactics, which business according to their own products’ characteristics and are for the target group of customers spending habits.
This paper analyses and summarizes marketing tactics of Master Kong’s Beverages from some aspects such as “consumer characteristics and spending habits”, “integrated marketing strategy”, “marketing positioning”, which combined with the actual situation of Master Kong brand drinks. This article consists of four parts; The first part is an introduction, this part discusses the background and purpose of this study, research framework and research methods; The second part is a brief introduction of the marketing theory which involved in this article. Including market segmentation, marketing strategy and integrated marketing, etc.; The third part is the status of Master Kong brand beverage analysis, including Master Kong brand drinks Profile, Master brand beverages SWOT analysis, analysis of consumer characteristics and consumer habits; The fourth part is the integrated marketing strategy analysis and recommendations of Master Kong brand, which mainly from