文档介绍：华东交通大学理工学院
Institute of Technology. East China Jiaotong University
毕业论文
Graduation Design (Thesis)
题目:加多宝分手“王老吉”后营销策略分析
摘要
我国饮料行业在改革开放以后进入一个全新的发展时期,市场空前繁荣,加多宝集团生产的原红罐王老吉于2008年因为“亿元”捐赠汶川地震而大放光彩,迅速占领市场,成为该行业龙头老大。但在2010年,加多宝集团与广药集团在商标续期租赁问题产生矛盾。2010年5月,中国国际经济贸易仲裁委员会作出裁决,“王老吉”商标属于广药,加多宝集团至此分手“王老吉”,将凉茶名称更名为“加多宝”。加多宝集团制定怎样的营销策略才能保持领先优势,如何使原红罐凉茶王老吉的资产最大化,在炎热的夏季重新夺回市场份额,是目前国内各饮料行业普遍重视的课题。
首先,本论文介绍了加多宝如何失去“王老吉”的背景,阐述了研究此论文的意义,对论文整体的框架做了简介。
接着,本论文分析了加多宝未更名前市场运营情况,用PEST和营销组合4P分析方法对其“勇夺全国罐装饮料”的原因解析。
然后,本论文对加多宝更名后凉茶市场情况调研,依据北京零点调查公司及本人所做调查问卷的结果进行对比,汇总分析,得出更名后的加多宝继续领跑凉茶市场。论文重点研究了加多宝分手“王老吉”后营销策略,用SWOT、娱乐营销和消费者认可度的分析方法解析该凉茶更名后在2012年的夏天依旧独领风骚的原因。
最后,从品牌认知、品牌性格、公共关系、广告、娱乐营销和渠道销售六个角度阐述加多宝更名事件对国内品牌运营策略的借鉴意义。
关键词:加多宝;王老吉;更名;营销策略;品牌运营
Abstract
Followed along with our country’s reformation and opening-up, the domenstic beverage industries entered a new period of development, and beverage market also entered an unprecedented boom period. JiaDuoBao group production of the original red tank WangLaoJi in 2008 for "one hundred million dollars" donation wenchuan earthquake and puts glorious greatly, quickly occupied the market, e the industry leading enterprise. But in 2010, wide medicine group and JiaDuoBao group in trademark renewal leasing contradiction problems. In May 2010, China international economic and trade mission to make a decision, "WangLaoJi" trademark belongs to the broad medicine, JiaDuoBao so far break up "WangLaoJi" will cool tea was renamed "add million treasure sales road. And how much group make marketing strategy to keep the lead, how to make the original red tank cool tea WangLaoJi assets maximization, in the hot summer regain market share, is the present domestic beverage industry is paid great attention to subject.
Firstly, this paper introduces how to JiaDuoBao to lose "WangLaoJi"background, this paper expounds the significance of this paper research, the paper overall frame do the introduction.
Then, this paper analyzes the not JiaDuoBao name former