文档介绍：统一鲜橙多的营销策略分析摘要随着社会经济的迅猛发展,大众生活水平的不断提高,以食品饮料、洗护用品为代表的快速消费品迅速进入千家万户。果汁饮料作为快速消费品中一个分支,发展非常迅速,市场容量不断扩大。2001 年, 台湾统一企业推出其果汁产品统一“鲜橙多”,以“多C 多漂亮”为品牌主张, 在消费者心中塑造出健康、活力、漂亮的独特形象。统一“鲜橙多”采用 PET 包装,在大陆饮料市场掀起一股风潮,引得竞争者纷纷效尤,统一“鲜橙多”由此登上了中国果汁饮料市场的领导地位,果汁市场占有率为 20%,深受消费者喜爱。本论文以台湾统一企业及其统一“鲜橙多”为案例,运用现代营销管理理论 4P 理论和SWOT 分析方法,分别对其市场组合产品策略、价格策略、渠道策略、促销策略进行分析,并通过对其主要竞争对手市场营销组合进行分析,最终找出统一企业存在的问题,指出统一企业的对策。本文可为从事果汁饮料生产、营销的企业提供可供借鉴的一般性规律,为我国企业进行和拓展该行业提供实际和理论上的指导。关键字: 果汁市场市场营销组合营销策略 T HE ANALYSIS OF THE UNI-PRESEDENT FLESH ORANGE JUICE MARKETING STRATEGY ABSTRACT With the rapid development of social economy and population's living standard continuously raises , with provisions beverage , wash to protect supplies for the representative's rapid consumer goods quickly enter family. Fruit drinks isa branch of the rapid consumer goods, deveolp very quickly, capacity in the market continuously 2001, Taiwanese Uni-President Enterprise Corp releases its juice product"The uni — presedent flesh orange juice" . They advocate healthy vitality and pretty unique form . The UNI — PRESIDENT adopt PETpackage and became mainstream. So petitor to follow the example of it. Therefore , the uni — presedent fresh orange juice isa leader in Chinese drink market,which occupy 20percent,win customers over . This paper with Taiwanese Uni- President Enterprise Corp " The uni — presedent flesh orange juice" isa case to make use ofa modern marketing supervision theory 4P theory and SWOT analysis method, distinguish as to it's the bine product strategy, rate strategy, channel strategy and sales promotional strategy progress analysis, and pass as to it's the main rival market bine progress analysis, finally point out the problem of Uni-President Enterprise Corp. This thesis gives reference of universality rules for the co rporation who doing the business of fruit drinks produce and sales . Also , give the practical and theoretic supervision for pany ofour nation to enter and develop in this trade . Key words: Fruit