文档介绍：中国海洋大学
硕士学位论文 康师傅饮料业务营销策略研究 姓名：石凤 申请学位级别：硕士 专业：工商管理 指导教师：崔迅
20210601
康师傅饮料业务营销策略研究
摘 要
随着以“产品为中心"的营销观念向“以顾客为中心"的营the
domestic leadillg brand of beVerage industr)r lies
ill its illsistence of taF萨t marketing conception．It ta唱ets its suitable mafket 0n the base of its
ea．ectiVe market se孕nentation．Then it combiIles the property of br柚d with the 伽苫et of ta瑁eting
c0硒umers柚d make certaill of the brand positioning for every l【ind of
product．Under the guid柚ce，it f0珊ulates and implements its tacti璐．It iIlsists on the
researclling孤d developing gIlideliIles such舔“respect，panicipation，liviIlg柚d health〞 and o虢rS
consumer-ta玛eted卸d hi曲-quality products in good time．晰th the help of strong media，it applies
adVenisement—cofed integrated marketiIlg comm岫ications in
order to gpt a unique position in the millds of consumers rapidly．The most important is that
Master：kong’s BeVerages hplement intensiVe—ch柚nel—cllltiVation tactics． n
cultiVates intensively markets iIl corc cities．For that，it compresses its ch锄el，reduces
its selling pIDcess，shortens its selling period and infiltrates itself into channels．1n
addition，it makes strate西c alli卸ces with its distfibutors agaillst the competitors jointly to
achieVe its marketiIlg objective．
T1le experience on the marketing tactics of Masterkong’s BeVerages酉Ves following
refbrences for relatiVe Companies：T1le successful marketiIlg is resulted f如m the inte伊ation
consisting of ta唱et marketing，positioning and tactics．Among them，the ta唱et marketing is the basic
concept of marketing，iIl that the ta唱et marketing can make cenain of the basic direction of the
bfand positionillg and lays a strong foundation for it．The
positioning is critical because it啪gct v锄tages against its competito瑙．Tactics are basic measures
and security of the fIllfillment of marketing aim．At the same tinle，for a
specific ente叩rise，the focal point of its mafketillg tactics should be adjusted according
to
the realit