饮料行业新产品营销策略研究
——以乐百氏新产品脉动为例
自己动手做的英文缩写
专业名称：高级工商管理硕士
饮料行业新产品营销策略研究
——以乐百氏新产品脉动为例
上海中学生英语报>英国野鸡大学摘 要
目前，中国的饮料企业在资本运作、品牌建设、销售管理、供应链整合以及新产品开发都有了长足的进步，而其中新产品开发及营销是在激烈的市场竞争中取得优势的重要环节。可以说，饮料新品营销的成败，在很大程度上会影响到一个企业的发展进程。
dimsum
一个饮料企业，应如何以合理的理论依据，以科学的营销策略，为其新产品进行市场营销策划？本文首先阐述战略管理理论与营销管理理论，其次对饮料行业进行了分析和介绍乐百氏
公司的情况，再次分析乐百氏开发脉动新产品的战略，同时对脉动进行了市场细分和市场定位。最后介绍了脉动新产品的营销策略，并对其的营销效果进行剖析。
美容养生培训笔者以亲身经历的乐百氏公司脉动产品的营销成功的轨迹来论述饮料企业的新产品营销策略，并总结出脉动成功的两个关键营销因素：科学的市场调研和准确的市场定位。这对整个饮料行业及整个中国饮料市场中拼搏的各饮料企业，有一定的借鉴作用。重庆翻译
关键词：新产品、饮料、市场定位、营销策略、乐百氏公司
Reach on the new product marketing tactics of new zealandbeverage industry
Master of Business Administration
Name: Zhou Xiang-dong
印度留学中介
Supervisor: Deputy Prof. Zhou Yan-feng
ABSTRACT
At prent, Chine beverage enterpris have made considerable progress in capital operation, brand building, sales management, supply chain combination and new product development. New product development and marketing make important link of gaining advantage among fierce market competition. We can say, the success or failure of beverage new product will influence the development process of an enterpri to a great extent.
How one beverage enterpri carries on the marketing plan for its new product with the reasonable theory foundation and scientific marketing tactics? This text explained the strategic management theory and management theory of marketing at first, condly introduce the situation of Robust Company and analyd the beverage trade, thirdly analyd the new product development strategy of Mizone and carried on market gments and market position for Mizone. At last, the thesis introduced the marketing tactics of Mizone and analyd the marketing result of Mizone.
The author discusd the new product marketing tactics of beverage enterpri with Rob
ust Company’s Mizone marketing successful orbit of his personal experience and summarized Mizone’s two successful key marketing factors: scientific market rearch and accurate market position. So this thesis has cetain reference function to the whole beverage trade of China and every beverage enterpri striving in the trade.
Key Words: New product, Beverage, Market position, Marketing tactics, Robust Company
目 录
摘 要 II
ABSTRACT III
目 录 IV
图表目录 V
图目录 V
表目录 V
第1章 绪论 1
1．1 选题背景 1
1．2 研究目的 2
1．3 研究方法 2
1．4 论文结构 2
第2章 理论综述 4
2．1 战略管理理论 4
2．2 营销管理理论 8
第3章 乐百氏公司脉动产品开发案例分析 18
biof
bestones
3．1 饮料行业分析 18
3．2 乐百氏公司简介 25
3．3 乐百氏的新产品开发战略 28
3．4 市场细分与市场定位 30
