市场营销-百事（中国）公司营销策略辨析论文VIP免费

1摘 要随着中国经济的发展，中国本土饮料品牌的崛起，中国饮料行业的竞争十分激烈。对百事（中国）公司而言，碳酸饮料能否符合绿色健康这个时代主流是一个重大挑战。何况百事（中国）公司营销策略还存在渠道冲突、缺乏多元化发展、过于强调附加内涵、目标群体单一和新冠疫情影响诸难题，这些难题既有内因，也有外因，因此，本文提出分销渠道扁平化、约束合同化、并购促发展、广告彰显饮料自身特点、怀旧广告引共鸣、争取政府帮扶复工复产和将销售侧重点由线下活动转到线上等措施。希望能够对百事（中国）公司以后的发展有所帮助。关键词：百事（中国）公司；营销策略；辨析2AbstractWith the development of the Chinese economy and the rise of China's local beverage brands, competition in the Chinese beverage industry is fierce. For PepsiCo (China), whether carbonated beverages meet the mainstream of the era of green health is a major challenge. What's more, PepsiCo (China) 's marketing strategy still has channel conflicts, lack of diversified development, excessive emphasis on additional connotation, single target group, and the impact of the new crown epidemic. These problems have both internal and external causes. Therefore, this paper proposes that the distribution channel is flat , Restraint on contractualization, mergersand acquisitions to promote development, advertisements highlight the characteristics of beverages, nostalgic advertisements resonate with each other, strive for government assistance to resume production and shift production focus from offline activities to online and other measures. Hope to help PepsiCo (China) company's future development.Keywords: Pepsi (China) company; marketing strategy; analysis 3目 录1 引 言.............................................................52 文献综述.............................................................52.1 研究背景.............................................................52.2 研究意义..............