I雀巢即饮咖啡在高校市场营销策略分析--以广东药科大学为例【摘要】通过查阅文献资料，发现了雀巢即饮咖啡在中国市场的地位呈下滑趋势，且中国的高校咖啡市场也未完全打开的问题。就如何进一步打开中国高校咖啡市场的问题，本文运用问卷调查和文献查阅的方法收集资料，对雀巢即饮咖啡在高校市场现状进行分析，找出了导致高校市场销量下滑的主要原因：品牌单一，口味区别度小，宣传方式落后，时尚度不足，档次单一。以 SWOT 分析以为基础，4P 营销理论为指导，结合广东药科大学中山校区的实情，对雀巢即饮咖啡在高校市场的营销策略给出产品，价格，渠道和宣传策略的具体优化建议，为雀巢即饮咖啡进一步打开中国高校市场提供参考。【关键词】雀巢即饮咖啡；SWOT 分析；4P 营销理论；市场调查；建议IIAnalysis on the marketing strategy of Nestle instant coffee in Colleges and Universities——Guangdong Pharmaceutical University as an example[Abstract] Through literature review, we found that the status of Nestle instant coffee in the Chinese market is declining, and the Chinese college coffee market is not fully open. On how to further open the coffee market in China's colleges and universities, this paper uses the methods of questionnaire survey and literature review to collect data, analyzes the current situation of Nestle instant coffee in the college market, and finds out the main reasons for the decline of sales volume in the college market: single brand, small taste difference, backward publicity, lack of fashion, single grade. Based on SWOT analysis and 4P marketing theory, combined with the actual situation of ZhongShan campus of Guangdong Pharmaceutical University, this paper gives specific optimization suggestions on the marketing strategy of Nestle instant coffee in the university market, including product, price, channel and publicity strategy. To provide reference for Nestle instant coffee to further open the Chinese college market.[Key wo...
