王老吉营销策略分析

王老吉企业营销策略分析摘 要:当前，随着营销时代的来临，市场环境发生了极大的变化，品牌推广己成为企业占领市场的重要工具。随着人民生活水平的提高，品牌的重要性越来越大。在经济全球化的今日，中国的企业要在全球范围的竞争中生存下去，必须在战略的高度上重视品牌战略，国内很多企业在品牌经营上仍有很多问题,存在着许多重大失误，如宣传策略不当、合资或联营不当、缺乏创新、丧失特色、规模过小等。而作为传统行业的饮料行业，在努力应对国际饮料巨头的情况下，与时俱进的进展自己就显得尤为重要.本文通过对王老吉的品牌营销策略进行深化的分析，并针对其在实施品牌战略中存在的问题提出了相关对策。 Pick to: at present， with the coming of the era of marketing, market environment has changed greatly， brand promotion, has become an important tool of the enterprise market 。 With the improvement of people's living standard, the importance of brand is more and more big. In the economic globalization today, China's enterprises in the global range of competition to survive, must be in the height of the strategic importance to brand strategy， many domestic enterprises in the brand operation still has many problems, there are many important lapses, such as publicity strategy of undeserved, improper joining or cooperation, lack of innovation, loss characteristics, such as small scale 。 As a traditional industry beverage industry, struggling to cope with the international beverage giant, keep pace with The Times to develop their own are particularly important。 This article through to WangLaoJi brand marketing strategy in-depth analysis, and in the implementation of brand strategy aimed at the existing problems in the relevant countermeasures. 关键词：王老吉 品牌 营销策略 对策 随着经济的进展和人们生活水平的提高，物质产品的日益丰富，企业经营的竞争已由产品的生产和服务的竞争，转向更高阶段的品牌之间的竞争。品牌既是企业产品和服务的特有标志，在某种程度...