本科生毕业论文题目：加多宝红罐王老吉品牌研究系别：工商管理系专业：市场营销和工商管理姓名：伍卓豪学号081042192姓名：何泽彬学号091011061姓名：杨丹媚学号091011205姓名：蔡大跃学号091031002指导教师：高凯（职称）二〇一〇年五月加多宝红罐王老吉品牌研究【论文提要】加多宝集团，是一家大型专业饮料生产及销售企业。作为一个历史悠久的集团一贯以弘扬中华文化，重塑民族品牌为己任，秉承传统蒸煮工艺结合现代健康理念，以卓越品质成就卓越品牌，旗下产品包括红色罐装『王老吉』、茶饮料系列。『王老吉』为中国老字号民族品牌，拥有超过170年历史，红色罐装『王老吉』是凉茶行业的第一大品牌，他由纯中草药配制，清热降火，功能独特。销售网络遍及中国大陆30多个省、市、自治区，并销往东南亚、欧美等地。本文我们将研究一个加多宝集团的市场营销策略，一方面，我们从企业的角度和消费者的角度来讲述该集团如何顾客需要与欲望出发，降低对顾客的成本多沟通，多便利，使产品的价格、促销、渠道更完善。另一方面，我们从集团的市场细分市场选择和市场定位，这三个方向去探讨集团的发展。同时通过采用因果论证，理论论证和调查统计，寻找问题，提出相应的解决方法与措施，为集团提供建议。【关键词】：『王老吉』品牌策略市场定位市场推广渠道建设【Abstract】JDBGroupisalargeprofessionalbeverageproductionandsalesenterprise.Asalong-establishedgrouphasalwaysbeentopromotetheChineseculture,reshapingnationalbrandmission,cookingandcrafttraditionwithmodernhealthphilosophy,outstandingquality,thebrandofexcellence,itsproductsincludecannedred『WongLoKat』teaseries.『WongLoKat』oldandfamousnationalbrandinChina,withmorethan170yearsofhistory,cannedred『WongLoKat』herbalteaindustryisthefirstmajorbrand,hebyapureChineseherbalmedicinepreparation,heatpathogenicfire,functionunique.SalesnetworkthroughoutChinamorethan30provinces,municipalitiesandautonomousregionsandexportedtoSoutheastAsia,EuropeandAmerica.Thispaper,wewillstudyaJDBGroupmarketingstrategy,ontheonehand,wehavefromthebusinesspointofviewandconsumerpointofviewtotellthegrouphowtoproceedtocustomerneedsanddesiretoreducecoststocustomers,communicatemoreconvenienttheproduct'sprice,promotion,channelsbetter.Ontheotherhand,wehavefromtheGroup'smarketsegmentation,marketselection,andmarketpositioning,thethreedirectionoftheGroup'sdevelopment.Atthesametime,Iusethetheoriesofcauseandeffect,theoretic,investigationandstatistic,aswellasadoptthedemonstrationandnormativeanalysistoconstructthisarticleandsurveytoidentifytheproblems,proposeappropriatesolutionsandmeasurestoproviderecommendationsforthegroup.【Keywords】：『WongLoKat』BrandTacticsMarketpositioningMarketpromotionChannelbuilding目录引言-----------------------------------------------------------------------------1一、背景研究-------------------------------------------------------------------11.1加多宝集团简介-----------------------------------------------------------11.2“王老吉”品牌起源------------------------------------------------------21.3红罐“王老吉”崛起背景-----------------------------------------------2二、营销策略--------------------------------------------------------------------22.1市场定位--------------------------------------------------------------------22.2市场推广--------------------------------------------------------------------32.3渠道建设--------------------------------------------------------------------4三、面临问题-------------------------------------------------------------------53.1行业竞争--------------------------------------------------------------------43.2...
