统一鲜橙多的营销策略分析摘要随着社会经济的迅猛发展，大众生活水平的不断提高，以食品饮料、洗护用品为代表的快速消费品迅速进入千家万户。果汁饮料作为快速消费品中一个分支，发展非常迅速，市场容量不断扩大。2001年，台湾统一企业推出其果汁产品统一“鲜橙多”，以“多C多漂亮”为品牌主张,在消费者心中塑造出健康、活力、漂亮的独特形象。统一“鲜橙多”采用PET包装，在大陆饮料市场掀起一股风潮，引得竞争者纷纷效尤，统一“鲜橙多”由此登上了中国果汁饮料市场的领导地位，果汁市场占有率为20％，深受消费者喜爱。本论文以台湾统一企业及其统一“鲜橙多”为案例，运用现代营销管理理论4P理论和SWOT分析方法，分别对其市场组合产品策略、价格策略、渠道策略、促销策略进行分析，并通过对其主要竞争对手市场营销组合进行分析，最终找出统一企业存在的问题，指出统一企业的对策。本文可为从事果汁饮料生产、营销的企业提供可供借鉴的一般性规律，为我国企业进行和拓展该行业提供实际和理论上的指导。关键字：果汁市场市场营销组合营销策略THEANALYSISOFTHEUNI-PRESEDENTFLESHORANGEJUICEMARKETINGSTRATEGYABSTRACTWiththerapiddevelopmentofsocialeconomyandpopulation'slivingstandardcontinuouslyraises，withprovisionsbeverage，washtoprotectsuppliesfortherepresentative'srapidconsumergoodsquicklyenterfamily.Fruitdrinksisabranchoftherapidconsumergoods,deveolpveryquickly,capacityinthemarketcontinuouslyexpands.In2001,TaiwaneseUni-PresidentEnterpriseCorpreleasesitsjuiceproduct"Theuni—presedentfleshorangejuice"．Theyadvocatehealthyvitalityandprettyuniqueform．TheUNI—PRESIDENTadoptPETpackageandbecamemainstream.Sothecompetitortofollowtheexampleofit.Therefore，theuni—presedentfreshorangejuiceisaleaderinChinesedrinkmarket,whichoccupy20percent,wincustomersover.ThispaperwithTaiwaneseUni-PresidentEnterpriseCorp"Theuni—presedentfleshorangejuice"isacasetomakeuseofamodernmarketingsupervisiontheory4PtheoryandSWOTanalysismethod,distinguishastoit'sthemarketcombineproductstrategy,ratestrategy,channelstrategyandsalespromotionalstrategyprogressanalysis,andpassastoit'sthemainrivalmarketmarketingcombineprogressanalysis,finallypointouttheproblemofUni-PresidentEnterpriseCorp.Thisthesisgivesreferenceofuniversalityrulesforthecorporationwhodoingthebusinessoffruitdrinksproduceandsales．Also，givethepracticalandtheoreticsupervisionforthecompanyofournationtoenteranddevelopinthistrade．Keywords:FruitdrinksMarketingMarketingMixMarketingStrategyKeywords:FruitdrinksMarketingMarketingMixMarketingStrategy目录摘要........................................................IABSTRACT..................................................II目录.....................................................III1引言..................................................11.1研究背景................................................11.2研究意义................................................11.3研究现状................................................22果汁行业及统一鲜橙多的发展现状概述....................32.1果汁饮料与果汁饮料市场的特点............................32.1.1果汁饮料产品..........................................32.1.2果汁饮料市场的特点....................................32.2中国果汁饮料行业现状....................................52.3统一鲜橙多发展现状......................................62.3.1目标对象明确............................................62.3.2产品延伸迅速...........................................63统一鲜橙多营销策略现状分析............................83.1产品策略分析....................................
