汇源果汁市场营销策略研究

毕业论文（设计）

毕业论文 题 目

指导教师

学生姓名

二O 年 月 日

哈尔滨商业大学德强商务学院毕业论文（设计）

汇源果汁市场营销策略研究

摘 要

随着人民生活水平的提高，我国国内果汁饮料市场也越来越活跃，由此产生的市场竞争也越来越激烈。身为中国果汁行业第一品牌的汇源果汁，也无可避免地受到了众多国内外品牌，例如：娃哈哈、统一、康师傅、可口可乐等的冲击。如何利用自身的优势在中国市场中抢占更多市场份额，达到更高的销售业绩，已经成为汇源果汁刻不容缓的课题。要想在市场竞争中取得成功，市场营销战略是关键。

本文首先运用了PEST、波特五力等工具对汇源果汁在中国的营销机会进行了较为详细的分析。通过对企业自身的情况和国内的宏观环境的分析；了解了客户的需求、现有的竞争环境和合作；得出汇源果汁如何利用自身的有利条件结合市场的优势，以及如何避免自身的缺点和市场中的威胁，从而给出一些建议。

在本文的最后，文章对公司的组织结构和配备等方面也做了一点简单的分析，并且在实施相关战略的保障措施和控制方法等方面，提出了一些建议。

本文试图通过对汇源果汁在中国营销战略的认真仔细的分析，就现有汇源果汁市场营销战略提出自己的一点建议，从而对汇源果汁在当今激烈的市场竞争中有更好的市场表现取得最终的胜利起到一点参考的作用。

关键词：汇源果汁; 营销策略; 波特五力

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哈尔滨商业大学德强商务学院毕业论文（设计）

The Research of Huiyuan Juice Group

for Marketing Strategy

Abstract

With the improvement of living standards,Chinese fruit juice drinks market becomes more andmore active,but it caused increasingly fierce market competition.Huiyuan,the first brand in Chinese juice industry,is also inevitably impacted by a large number of domestic brands,such as:Wahaha,unity,Master Kong,as well as foreign brands like Coca-Cola and other brands.Huiyuan Juice how to make use of its advantages in the Chinese market to gain more market share,higher sales,has become a pressing issue.To compete successfully in the market,the marketing strategy is the key.

This thesis firstly did detail analysis on the marketing opportunities in China,using the PEST.Porter five forces.And it also analyzed the internal situation of the company,customer needs,the existing competitive environment.Using,provided some solution on Huiyuan Juice how to use advantages,and how to avoid their own shortcomings in Chinese marketing for your reference.

This thesis trys to put forward some its own suggestion for Huiyuan to improve its marketing preferment in Chinese market,based on the detail analysis on the Chinese market,the existing marketing strategy of Huiyuan.Hope all of these can be useful for Huiyuan to get a big successive in current dramatically fierce market competition.

Key words：Huiyuan; Marketing strategy;Porter five force

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哈尔滨商业大学德强商务学院毕业论文（设计）

目 录

摘 要 ····································································································································· I Abstract ······································································································································ II 1 绪 论 ······························································································································ 1

1.1研究背景 ······················································································································· 1 1.2 研究的目的和意义 ···································································································· 2

1.2.1 研究的目的 ······································································································ 2 1.2.2 研究的意义 ······································································································ 2 1.3 研究的方法和思路 ···································································································· 2 1.3.1 研究的方法 ······································································································ 2 1.3.2 研究的思路 ······································································································ 2 2 营销战略的相关理论 ······································································································ 3

2.1 市场营销战略的概念 ································································································ 3 2.2 市场营销战略的特征 ································································································ 3 2.3市场营销战略的内容 ··································································································· 3 2.4 市场营销战略与企业战略的关系 ············································································ 3 2.4.1 市场营销战略的特点 ······················································································ 3 2.4.2 二者的关系 ······································································································ 4 3 汇源果汁营销机会分析 ·································································································· 5

3.1 汇源果汁公司简介 ···································································································· 5 3.2 外部环境环境分析 ···································································································· 5 3.2.1宏观环境分析 ····································································································· 5 3.2.2 顾客消费需求分析 ·························································································· 7 3.2.3 竞争环境分析 ·································································································· 7 3.3 内部条件分析 ·········································································································· 10 3.3.1 企业自身优势 ·································································································· 10 3.3.2 企业的劣势 ···································································································· 10 4 汇源果汁营销策略存在的问题 ························································································ 12

4.1 市场定位与目标市场不匹配 ·················································································· 12 4.2 销售渠道缺乏管理 ·································································································· 12 4.3 现有的组织结构难以控制企业的增长 ·································································· 13 4.4 销售队伍缺乏专业化管理 ······················································································ 13 5 汇源果汁营销策略的建议 ································································································ 15

5.1 明确市场定位 ·········································································································· 15 5.2 加强销售渠道的建设和完善 ·················································································· 16 5.2.1 加强中间商的管理 ························································································ 16 5.2.2 要加强客户管理管理 ···················································································· 16 5.2.3 “人”是渠道管理的关键 ················································································· 16

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