统一鲜橙多的营销策略分析

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

THE ANALYSIS OF THE UNI-PRESEDENT FLESH

ORANGE JUICE MARKETING STRATEGY

ABSTRACT

With the rapid development of social economy and population's living standard continuously raises，with provisions beverage，wash to protect supplies for the representative's rapid consumer goods quickly enter family.

Fruit drinks is a branch of the rapid consumer goods, deveolp very quickly, capacity in the market continuously expands.In 2001, Taiwanese Uni-President Enterprise Corp releases its juice product%uni—presedent flesh orange juice\．They advocate healthy vitality and pretty unique form．The UNI—PRESIDENT adopt PETpackage and became mainstream. So the competitor to follow the example of it. Therefore，the uni—presedent fresh orange juice is a leader in Chinese drink market,which occupy 20percent,win customers over .

This paper with Taiwanese Uni-President Enterprise Corp \The uni—presedent flesh orange juice\a case to make use of a modern marketing supervision theory 4 P theory and SWOT analysis method, distinguish as to it's the market combine product strategy, rate strategy, channel strategy and sales promotional strategy progress analysis, and pass as to it's the main rival market marketing combine progress analysis, finally point out the problem of Uni-President Enterprise Corp.

This thesis gives reference of universality rules for the corporation who doing the business of fruit drinks produce and sales．Also，give the practical and theoretic supervision for the company of our nation to enter and develop in this trade． Key words: Fruit drinks Marketing Marketing Mix Marketing Strategy

Key words: Fruit drinks Marketing Marketing Mix MarketingStrategy

目 录

摘 要 ....................................................... I ABSTRACT ................................................. II 目 录 ..................................................... III

1 引言 ................................................. 1

1.1 研究背景 ................................................ 1 1.2 研究意义 ................................................ 1 1.3 研究现状 ................................................ 2

2 果汁行业及统一鲜橙多的发展现状概述 .................... 3

2.1 果汁饮料与果汁饮料市场的特点 ............................ 3 2.1.1 果汁饮料产品 .......................................... 3 2.1.2 果汁饮料市场的特点 .................................... 3 2.2 中国果汁饮料行业现状 .................................... 5 2.3 统一鲜橙多发展现状 ...................................... 6 2.3.1目标对象明确 ........................................... 6 2.3.2 产品延伸迅速 ........................................... 6

3 统一鲜橙多营销策略现状分析............................ 8

3.1 产品策略分析 ............................................ 8 3.2 价格策略分析 ............................................ 9 3.3 渠道策略分析 ........................................... 11 3.4 促销组合策略分析 ....................................... 13

3.5 鲜橙多主要竞争对手及其营销策略比较策略 ................. 14 3.5.1 产品策略比较 ......................................... 14 3.5.2 价格策略比较 ......................................... 15 3.5.3 渠道策略比较 ......................................... 16 3.5.4 促销组合策略 ......................................... 18

4 统一鲜橙多营销策略存在的问题及对策建议 ............... 21

4.1 统一鲜橙多营销策略存在的问题 ........................... 21 4.1.1 品牌单一 ............................................. 21 4.1.2 渠道覆盖不足 ......................................... 21 4.1.3 营销模式有待改进 ..................................... 22 4.2 对策建议 ............................................... 22 4.2.1 实行多品牌策略 ....................................... 22 4.2.2 渠道上实行“无缝隙覆盖的乡村攻略” ................... 23 4.2.3 实行创新营销 ......................................... 23

5 结论 ................................................ 24 参考文献 ............................................... 25 致 谢 ................................................. 26