某饮料集团的营销策略分析范本.docx

XXVII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'slivingstandardcontinuouslyraiseswithprovisionsbeveragewashtoprotectsuppliesfortherepresentative'srapidconsumergoodsquicklyenterfamily.Fruitdrinksisabranchoftherapidconsumergoodsdeveolpveryquicklycapacityinthemarketcontinuouslyexpands.In2001TaiwaneseUni-PresidentEnterpriseCorpreleasesitsjuiceproduct"Theuni—presedentfleshorangejuice"．Theyadvocatehealthyvitalityandprettyuniqueform．TheUNI—PRESIDENTadoptPETpackageandbecamemainstream.Sothecompetitortofollowtheexampleofit.Thereforetheuni—presedentfreshorangejuiceisaleaderinChinesedrinkmarketwhichoccupy20percentwincustomersover.ThispaperwithTaiwaneseUni-PresidentEnterpriseCorp"Theuni—presedentfleshorangejuice"isacasetomakeuseofamodernmarketingsupervisiontheory4PtheoryandSWOTanalysismethoddistinguishastoit'sthemarketcombineproductstrategyratestrategychannelstrategyandsalespromotionalstrategyprogressanalysisandpassastoit'sthemainrivalmarketmarketingcombineprogressanalysisfinallypointouttheproblemofUni-PresidentEnterpriseCorp.Thisthesisgivesreferenceofuniversalityrulesforthecorporationwhodoingthebusinessoffruitdrinksproduceandsales．Alsogivethepracticalandtheoreticsupervisionforthecompanyofournationtoenteranddevelopinthistrade．Keywords:FruitdrinksMarketin