康师傅茶饮料市场营销战略分析.doc

目 录 摘要 二十世纪九十年代以来，被称为是“新时代饮料”的茶饮料以年增长17%的速度风靡世界。在我国，茶饮料一出现便在饮料业掀起一股新的浪潮，年销量几乎以200%的速度增加，市场份额跃居饮料市场的第三位，成为仅次于水和碳酸饮料的新型饮料。康师傅茶饮料在我国茶饮料市场上的市场份额一直稳居第一，其产品有着非常大的优势所在。因此，在现阶段研究康师傅茶饮料市场营销策略对应其他企业的成长以及康师傅自身不断完善有着明显的现实意义。 在回顾市场营销相关概念和理论的基础上，本文首先介绍了我国茶饮料市场的发展现状，包括茶饮料的分类、茶饮料的功能和不同品牌茶饮料在我国的市场发展情况等。然后从宏观环境的角度分析了康师傅茶饮料的市场营销环境，并进行了行业分析和SWOT分析。最后本文分析了康师傅茶饮料当前所存在的问题，希望能从中取长补短。 本文主要采用了SWOT分析、波特五力法和4Ps理论等市场营销理论进行分析。本文可为从事茶饮料生产、营销的企业提供可供借鉴的一般性规律，更重要的是为我国企业拓展该行业提供实际和理论上的指导。 关键词:茶饮料；康师傅；市场营销；营销策略 Abstract Since19905,tea beverage named“new一style beverage“,grows at the rate of 17% annually all over the world.In china , the emerge of tea beverage attraets people’s attention,and tea beverage grows at rate of 200%annually,and its market share mark 3rd inferior to water and carbonic acid beverge in beverge market.Kangshifu tea beverage’s market share marks 1st in china’s tea beverage market,and its product has great advanteges.Therefore，nowadays it is signifieant in theory and reality that we study the marketing tactic of Kangshifu tea beverge. At the base of reviewing related marketing concepts and theories,we firstly introduce the development of Chinese tea beverage market,including its sorts,product life cyeles and market share of different enterprises.Then we discuss the marketing tactic of kangshifu tea beverage from the view of maero-entirofuneni,industry and SWOT theory.At the end of this artiele,we analyse the problems of marketing tactic in kangshifu.and then present the countermeasures of marketing tactic of kangshifu tea beverage. The artiele mainly uses SWOT method,Porter’Five Forees and 4Ps theory to analyse our problems. The artiele can be used for reference by thosee enterprises produced tea beverage,and supervise the entrance and the industry of our country’senterprises fin theory and reality. _Toc323492347 Keywords:tea beverage;kangshifu;marketing; marketing tactic 康师傅茶饮料市场的营销策略分析 第1章 绪论 _Toc323492348 1.1研究背景与意义 在现阶段的中国，商品经济日益发达，人民的生活水平稳步提高，对于饮料的需求逐渐增大。在饮料市场方面，随着全球经济一体化的加剧，世