基于精準(zhǔn)營銷的BC飲料公司營銷策略研究.pdf

1、學(xué)位論文獨創(chuàng)性聲明本人鄭重聲明：所提交的學(xué)位論文是本人在導(dǎo)師指導(dǎo)下進行的研究工作和取得的研究成果。本論文中除引文外，所有實驗、數(shù)據(jù)和有關(guān)材料均是真實的。本論文中除引文和致謝的內(nèi)容外，不包含其他人或其它機構(gòu)已經(jīng)發(fā)表或撰寫過的研究成果。其他同志對本研究所做的貢獻均已在論文中作了聲明并表示了謝意。學(xué)位論文作者簽名：t升耳F1期：f七S“學(xué)位論文使用授權(quán)聲明保密論文注釋：本學(xué)位論文屬于保密論文，密級：!壘j!保一虢計彳，徽：誦日期：IS2b日期

2、：／不j、26AbstractAbstractIIlrecentyears，theproductionofbeverageindustryhassignificantlyincreasedandthestructureoftheindustryhasbeenoptimized，SOthatthequalityoftheproductshasalsobeenimprovedAstheconsequence，thecompetitionof

3、beverageproductsinthemarkethasbeenintensifiedanddiversified‘promotions’’graduallybecomethemainapproachtoimprovemarketingHowever，astheproductioncostgoesupwithinflationandthemarketenvironmentisalsochanging，itwouldbehardfor

4、thefirmstokeeptheirprofitsThus，retainingsuchextensivemarketingstrategiesofpromotionscannotsustainandthatiswhyinnovationisneededinthisfieldReviewingthestatusofBCbeveragecompany’Smarketingstrategythepaperfoundthefollowingp

5、roblemsBCbeveragecompany’Straditionalmarketingstrategy：lackofmarketorientation，homogeneityofproductdevelopment，highoperatingcoSts，conflictsofoffiinechannels，singlenessofpromotionaltoolsandinefficientmarketingteamThereaso

6、nsareasfollows：emergingconsumerdemands，increasingindustrymarketcompetition，lackofcostmanagementphilosophyineffectivenessofcustomerincentives，theonlinechannelmarketpenetrationisnothighandincentiveshasnotbeenperfectPapersu

7、mmarizescurrentresearchbycombiningprecisionmarketing4PsmarketingmixtheoryandthetheoryofBCbeveragecompaniesoptimizemarketingstrategies，includingprecisepositioningstrategyproductstrategyprecise，accuratepricingstrategydistr

8、ibutionstrategyaccurateandprecisemarketingstrategyAlsoproposedtostrengthenthelong—termstrategicconcept，tograspthedynamicmarketenvironment，promoteteambuildingandnurturingareasonablepremiumbrandcultureandotherKeywords：beve