娃哈哈冰糖雪梨校园营销策略研究.doc

摘要：随着社会经济的发展，居民生活水平的不断提高，中国的软饮料行业的市场规模也在不断地扩大。娃哈哈公司作为中国本土品牌，与康师傅，统一三分茶饮料和果汁饮料市场天下。近来统一集团率先推出冰糖雪梨这一梨汁饮品，又重新引出了新一波的冰糖雪梨热潮，各大企业也纷纷效仿推出自己品牌的冰糖雪梨饮品，娃哈哈公司此时应该要顶住压力，在细分该市场的同时，准确定位目标市场，从而在提高娃哈哈冰糖雪梨的市场份额的同时，又使消费者在心目中把娃哈哈定位成冰糖雪梨品牌第一。

　　　本文主要运用了问卷调研、定性研究和定量分析相结合的方法，列出娃哈哈冰糖雪梨产品的 EFE 矩阵和 IFE 矩阵，在目标市场选取上，我们选择大学生作为我们的目标消费群体；在市场定位上，我们将娃哈哈冰糖雪梨传统配方、时尚品味与大学生追求时尚的心理相结合，定位于大学生群体；在产品和价格上，突出娃哈哈冰糖雪梨中的天然蜂蜜，针对不同的消费团体采取不同的价格策略；在渠道上，我们建立大学生校园直销、校园网络营销、校园售点营销等销售渠道，覆盖高校市场；在促销上，我们设计了与市场营销专业学生合作、为贫困生设立勤工俭学岗位、与学生会和社联合作等方案。为打开校园市场，本文最后也制定了系列娃哈哈冰糖雪梨校园营销实施方案如“校园卡联售”“校园直销”以及“网络团购”等，都颇具可操作性以及实效性。

关键词：娃哈哈冰糖雪梨；校园营销；CPM矩阵；IFE矩阵；EFE矩阵；营销策略

Abstract：With the development of social economic,living standard of residents has improved constantly and the scale of Chinese soft drink market has expended as a Chinese native brand,Wahaha has been one of the main three brands of tea drink and juice drink market, besides kangshifu and tongyi. recently, tongyi group has firstly launched a kind of pear juice drink called crystal sugar pear juice ,which bring up a new wave of crystal sugar pear juice, each enterprise is imitating and bringing out crystal sugar pear juice of their own. How can the company of wahaha locate target market while deviding market. How can Wahaha company make its own crystal sugar pear juice be No.1 in the heart of consumers while expending market scale.

　　　This paper mainly uses the method of questionnaire survey, combined with qualitative research and analysis to list EFE matrix and IFE matrix of the product of wahaha crystal sugar pear juice . On the selection of target market , we choose the college students as our target consumer groups; On the market positioning, we put the traditional formula of wahaha crystal sugar pear juice and the fashion taste combination with the students’ psychology of pursuit vogue, located in the college students,On the product and price, we highlight the natural honey of Wow sugar Sydney, take the different pricing strategies for the different consumer groups; On the channels, we establish the direct marketing, network marketing, POP marketing and other marketing channel in college campus, covering the market of colleges and universities. On the Sales promotion, we work together with marketing professional students, set up a work-study jobs for poor students, program students and HKCSS cooperation. In order to open campus market, at the end of this article we also developed a series of Wahaha candy Sydney campus marketing embodiment such as "Campus Card Alliance sale" the campus direct sales "and" Buying Online "are quite operability and effectiveness.

Keywords  Wahaha rock sugar Sydney  campus marketing  CPM matrix  IFE matrix  EFE matrix  marketing strategy

　　　本研究通过正确运用营销理论，针对娃哈哈冰糖雪梨这一新产品，定位于徐州大学生市场，总结研究出软饮料产品的校园市场营销一系列的营销策略。本文在理论上，为娃哈哈冰糖雪梨的校园销售提供系列科学可行的方法，进一步完善饮料销售推广营销理论；在实践上，为娃哈哈公司设计一系列完整并且操作性强的校园市场营销实施方案，从而可以帮助提升娃哈哈冰糖雪梨在大学生市场中的知名度和美誉度，最终达到以大学生群体为中心并向社会其他消费群体进行辐射，从而扩大娃哈哈冰糖雪梨的市场占有率，提升销量的目的。