本文選題：娃哈哈 + 營銷策略　； 參考：《鄭州大學》2017年碩士論文

【摘要】：杭州娃哈哈集團成立于1987年,兒童營養液的問世,讓“娃哈哈”這個品牌火爆全中國;2004年營養快線成功上市、2006年又乘勝追擊推出爽歪歪,徹底奠定了娃哈哈國內飲料市場的龍頭地位。除了產品,娃哈哈的成功還得益于它的銷售模式,那就是被美國哈佛商學院評為“中國渠道創新案例”的“聯銷體模式”,也叫企業與經銷商“共擔風險,共同受益”的模式,即娃哈哈公司聯合眾多的經銷商,結成利益聯盟,一起來銷售娃哈哈的產品,或者說娃哈哈公司培養的業務員主要替經銷商銷售產品。但是好景不長,娃哈哈董事長宗慶后在不斷地進行產業擴張---跨行業經營之后,一方面在優勢產品的市場上逐漸失去霸主地位,另一方面由于分散了財力和精力,又低估了跨行經營風險及難度,導致2012年發展至頂峰后遇到發展瓶頸,增長遲緩,從增長率放緩到每月力保不負至現在全國負增長。2013--2016年,一直穩居全國銷量第一的大河南市場,幾經劃分調整,負增長越來越嚴重,濮陽市場作為典型的北方市場,這些年來一直見證著大河南的發展,它稱得上是娃哈哈整個北方市場的一個縮影,那么通過對濮陽市場研究的背景、意義及方法的確立,逐步分析整體營銷環境、市場現狀和問題及形成這些問題的原因,進而提出對應的營銷策略優化建議和這些建議實施的保障。一方面能使其在下一步的整體市場運作能夠在一整套的優化營銷策略下有序進行,另一方面有利于公司借鑒普及到整個北方市場乃至全國,為整個飲料行業的可持續發展樹立一個典范。本篇調研報告在首先明確調查任務和目的后,再進行一系列的調查準備工作,運用統計調查和實地調查兩種手段相結合,收集盡可能詳盡的相關資料,準確反映濮陽市場的客觀現狀;在掌握客觀事實的基礎上,認真分析,透徹地揭示存在問題的本質,并通過深入、復雜、綜合的研究,提出相應的優化建議;最后整理、總結,撰寫全面的調研報告。筆者本人曾在該公司工作過6年,從大區經理助理、到商超、再到傳統渠道銷售,熟悉該研究主體的各個操作環節、價格價差、市場基本情況、以及相關政策指導,因此針對公司特色比較重、專業性相對較強的區塊,能夠從公司一員的角度出發并理解、研究起來不是那么費力,寫起來也是得心應手!另外,因本人與濮陽現任區域經理、內務助理、客戶經理等市場相關人員關系較好,所有研究材料均為他們提供的市場第一手真實反映,如公司銷售通報、區域銷售報表、區域經理年度(季度/月)總結規劃等,絕非紙上談兵,這也是本文的最大的特色。
[Abstract]:Hangzhou Wahaha Group was founded in 1987, the birth of children's nutrition liquid, "Wahaha" brand popular throughout China; in 2004, Nutrition Express was successfully listed, and in 2006, the launch of cool, Thoroughly established Wahaha domestic beverage market leading position. In addition to its products, Wahaha's success has also been attributed to its sales model, the "joint sales model", which was named "China Channel Innovation case" by Harvard Business School of the United States, also known as the "sharing of risks and benefits" model between enterprises and dealers. In other words, Wahaha Company combines many dealers to form an alliance of interests to sell Wahaha's products together, or Wahaha Company trains salespeople to sell products for dealers. But not for long. Zong Qinghou, chairman of Wahaha, continued to expand his industry-after a cross-industry operation, on the one hand, he gradually lost his dominant position in the market of superior products, on the other hand, because of the distraction of his financial resources and energy, It also underestimated the risk and difficulty of inter-bank operations, which led to the bottleneck of development and slow growth after reaching its peak in 2012. The growth rate slowed down to the negative growth rate of the whole country from 2013 to 2016, and it has been the largest market in China in terms of sales volume. After several division adjustments, the negative growth is getting more and more serious. As a typical northern market, the Puyang market has been witnessing the development of Greater Henan over the years. It can be said to be a microcosm of Wahaha's entire northern market. Well, through the establishment of the background, significance and methods of the market research in Puyang, the overall marketing environment, the current market situation and the problems and the reasons for these problems are analyzed step by step. Then put forward the corresponding marketing strategy optimization recommendations and the implementation of these recommendations to ensure. On the one hand, it can enable its overall market operation in the next step to be carried out in an orderly manner under a set of optimized marketing strategies, on the other hand, it is conducive to the company's reference and popularization to the entire northern market and even to the whole country. Set a model for the sustainable development of the whole beverage industry. This research report first clarifies the investigation task and purpose, then carries on a series of investigation preparation work, uses the statistical investigation and the field investigation two kinds of means to combine together, collects as much as possible the detailed related information. Accurately reflect the objective situation of Puyang market, analyze and thoroughly reveal the nature of the existing problems on the basis of mastering the objective facts, and put forward corresponding optimization suggestions through in-depth, complex and comprehensive research. Write a comprehensive research report. I have worked in the company for 6 years, from regional manager assistant, to Shang Chao, to traditional channel sales, familiar with the main body of the study of the various operating links, price spreads, basic market conditions, and relevant policy guidance, Therefore, the characteristics of the company is relatively heavy, relatively professional relatively strong block, can start from the perspective of a member of the company and understand, the research is not so hard to write up is also handy! In addition, because I have a good relationship with Puyang's current regional manager, internal affairs assistant, account manager and other market related personnel, all the research materials are a first-hand reflection of the market they provide, such as the company's sales report, the regional sales report, etc. The annual (quarterly / monthly) summing up of planning by regional managers is not an empty talk, which is also the most important feature of this paper.
【學位授予單位】：鄭州大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F274;F426.82

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1 余小幸;娃哈哈濮陽市場營銷策略優化研究[D];鄭州大學;2017年

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本文編號：1960549