启力饮料营销策略研究.doc

摘要:随着我国改革开放的深入，市场竞争日趋激烈，产品、价格和促销策略极易被竞争对手模仿，饮料企业要赢得立足之地，除了依靠企业的资本实力外，更为看重的是企业的市场营销策略。同时国家也出台了相关的政策，而且消费者的健康意识也不断提高，这对于功能饮料而言无疑是个巨大的发展机遇。

　　　本文对共分五个章节对启力饮料的营销策略进行了探讨和研究。第一章是绪论部分，分三个部分分别介绍了本文的研究背景和意义、文献综述和启力饮料的概况；第二章是启力饮料营销策略的现状和存在的问题分析，分两大块分别阐述了启力饮料市场营销策略现状和启力饮料营销策略的存在的问题；第三章是启力饮料营销策略的改进措施和建议，提出了四点建议和措施；第四章是结论部分，对全文进行了观点总括。

关键字： 启力饮料，营销策略，策略研究

ABSTRACT:With the deepening of reform in China, the increasingly fierce market competition, product, price and promotion strategy easily imitated by competitors, beverage enterprises want to win a place to live in, in addition to rely on enterprise capital strength, more important is the enterprise marketing strategy. At the same time, the state also introduced policies, and consumer health awareness is also rising, this is a great opportunity for development is undoubtedly the functional beverages.

　　 This paper discusses and researches on is divided into five chapters on Qili beverage marketing strategy. The first chapter is the introduction part, overview of the background and significance of this research, literature review and Qili beverage was introduced in this paper is divided into three parts; the second chapter analyses the current Qili force beverage marketing strategy and existing problems, problems of Qili beverage marketing strategy present situation described consists of two blocks respectively and the opening force beverage marketing strategy; the third chapter is the measures and suggestions for improving Qili beverage marketing strategy, put forward four proposals and measures; the fourth chapter is the conclusion part, the thesis points.

Keywords: Qili beverage, marketing strategy, strategy research