涼茶品牌定位策略研究——以王老吉為例.pdf

1、中南民族大學碩士學位論文涼茶品牌定位策略研究——以王老吉為例姓名：金琳申請學位級別：碩士專業(yè)：企業(yè)管理指導教師：余序洲20100401涼茶品牌定位策略研究——以王老吉為例IIAbstractFollowedalongwithourcountry’srefmationopeningupthedomensticbeverageindustriesenteredanewperiodofdevelopmentbeveragemarketalso

2、enterdanunprecedentedboomperiod.SinceChinaenteredWldTradeganization(WTO)internationalbeveragetycoonenterddomesticmarketinChinaoneafteranothertherefeeachdomesticbeveragemanufacturerfacedwithchancechallengecomefromvariousa

3、spectsthecompetitionbetweenbeveragebrsbecameincreasinglydrastic.Howtopinpointthemarketpositionofbrertaincompetitiveadvantagesofbrfmulaterelevantmarketingstrategyistheproblemeachdomesticbeveragemanufacturershouldtakeintoa

4、ccount.FristlybyresearchingthepositioningtheyiginatedbyAlRiesJackTroutthispapergeneralizesthebasicframewkofpositioningtheywhichincludestheeticpresumptionpositioningstrategytherelationbetweenpositioningmarketingmix.Thethe

5、eticframewknotonlyexplainsthetheeticacterofbrpositioningfromtheaspectofsocialenvironmentaffectingmechanismstheeticbasebutalsobringsupthethoughtmethodofpositioningfromtheaspectofmethodologytacticsstrategy.Addingtotheganic

6、Integrationofpositioningmarketingmixitcomesfromasuitofintegratedsolvingschemeinpractice.Secondlythispaperhasasystematicanalysisonoutsidemarcoenvironmentofherbalteabeverageindustrymajcompetitsofbrsinsidetheherbalteamarket

7、.ThenbasedonthetheeticframewkthispapertakesWONGLOKATherbalteaasanexampleresearchesthestrategyonbrpositioningrelevantmarketingmixofit.ThroughanalysisontheprevenientsenseofWONGLOKATherbalteaitwaspositionedthebeveragethatca