基于網(wǎng)絡(luò)營(yíng)銷的軟飲料行業(yè)品牌建設(shè)研究.pdf

1、西南大學(xué)碩士學(xué)位論文基于網(wǎng)絡(luò)營(yíng)銷的軟飲料行業(yè)品牌建設(shè)研究姓名：何姣姣申請(qǐng)學(xué)位級(jí)別：碩士專業(yè)：企業(yè)管理指導(dǎo)教師：白碩20120601AbslracIAStudyonBrandBuildinginS01tDrinkIndustryBasedonNetworldngMarketingABSTRACTWiththeincreasingnationaleconomicdeVelopmentandpeople’sIiVingstandards，Ch

2、inahasgradualIybecometheconsumptionofsoftdrinks』缸thesametime，theleVel0frefo姍inChinacontinuetodeepen，moreandmoremuItinationalbeVeragebrandt0entertheChinesemarket，andChina’ssoftdrinksmarketishighlycompetitiVe1thasbecome0ne

3、0ftheurgentproblemsinthedomesticsoft“nkcompaniesofhowt0shapeandenhancetheirownbrandofcharismatodemandaplaCcinthefiercemarketcompetitionwhenfacingthemultinationalbrandscontinuet0infiltrate卸dconsumerincreasin甜yrationalC0ns

4、umerbehaVior1nthenewcentury；therapidlygrowjngpopularityoftheIntemethas0penedupnewaVenuesfortheChinesesoftdrinkcompaniest0buiIdbrandTheIntemetbyvinue0fitsspeed，widespread，lowCostande骶ctofagoodadV鯽tageis1ikedbybusinesS0wnc

5、rs0falla鏟s，more鋤dm0艙SMEschoOset0u∞ne咐orkmarketingt0buildbrandimageHigherhomogenizationofsoftdrinks齟dindusl巧barrierStoentrylowing，areleadingtoacompetitionbetweentheChinesesondrinkcompaniesmainlyconcentratedinthebrandcompe

6、titionBymeansofnetworkmarketingt0crcatetheco叩omtebfand，enhanceconsumerbrandawareness，thinkinghabitsfonnedinthepostpurchase，ispanicularlyimportantforimproVingthecorecompetitiVenessofente叩rises1’hispaperfirstdescribestheth

7、eoreticalknowledge0fthesethreeconceptsofsoftdrinks，brandsandnetworkmarketing，thenanalysistheChina’ssoftdrinksindustrymarketingenVironmentlatef0珊Ihreeaspects0fthesoftdrinkindustr)rmarketconditions，theconsumergroupproperti

8、esandthechangingofinfluence，whichwasforeshadowingtosoftdrinkscompanieswhenusingnetworkmarketingtobuiIdthecorporatebrandlalerSecondIy，IbelieVethattheuseofnetworkmarketingtobuildaco叩oratebrandisVerynecessary1tisnotonlythei