加多寶涼茶營(yíng)銷(xiāo)策略的研究及對(duì)策

1、1南京鐵道職業(yè)技術(shù)學(xué)院南京鐵道職業(yè)技術(shù)學(xué)院畢業(yè)論文畢業(yè)論文題目：加多寶涼茶品牌營(yíng)銷(xiāo)策略研究作者：學(xué)號(hào)：系：工商管理系專(zhuān)業(yè)：通信班級(jí)：10通信301指導(dǎo)者：(姓名)(專(zhuān)業(yè)技術(shù)職務(wù))評(píng)閱者：(姓名)(專(zhuān)業(yè)技術(shù)職務(wù))2017年4月3目錄加多寶涼茶品牌營(yíng)銷(xiāo)策略研究............................................................................................

2、..................21緒論......................................................................................................................................................51.1研究背景........................................

3、...........................................................................................51.2研究現(xiàn)狀.........................................................................................................................

4、..........51.3研究意義...................................................................................................................................52品牌營(yíng)銷(xiāo)理論綜述.............................................................

5、.................................................................62.1品牌營(yíng)銷(xiāo)含義...........................................................................................................................62.2品牌營(yíng)銷(xiāo)的特征...........

6、............................................................................................................62.2.1藝術(shù)性和創(chuàng)造性...................................................................................................

7、........62.2.2有效的指向性與更加系統(tǒng)化.......................................................................................62.3品牌營(yíng)銷(xiāo)的構(gòu)成要素..............................................................................................

8、.................62.3.1品牌個(gè)性.......................................................................................................................62.3.2品牌傳播................................................................

9、.......................................................72.3.3品牌銷(xiāo)售.......................................................................................................................72.3.4品牌管理..........................

10、.............................................................................................72.3.5品牌評(píng)估.....................................................................................................................

11、..73加多寶涼茶集團(tuán)品牌營(yíng)銷(xiāo)現(xiàn)狀..........................................................................................................73.1加多寶集團(tuán)概況......................................................................................

12、.................................73.2產(chǎn)品策略...................................................................................................................................83.3價(jià)格策略........................................

13、...........................................................................................83.31長(zhǎng)期穩(wěn)定的價(jià)格.........................................................................................................83.4分銷(xiāo)策略....

14、...............................................................................................................................83.4.1現(xiàn)代渠道...................................................................................

15、....................................83.4.2餐飲渠道.......................................................................................................................93.5促銷(xiāo)策略...............................................

16、....................................................................................93.5.1宣傳策略.......................................................................................................................93.5.2各

17、種營(yíng)銷(xiāo)手段...............................................................................................................93.5.3公共關(guān)系處理問(wèn)題..........................................................................................

18、.............94加多寶與王老吉營(yíng)銷(xiāo)策略對(duì)比分析................................................................................................104.1加多寶營(yíng)銷(xiāo)策略..................................................................................

19、...................................104.1.1品牌營(yíng)銷(xiāo)定位.............................................................................................................104.1.2大力宣傳促銷(xiāo)，以多種方式吸引消費(fèi)者關(guān)注.....................................

20、....................104.1.3渠道.............................................................................................................................104.2王老吉營(yíng)銷(xiāo)策略......................................................

21、...............................................................104.2.1產(chǎn)品定位.....................................................................................................................114.2.2壯大銷(xiāo)售網(wǎng)絡(luò)................

22、.............................................................................................114.3王老吉品牌營(yíng)銷(xiāo)策略中優(yōu)勢(shì).................................................................................................114.3.1品牌名稱(chēng)..

23、...................................................................................................................114.3.2品牌定位..............................................................................................

24、.......................114.3.3品牌概念.....................................................................................................................124.3.4品牌營(yíng)銷(xiāo)渠道........................................................

25、.....................................................124.4加多寶和王老吉競(jìng)爭(zhēng)的結(jié)果預(yù)測(cè).........................................................................................125對(duì)加多寶品牌營(yíng)銷(xiāo)的創(chuàng)新思考...........................................