市场细分技艺在汇源公司的运用研究

论文编号:YX052 论文字数:10707,页数:15 ,附任务书,开题报告,指导记录表

摘 要
 近几年，中国饮料行业产值增长速度均超过GDP的增长速度，良好的发展前景，加之整个行业市场化程度较高，吸引了国际饮料巨头纷纷进入，竞争非常激烈，此起彼伏。
 中国饮料行业进入2009年逆势而动，一边是饮料巨头加快扩张，一边是一批以具有健康概念、以独特的农产品为原料的新产品快速涌现，一时间中国饮料行业异常活跃。国际金融危机实际上对中国食品饮料行业总体影响不大，甚至对于新投资企业和饮料巨头则面临更好的发展良机。
 未来三年，我国将成为世界饮料第一大国。在这个背景下，国内外饮料巨头正在运筹备战，为争夺世界饮料第一大国的市场而努力，我国饮料市场将正式进入“战国时代”，健康价值成为未来中国市场饮料发展的必然方向。那如何准确地对饮料行业进行市场细分就成一个至关重要的问题。本文将运用市场细分的理论知识，对汇源公司的市场细分进行分析。文章重点讨论了汇源公司在历史沿革过程中市场细分所经历的变革，在此基础上提出了对我国饮料行业发展的一些粗浅建议。
 
 关键词：市场细分，启示，现状，建议
 
 
  
Abstract
 In recent years, China's growth rate of output beverage industry were more than GDP growth speed, good prospects for the development of the industry, coupled with higher degree of marketization, attracting international beverage giant into, the competition is fierce, to break out.
 Chinese beverage industry into 2009, side against is accelerated expansion, beverage makers are a number of healthy concept, with unique agricultural raw materials for the rapid emergence of new products, the snow is very active beverage industry in China. The international financial crisis of Chinese food and beverage industry in general, even for new investment enterprise and beverage giant face better opportunities.
 Over the next three years, China will become the world's first big drink. In this context, both at home and abroad for beverage makers are strategy, to win the world drink first power market, China formally entered "beverage market value of the warring states", healthy future development of China's market beverage. That how to accurately to drink industry fractionizing market is a vital problem. This will use the market segmentation theory knowledge, the company to huiyuan market segmentation is analyzed, based on this, the focus will be on the market segmentation huiyuan company analysis of the advantages and disadvantages of China, finally is some Suggestions on the development of beverage industry.
 
Key words: market segmentation, status, suggestion
 
 目 录
摘 要 I
Abstract II
一、市场细分理论综述 1
（一）市场细分的概念 1
（二）市场细分的作用 1
（三）有效市场细分的条件 2
（四）消费者市场细分的标准 2
二、汇源公司的市场细分分析 3
（一）汇源公司简介 3
（二）汇源公司的市场细分 4
（三）汇源与统一和可口可乐市场细分的对比分析 5
（四）汇源公司市场细分的启示 6
三、对我国饮料行业的发展建议 6
（一）我国饮料行业的发展现状 6
（二）对我国饮料行业的建议 8
四、结束语 9
致 谢 10
参考文献 11

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