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MBA硕士毕业论文_京CC茶饮适应性品牌营销策略研究PDF

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I 摘要 II 摘要 自上世纪九十年代进入市场以来,街头即调茶饮行业经历了由缓及快的发展 变化。特别是近几年来,由于互联网和移动通信技术的应用与社会经济的迅速发 展,无论是行业竞争环境还是消费者市场,都发生了巨大变化,给早期进入市场 的CC茶饮品牌带来前所未有的经营挑战和机遇。品牌战略是CC茶饮在这种市 场环境下赢得竞争、实现可持续发展的重要基础。但是,新媒体时代,环境格外 突出的动态性、变化性,使任何企业几乎都不可能一劳永逸地维持品牌的强势地 位,而必须能够根据外部环境的变化趋势及时诊断并识别问题,更新品牌营销策 略。因此,如何获得适应性的品牌营销能力成为CC茶饮面临的关键问题。 本研究通过对营销能力理论、适应性营销能力理论和适应性品牌营销理论的 梳理和分析,提出适应性品牌营销能力包括基于顾客旅程的品牌接触管理、基于 顾客参与的整合营销组合和开放的服务保障体系三方面内容。研究对CC茶饮品 牌发展现状及其在南京市场的具体营销环境进行了系统梳理,在分析行业现状和 市场特征、发展机会与威胁、优势与劣势的基础上,对CC茶饮南京市场的营销 战略进行重新定位,并结合适应性品牌营销能力的构成要素,提出三方面的具体 实施策略。 关键词:适应性营销能力,品牌营销,策略,茶饮行业 Abstract IV Abstract Since1990s,thestreetbrewingteaindustryhasexperiencedrapiddevelopment. Especiallyinrecentyears,duetotheapplicationoftheInternetandmobile communicationtechnologiesandtherapiddevelopmentofthesocialeconomy,both thecompetitiveenvironmentandtheconsumermarkethaveundergonetremendous changes.Asaresult,CCTeaDrinksisfacingunprecedentedbusinesschallengesand opportunities.BrandstrategyisanimportantbasisforCCTeaDrinkstowin competitionandachievesustainabledevelopmentinthissituation.However,inthe newmediaera,theenvironmentisparticularlydynamicandversatile,makingit almostimpossibleforanycompanytomaintainthebrand'sstrongpositiononceand forall.Itmustbeabletodiagnoseandidentifyproblemsinatimelymanner accordingtothechangingtrendoftheexternalenvironment,andupdatethebrand marketingstrategy.Therefore,howtoestablishadaptivebrandmarketingcapabilities hasbecomeakeyissueforCCTeaDrinks. Basedontheanalysisofmarketingcapabilitytheory,adaptivemarketing capabilitytheoryandadaptivebrandmarketingtheory,thispaperproposesthree dimensionsofadaptivebrandmarketingcapabilities,includingbrandcontact managementbasedoncustomerjourney,integratedmarketing-mixbasedoncustomer participationandopenservice,andtheopenserviceguaranteesystem.Thestudy systematicallycombedthedevelopmentstatusofCCTeaDrinksbrandandits specificmarketingenvironmentinNanjingmarket.Basedontheanalysisofindustry andmarketcharacteristics,developmentopportunitiesandthreats,advantagesand disadvantages,themarketingstrategiesofCCTeaDrinksinNanjingmarketwas carriedout.Specifically,thestudydiscussesre-positioningforthebrand,andthen proposesthreespecificimplementationstrategies,combiningwiththecomponentsof adaptivebrandmarketingcapabilities. Keywords: adaptivemarketingcapabilities,brandmarketing,marketingstrategies, teadrinksindustry 目录 1 目录 摘要...............................................................................................................................II ABSTRACT.................................................................................................................IV 目录..............................................................................................................................1 第1章绪论..................................................................................................................1 1.1研究背景及意义.................................................................................................1 1.1.1现实背景........................................................................................................1 1.1.2理论背景........................................................................................................1 1.1.3研究意义........................................................................................................2 1.2研究问题与目的.................................................................................................2 1.2.1研究问题........................................................................................................2 1.2.2研究目的........................................................................................................2 1.3研究内容与方法.................................................................................................3 1.3.1研究内容........................................................................................................3 1.3.2研究方法........................................................................................................3 第2章相关理论基础 .................................................................................................. 5 2.1适应性营销能力理论.........................................................................................5 2.1.1营销能力理论的提出与界定........................................................................5 2.1.2适应性营销理论的产生与发展....................................................................5 2.2适应性品牌营销理论.........................................................................................7 2.2.1品牌营销的基本概念与理论........................................................................7 2.2.2适应性品牌营销理论....................................................................................8 2.3适应性品牌营销能力及其构成要素.................................................................9 2.3.1动态环境下品牌营销能力的适应性要求....................................................9 2.3.2基于顾客旅程的品牌接触管理..................................................................11 2.3.3基于顾客参与的整合营销..........................................................................12 2.3.4开放的服务保障体系..................................................................................12 第3章CC茶饮的品牌发展现状与问题分析 .......................................................... 14 3.1CC茶饮品牌概况..............................................................................................14 3.1.1品牌起源与价值主张..................................................................................14 3.1.2组织职能与运营模式..................................................................................14 3.1.3品牌架构与产品组合..................................................................................15 3.2CC茶饮的品牌发展现状..................................................................................15 目录 2 3.2.1市场份额与品牌知名度..............................................................................15 3.2.2品牌印象和忠诚度......................................................................................16 3.2.3品牌形象的建设与管理..............................................................................16 3.3CC茶饮的品牌问题分析..................................................................................16 3.3.1问题表现......................................................................................................16 3.3.2问题原因分析..............................................................................................17 第4章CC茶饮的品牌营销环境分析......................................................................19 4.1CC茶饮的宏观环境分析..................................................................................19 4.1.1政策环境分析..............................................................................................19 4.1.2经济环境分析..............................................................................................19 4.1.3社会环境分析..............................................................................................20 4.1.4技术环境分析..............................................................................................20 4.2CC茶饮的竞争环境分析..................................................................................21 4.2.1行业基本概况..........................................................................