进入21世纪后,随着我国加入WTO,国际一体化程度越来越高,国民经济

持续不断快速发展,城市化水平也随之不断提高,饮料市场的市场份额也随之

不断扩大,国际著名的饮料品牌可口可乐、百事可乐相互之间一直进行着激烈

的竞争,“两乐”迅速将营销战略扩张步伐引入我国西北地区,强势布局饮料市

场的客户培养、传播、推动。不仅如此,在市场上其他饮料品牌的诸多新产品

品类也相继出现在消费者的视野,如“康师傅” “娃哈哈” “统一”等,饮料

业的竞争不言而喻且难分上下。本文选择甘肃中可营销战略作为论文研究课题,

它的组建正是在这种大的竞争环境下进行,并希望把在MBA教育阶段学到的理

论、方法结合自己在实际工作中的思考,为甘肃中可未来营销战略的制定锦上

添花,以应对饮料市场激烈的竞争。同时,回顾甘肃中可在竞争市场釆用怎样

的营销策略并分析这些策略的影响效果将有助于企业透彻认识快速消费品行业

的发展之路,对本土企业具有相应的借鉴意义。

为了更加深入的探讨甘肃中可的营销战略,将文章分为五章。第一章是引

言,主要介绍了选取本课题的研究背景、研究意义和研究设计。第二章是理论

综述,主要介绍营销战略理论、国际知名企业营销战略相关案例分析以及在分

析营销战略时通常选取的分析方法。第三章使用PETS模型对企业所面临的外部

营销环境进行分析;使用波特五力模型对软饮料产业环境进行分析;从企业的

财务能力、人力资源质量、设备能力、技术能力等多角度对甘肃中可所处内部

环境进行分析。在总结企业所具备优势、劣势的基础上,得出企业面临的机会、

风险。第四章提出甘肃中可营销战略的优化建议和实施,通过对营销战略的实

施和完善,使结果可控,进而实现营销战略的可持续发展。第五章对文章进行

总结。文章以前两章为基础,第三章是文章的重点;第四章为文章的升华章节,

提出甘肃中可切实可行营销战略的建议。

关键词:饮料市场;营销战略;甘肃中可

ABSTRACT

Entering the 21st Century, with China's adhesion to the WTO and its increasing

internationalization level,fast economical development and accelerated urbanization,

the market share for beverage is enlarging. While engaging in fierce competition, the

world famous beverage brands such as Coca-Cola and Pepsi have extended their

strategic steps into the northwestern part of China, to create a strong position to

develop, diffuse and promote tfie beverage's market. Meanwhile, new varietals of

other beverage brands such as “Kcmgshifu,、“Wahaha” and ‘‘Tongyi,,made their

appearance in the consumers' view,enforcing the already hot beverage market.

This thesis has chosen the marketing strategy of Gansu Cofco Coca-Cola

Beverage Co.,Ltd. as the research subject. Because its creation is realized against

this competitive environment, and with the hope to combine what the author has

learned in theory and methods through her MBA education with her reflections in

the practical work,this thesis aims to provide references for Gansu Cofco Coca-Cola

Beverage Co” Ltd. to confront the market competitions. Meanwhile, these

reflections on the marketing strategies and the analyses on their effects will help us

to comprehend, correctly, the development path for fast consummation products,

thus significant for domestic companies' development.

The thesis,to discuss in a comprehensive manner the marketing strategy of

Gansu Cofco Coca-Cola Beverage Co., Ltd.,is divided into 5 parts. The first, chapter

is the introduction, for the presentation of research background, significance and

main contents. The second chapter is the literature review,to summarize the relative

marketing strategy theories as well as some case analyses. The third chapter is for

the external marketing environment analysis with PEST frame work; the Porter's

Five Forces analysis deals with its industrial environment; and the internal

environment analysis includes finance, human resource, equipment and technology.

From the strength md weakness, the opportunity and threat for the firm will emerge.

The fourth chapter is the optimization strategy for the firm by the implementation

and perfection of marketing strategies for a sustainable development. The first two

parts are the foundation,the third is the key part and the fourth is the sublimation

part, for the marketing strategy's design and implementation.

Keywords: beverage market; marketing strategy; Gansu Cofco Coca-Cola