MBA学位论文
作者：顾方圆
甘肃中粮可口可乐饮料公司新品上市营销策略研究
甘肃中粮可口可乐饮料公司新品上市营销策略研究
中文摘要
可口可乐作为世界最大的饮料公司，它的竞争对手从来都不是任何一个饮料公
司或产品，而是消费者的胃、消费者的心智，正如广告所讲，品尝味道，感受快乐。
从单一的产品可口可乐到现在全品类产品的覆盖，公司在做的正是抓住消费者的胃
和心智。完整的产品既要满足消费者的物质追求，又满足消费者的精神追求。新品
属于产品，它的诞生就是为了占领更多消费者市场，满足更多消费者需求。因此，
企业要顺应并逐步引导市场的变化，精准产品的定位，让消费者第一眼就“爱上”
企业，企业的品牌、企业的产品、企业的文化，并通过营销策略促使消费者忠诚度
的提升，增强与企业“爱情”长跑的持久性。
甘肃中粮可口可乐饮料有限公司（简称甘中可饮料公司）是甘青宁藏整个西北
区域的龙头饮料企业，但同时饮料行业具有门槛低、竞争大、产品同质化现象严重
以及消费者需求和市场监管越来越严格的特点。所以找到一款新品并将之营销成为
下一个明星产品是本论文要探讨的问题。当前饮料市场新品不断更迭，份额不断上
升，针对新品上市的营销策略显得越发重要，本文具有一定现实意义和理论意义。
本文基于以上背景研究，通过对饮料市场、企业内部访谈以及消费者问卷调查
做出的相关调查数据，运用PESTEL宏观环境分析、波特五力竞争分析、SWOT企业
内部环境分析，对甘中可饮料公司现状进行了深入的分析，了解公司的优势及劣势，
并从中发现问题与机会，再通过STP分析找到目标市场和客户，最后找到下一个新
品，针对新品上市制订4V营销策略，并提出了组织保障、资源配置、营销控制、
团队建设和企业文化五大保障措施。引导甘中可饮料公司进行有效长效的市场营销
机制与活动，让新品大放异彩，成为明星产品。
现阶段，新品是甘中可饮料公司新的利润增长点和品牌战略的新阵地。因此，
研究其营销策略不仅可以为自身带来收入，而且能够增强企业竞争力、培养新的增
长点，实现企业的绿色健康可持续发展。
关键词：甘肃中粮，可口可乐，新品上市，营销策略
I

MBA学位论文
作者：顾方圆
甘肃中粮可口可乐饮料公司新品上市营销策略研究
RESEARCH ON MARKETING STRATEGY
OF NEW PRODUCT LAUNCH OF GANSU COFCO
COCA-COLA BEVERAGES LTD.
Abstract
Coca-cola as the largest beverage company,has never been a competitor to any
beverage company or product, but the consumer’s stomach and consumer’s mind,just
as the AD says,taste the feeling and feel the joy.From a single product, coca-cola, to
now a full range of products,What we are doing is to seize the consumer’s stomach
and mind. The complete product must satisfy both the consumer material pursue and
the consumer spirit pursue. The new product belongs to the product, its birth is to
occupy more consumer market, satisfies more consumer demand. Therefore,
enterprises should adapt to and guide the changes in the market, positioning accurate
products, so that consumers will “Fall in love”with the enterprise, its brand, its
products and its culture at first sight, and through the marketing strategy to promote
consumer loyalty, enhance with the enterprise’s “Love”long-term sustainability.
Gansu COFCO Coca-Cola Beverages Ltd. ( Gan-zhongke Beverage Company
for short) is the leading beverage company in Gansu, Qinghai, Ningxia and Tibet in
the entire northwest region, but at the same time, the beverage industry has the
characteristics of low threshold, big competition, serious product homogenization
and more and more strict consumer demand and market supervision. So finding a
new product and marketing it as the next star product is the issue of this paper to
explore. At present, new product in the beverage market are constantly changing and
their share is constantly rising, so the marketing strategy for new products is
becoming more and more important,this paper has certain practical and theoretical
significance.
Based on the above background research, According to the relevant survey data
of beverage market, internal interviews of enterprises and consumer questionnaires,
II

MBA学位论文
作者：顾方圆
甘肃中粮可口可乐饮料公司新品上市营销策略研究
Using PESTEL macro environment analysis, Porter's five forces competition
analysis and SWOT enterprise internal environment analysis, This paper makes an
in-depth analysis of the present situation of Gan-zhongke Beverage Company,
Understand the strengths and weaknesses of the company.Then through STP analysis
to find the target market and customers, and finally find the next new product,
formulate 4V marketing strategy for the new product listing. And five major
safeguard measures are put forward, such as organization guarantee, resource
allocation, marketing control, team building and enterprise culture, so as to guide
Gan-zhongke Beverage Company to carry out effective and long-term marketing
mechanism and activities.Let the new product shine, become a star product.
At present, new products are a new profit growth point and a new position of
brand strategy in Gan-zhongke Beverage Company. Therefore, the study of its
marketing strategy can not only bring its own income, but also enhance the
competitiveness of enterprises, Cultivate new growth areas, and realize the green,
healthy and sustainable development of enterprises.
Key words: Gansu COFCO, Coca-Cola, new product listing, marketing
strategy
III
。。。以下略