市場細(xì)分技藝在匯源公司的運用研究

市場營銷論文編號:YX052 論文字?jǐn)?shù):10707,頁數(shù):15 ,附任務(wù)書,開題報告,指導(dǎo)記錄表 
 目 錄
摘 要 I
Abstract II
一、市場細(xì)分理論綜述 1
（一）市場細(xì)分的概念 1
（二）市場細(xì)分的作用 1
（三）有效市場細(xì)分的條件 2
（四）消費者市場細(xì)分的標(biāo)準(zhǔn) 2
二、匯源公司的市場細(xì)分分析 3
（一）匯源公司簡介 3
（二）匯源公司的市場細(xì)分 4
（三）匯源與統(tǒng)一和可口可樂市場細(xì)分的對比分析 5
（四）匯源公司市場細(xì)分的啟示 6
三、對我國飲料行業(yè)的發(fā)展建議 6
（一）我國飲料行業(yè)的發(fā)展現(xiàn)狀 6
（二）對我國飲料行業(yè)的建議 8
四、結(jié)束語 9
致 謝 10
參考文獻(xiàn) 11

摘 要
 近幾年，中國飲料行業(yè)產(chǎn)值增長速度均超過GDP的增長速度，良好的發(fā)展前景，加之整個行業(yè)市場化程度較高，吸引了國際飲料巨頭紛紛進(jìn)入，競爭非常激烈，此起彼伏。
 中國飲料行業(yè)進(jìn)入2009年逆勢而動，一邊是飲料巨頭加快擴張，一邊是一批以具有健康概念、以獨特的農(nóng)產(chǎn)品為原料的新產(chǎn)品快速涌現(xiàn)，一時間中國飲料行業(yè)異常活躍。國際金融危機實際上對中國食品飲料行業(yè)總體影響不大，甚至對于新投資企業(yè)和飲料巨頭則面臨更好的發(fā)展良機。
 未來三年，我國將成為世界飲料第一大國。在這個背景下，國內(nèi)外飲料巨頭正在運籌備戰(zhàn)，為爭奪世界飲料第一大國的市場而努力，我國飲料市場將正式進(jìn)入“戰(zhàn)國時代”，健康價值成為未來中國市場飲料發(fā)展的必然方向。那如何準(zhǔn)確地對飲料行業(yè)進(jìn)行市場細(xì)分就成一個至關(guān)重要的問題。本文將運用市場細(xì)分的理論知識，對匯源公司的市場細(xì)分進(jìn)行分析。文章重點討論了匯源公司在歷史沿革過程中市場細(xì)分所經(jīng)歷的變革，在此基礎(chǔ)上提出了對我國飲料行業(yè)發(fā)展的一些粗淺建議。
 
 關(guān)鍵詞：市場細(xì)分，啟示，現(xiàn)狀，建議
   
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