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摘要：民族品牌不仅有极为巨大的经济价值，还具有丰厚的文化底蕴，承载着民族的信念和理想，不少民族品牌身上都凝聚了民族气节和精神。民族品牌饮料充满期待，虽然起步较晚，但是发展迅速，尤其在近几年，部分饮料企业给国人带来了一些期待。但是民族品牌饮料在营销策略方面还存在着诸多的问题，比如资金缺乏品牌之间兼并严重，营销手段单一缺少特色，品牌杂乱无章难以形成大品牌。21315
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本文主要介绍了目前国内饮料品牌的营销现状，并且分析了一些国外的先进经验，着重分析国内饮料品牌的营销策略，并且提出一些有效的营销手段。遵从由个性推及到共性，透过现象分析本质，坚持理论联系实际的原则，紧跟民族企业特点，分析营销策略的制定一般方法和具体方案。
毕业论文关键词：饮料，民族品牌，营销
Marketing Strategy of national brand beverage
Abstract
National brand not only has very great economic value, but also has a rich cultural heritage, carrying the nation's beliefs and ideals, many national brands who have condensed the national moral courage and spirit. National brand beverage is full of expectations, although late, but developed rapidly, especially in recent years, some beverage companies brought some expectation to China. But the national beverage brands in the marketing strategy aspect also to have many problems, such as lack of funds brand annexation serious marketing means a single, lack of features, be difficult to form a brand famous brand.
This paper describes the current status of the domestic beverage brand marketing, and an analysis of some of the advanced experience of foreign countries, the analysis focuses on the domestic beverage brand marketing strategy, and propose some effective marketing tool. Comply with the personality to push and commonality analysis through the phenomenon of nature, adhere to the principle of theory, followed by the national business characteristics, analyzes the general method of marketing strategies and specific programs.
Key Words：Beverages, national brands, marketing
目录
1 绪论： 6
1.1 研究背景 6
1.2 研究目的与意义 7
1.2.1 研究目的 7
1.2.2 研究意义 8
1.3 研究方法 9
2 外国饮料营销策略归纳与分析 9
2.1具有全球化视野，实施本土化营销 9
2.2善于运用4P营销组合 10
2.3建立完善的分销渠道 11
3 中国饮料营销策略现状与思考 12
3.1营销手段单一缺少特色 12
3.2品牌种类繁多，难成大品牌 13
3.3产品同质化程度高 13
3.4资金短缺，合资权益纠纷严重 14
4 民族饮料可采取的营销策略 14
4.1关系营销：政企共完善,降低外资并购风险 15
4.2文化营销：营销组合打特色牌，与外国饮料品牌竞争 15
4.3绿色营销：传播健康理念，打消消费者疑虑 17
4.4 事件营销：让民族品牌深入人心 18
4.5差异化营销：加强产品创新，增加产品的独特性 18
4.6 口碑营销：好口碑，提高产品竞争力 20
5 结论 21
参考文献 22
致谢 23
1 绪论：
1.1 研究背景
随着中国的经济改革，人民收入和生活水平的提高，消费市场空前繁荣的饮料，饮料行业发展迅速，经过20年的发展，中国饮料市场改变了以往单一的现状，产品结构得到优化。