椰树牌椰汁的品牌营销策略研究毕业论文.doc

摘 要 椰树集团作为我国饮料品牌十强之一，是我国的著名品牌。近30年来， 中国饮料行业不断的发展和成熟，良好的发展前景和较高的市场化程度，不仅使得许多国内企业纷纷进入该领域，而且吸引了一些国外饮料巨头的加入，而椰树椰汁作为家喻户晓的民族品牌，该如何这这个时代中去寻觅自己的一条道路，是我们学习市场营销学生应该思考的问题。而今年来，许多异军突起的大大小小的豆制品饮料，都愿意去大打品牌战，花大价钱去做广告，这让椰树牌椰汁的品牌营销倍感压力。本文中会去将一些椰树椰汁的品牌营销的问题给找出来分析并出以对策。 本文分为6章，第一章为选题背景和研究意义，第二章为研究内容和研究方法，介绍品牌营销的一些研究方法。第三章为椰树牌椰汁品牌营销策略的环境分析，并分析其竞争对手。第四章则述说了椰树椰汁目前品牌营销策略存在的问题，第五章则说明了椰树牌椰汁品牌营销存在的问题进行分析。第六章则进行品牌营销策略的研究。 关键词：椰树椰汁,品牌营销,策略研究,广告 Abstract Coconut group as one of Chinas top ten brands of beverage, is a famous brand in china. In the past 30 years, China beverage industry continues to develop and mature, good development prospects and a higher degree of marketization, not only makes the many domestic enterprises have entered the field, and attracted some foreign beverage giant to join, and coconut palm as a well-known national brand, how this time to find himself in a road, we learn marketing students should think about the problem. And this year, many of the emergence of large and small soy drinks, are willing to go to the big brand war, spend big price to advertising, which makes with coconut palm cards brand marketing feel the pressure. This paper try to brand marketing problems to find out some coconut Coconut Juice analysis and the countermeasures.This paper is divided into six chapters, Chapter 1 for the selected topic background and the significance of the research, Chapter 2 as the research content and research methods, introduce research methods of brand marketing. The third chapter is the analysis of palm cards Coconut Juice brand marketing strategy, and analysis of its competitors. The fourth chapter tells the coconut palm, the brand marketing strategy of the existing problems, the fifth chapter illustrates the palm cards coconut milk brand marketing existence question carries on the analysis. Study on brand marketing strategy of the sixth chapter. 目 录 选题背景和研究意义 1.1选题背景 1.2选题意义 2.研究内容和研究方法 2.1研究内容 2.2研究方法 3.椰树牌椰汁品牌营销环境分析 3.1政治环境 3.2经济环境 3.3社会环境 3.4技术