汇源果汁企业营销战略研究.doc

汇源果汁营销战略研究
摘要
中国汇源集团果汁有限公司(01886HK,以下简称“汇源果汁”)是目前国内最
大的果汁饮料生产企业,其果汁品牌“汇源”是优秀的中国品牌之一。但是,随着
果汁行业竞争的加剧,以及汇源仍未彻底完成由生产导向到营销导向的战略转变等
因素,汇源的市场地位不断下降。尤其在低浓度果汁饮料市场,其市场占有率已经
低于主要竞争对手。
本文试从果汁行业的宏观环境、汇源的自身优势、主要竞争对手、消费者需求、
合作者方面来分析果汁行业的营销机会。然后,在针对消费者需求的市场调研基础
上,分析汇源营销战略上存在的问题,提出提升汇源品牌定位的战略目标。进而使
用SWOT 分析矩阵研究细分的目标市场,明确汇源应该选择的目标市场和相应的品
牌策略。提出品牌整合的思路,以及开拓儿童果汁市场等的战略方向。同时,笔者
也为汇源品牌制定全新的品牌定位,以期提升汇源的品牌形象,更好地满足消费者
的理性和感性需求,并在竞争中占据优势地位。在本文最后,笔者关于营销组合与
战略实施方面提出自己的建议。
关键词汇源果汁,消费者需求,品牌定位,战略,渠道
V
RESEARCH ONMARKETING STRATEGY OF
HUIYUAN JUICE GROUP
ABSTRACT
China Huiyuan Juice Group Limited (01886HK) is the largest group of China
engaged in producing and marketing fruit and vegetable juice and juice drinks. Now
Huiyuan Brand is the leading brand in China’s beverage industry. But with the increasing
competition of juice industry in China, and the fact that Huiyuan group’s strategy has not
completely converted into marketing orientation from producing orientation, its marketing
position has been decreasing. Especially in the market of juice drinks, its market share is
lower than petitors.
This paper tries to analyze market chance of juice industry on aspects of
microenvironments, company skills, petitors, customer needs and cooperators.
Then on the basis of marketing research of customer needs, the paper analyzes the
problem on Huiyuan’s marketing strategy and points out the goal of marketing strategy,
which is to raise the brand’s positioning. By using SWOT to analyze target market, it
decides the related brand integration strategy and strategic orientation such as developing
children’s juice market. Meanwhile, the paper gives new brand positioning of Huiyuan in
order to improve the brand image, satisfy the rational need as well as emotional needs and
finally get advantages petition. After researching on marketing strategy, the paper
puts forward suggestions on marketing mix and strategy implementation.
KEYWORDS: Huiyuan juice, custome