企业市场营销策略分析 毕业论文

A1IA2题目企业市场营销策略分析院系网络教育学院专业工商管理姓名指导教师XXX网络教育学院A1IIA2院系XXX网络教育学院专业工商管理年级08秋高专工商管理学号XXX姓名学习中心XXX学习中心指导教师XXX题目企业市场营销策略分析指导教师评语是否同意答辩过程分满分20指导教师签章评阅人评语评阅人签章成绩答辩组组长签章年月日A0IIIA3毕业设计任务书A4A508A6A7A8A9A10A11A12A13A14A15A16A13A17XXXA18A19A20A21A222010A2310A2410A20A25A26A20A21A222009A2311A2423A20A27A28企业市场营销策略分析A27A28A29A30A27A28A29A30A31A32A33A34A35A36A37A38A39A40A41A42A36A37A38A39A41A421A43A44A45A46A47A48A47A43A49A50A51A52A53A54A55A47A56A57A48A47A58A59A60A61A62A63A64A65A66A67A68A69A70A71A72A73A74A75A76A77A78A79A80A81A82A83A84A85A86A87A88A89A90A91A92A93A63A94A95A96A97A98A87A71A72A99A100A101A102A103A104A63A105A106A107A108A109A110A111A77A112A113A63A114A85A115A116A117A118A119A120A121A66A101A102A77A122A123A85A124A110A96A125A126A127A77A128A129A130A131A132A133A125A77A134A135A71A72A136A137A138A139A140A141A63A142A143A144A145A86A146A147A133A148A71A149A119A122A123A150A151A139A134A135A63A73A152A142A134A135A153A73A85A124A154A77A118A155A63A73A85A156A157A158A159A160A116A77A161A162A155A163A164A165A155A66A134A166A155A167A157A158A77A168A169A170A110A171A172A173A174A175A176A101A102A177A178A135A179A77A90A91A167A180A181,A182A183A150A184A185A177A157A158A77A186A187A66A168A169A188A189A95A190A191A157A158A77A192A193A63A101A102A177A178A194A195A196A133A125A77A101A102A177A178A135A179A108A109,A197A85A198A77A177A178A135A179A199A147A200A182A183A150A184A185A177A157A158A77A201A202A167A203A204,A83A84A205A206A66A207A208A209A210A69A70A199A147A200A150A184A185A177A157A158A101A102A177A178A135A179A108A109A77A211A212A201A202A167A213A214A215A216A217A218A219A220A221A222A77A150A184A185A177A157A158A77A223A155A224A225A226A227A228A229A230A81A167A231A232A110A95A233A155A234A133A125A77A108A109A157A158A177A178A135A179A73A198A235A95A236A180A77A178A237A238A239A167A88A179A176A125A240A157A158A75A76A168A169A180A241A63A107A242A132A126A243A75A76A180A241A77A135A179A66A244A245A167A88A179A125A240A77A180A241A63A246A247A145A157A158A77A248A249A66A250A251A246A247A221A252A253A167A88A179A176A160A254A193A255A63A160A254A193A67A15A0A63A215A176A160A254A108A109A209A159A66A160A254A1A75A76A66A2A3A77A194A195A4A195A167A207A95A157A158A50A240A77A88A179A180A241A63A209A101A102A5A123A235A143A150A77A246A247A73A211A99A77“A70A20A6A152A77A125A240A163A101A102A10A7A77A108A109A63A215A8A9A11A77A108A109A163A215A8A12A11A77A13A193A163A101A102A90A91A203A149A77A81A82A163A222A118A187A119A77A201A202A14A16A163A225A17A77A18A19A66A228A21A22A23A253A203A149A63A232A24A125A240A132A25A75A26A163A236A27A26A163A238A5A26A163A23A253A26A77A101A102A177A178A88A179A63A239A200A242A28A157A158A29A50A240A88A179A209A101A102A5A123A77A15A209A66A30A31A1672A32A33A34A35A36A37A38A39A40A34A35A36A37A411A42A43A44A45A46A47A48A49A51A52A53A54A55A56A43A57A58A59A60A61A62A43A63A64A65A66A67A412A42A43A68A69A70A62A71A68A69A72A73A54A74A75A76A77A78A79A46A47A48A49A51A80A81A67A413A42A43A82A83A84A85A86A87A88A89A90A51A91A92A93A66A94A95A91A92A96IVA97A983A99A100A101A102A103A104A105A106A107A108A109A110A111A112A113A114A115A116A117A118A119A120A121A122A123A124A125A126A127A128A114A115A116A117A129A122A130A131A132A133A134A135A136A129A137A135A138A139A140A141A110A118A119A984A99A100A142A143A144A145A146A147A110A148A150A151A152A153A154,A155A156A157A110A148A150A120A121A158A1603A161A162A163A164A165A166A167A163A164A165A166A168A1699A170A171A172A173A174A175绪论A1761A177A178A172A179A174A175分析市场机会A1761A177A178A172A180A174A175选择目标市场A1762A177A178A172A181A174A175现社会企业营销策略案例分析A1762A177A178A172A182A174A175确定市场营销策略2A177A178A183A184A185A186A187A176A177A1784A161A188A189A190A191A189A1901A192A193A194A195A196A197A198A199A200A201A202A203JA204A205A206A208A210A211,2001,012A212A213A214A216A217A218A219A220A221A223A224A226JA206A221A227A228A229,2005,053A230A231A219A220A221A223A233A234A205A235A237JA240A241A242A243A244A245A244A246A247A244A248A249A250A244A251,1997,024A252A253A254,A255A157A0A221A223A34A1A2A219A220A221A223JA250A152A233A227A228,2001,035A164A3,A166A4A5A219A220A221A223A129A6A7A8A9JA206A208A127A10,2001,076A164A11A12A127A24A13A14A219A220A221A223A15A16A17JA177A206A16A17,1993,047A178A18A216A180A19A219A220A221A223A15A20A21A22A23JA241A146A206A208,2005,038A184A25A26A127A27A28A219A220A221A223A15A228A29JA189A30A31A205A152A32A244A245A244A246,2003,029A193A33A219A220A221A223A35A36A37JA250A152A38A246A24A39A233A206A208,2005,0410A199A8A40A201A41A42A43A219A220A221A223A44A44A45JA206A46A204A220,2001,Z1A68A47A48A49A50A51A52A53A244A245A54A55A56A37A50A54A212A213A50A51A52A53A57VA58诚信承诺一、本设计是本人独立完成；二、本设计没有任何抄袭行为；三、若有不实，一经查出，请答辩委员会取消本人答辩资格。承诺人（钢笔填写）年月日A59VIA60目录摘要A214ABSTRACTA215第1章绪论1第2章分析市场机会221A136A61A62A63A64A216A65222A63A64A216A65A66A67A69323A63A64A70A71A72A73A66A74A754第3章选择目标市场531A120A76A77A78A79A63A645311A136A61A62A78A79A63A645312A63A64A78A79A66A80A811032A225A82A83A84A63A6410第4章现社会企业营销策略案例分析1241A85A138A86A87A88A89A90A91A92A9312A94A951A230A96A97A98A233A87A99A100A92A9312411A236A101A92A9313412A238A102A87A103A104A105A9114413A106A107A108A109A11015414A245A233A97A111A87A90A91A112A11316415A114A115A90A9118A94A952A116“A248A117A118”A169A119A121A122A123A124A99A125A126A8720411“A248A117A118”A128A130A87A125A126A107A24221412“A248A117A118”A131A132A87A90A91A92A93215A94A95A133A13422第5章结论23致谢24参考文献25XXX网络教育毕业设计（论文）IA135IA137摘要文章对当前企业市场机会及选择、市场营销策略进行了一系列探究，并提出了一些改进措施一个公司的成功与否，很大程度上取决于其产品和市场策略的好坏,面对世界经济一体化，对于一心走向壮大、投入国内外市场竞争的中国企业来说，销售市场是一个极富吸引力的市场，如何开拓这一市场是摆在我国企业面前的一个主要问题。本文通过对现有市场的分析，系统地阐述了我国企业在市场营销策略上的分析。市场营销是指企业为满足消G17165G13785G6122G11004G6155的G19668G8726G13792提G1391G2842品G6122G2183G2165的G6984体营销G8975G2172。在竞争G7097G17247G9620G9884G1000G2528G17148化G7097G11422G1017G18337的中国市场上G3822G5192来，营销G13464G2524策略G726产品、G1227G7696、G9204G17959、G1431销，一G11464引G20058G11540企业决策的G5617G13783G17347G5464，G1306G5460G5460在G10714G16311上，企业会在G993G2528产业G10627G3671G18336，G7693G6466G14270G17535的G17176G9316G14033力，G4493G7143主要G1186G7588个G2345G7053面的G3252G13044来G13783G15397营销上的市场竞争力取向。G6984个营销G13464G2524的G16833G8873G2040G7041G2489为G726品G10272G2842出G256G1227G257G6238G256G17147G257通过开G256G5227G257G2045G11004G256G1166G257、G256G2195G257G12573G1186G9204G17959G256G8981G257向消G17165G13785，这个过程是为品G10272G3698G1552的过程。G16853G14033G3827G8616竞争对G6175G7368好地G16311决市场中心问题，G16853G1427会取G5483成功。在G12661G10714G4466G17353中，G1166G1166G11354G11705，G8503G11842的企业G6124略是取G5483成功的G7693本前提。G9994G13792，如何来G2058G4462通向成功的市场营销G6124略G2614G731这G8503是本文的内G4493。本文G2499G1209G1363G5756和G5756的企业G14731G5483G11507G8503的竞争G1260G2195，G10990G14279市场G10432G2356地G1313G701在竞争G7097G17247G9620G9884的G7114G1207，这一G1231G2165的G18337要G5627G993G16340G13792G2959。关键词A139A140A90A91A88A89A141A142A88A89A143A144A145A92A90A91A92A93XXX网络教育毕业设计（论文）IIA135IIA137ABSTRACTBASEDONCURRENTMARKETOPPORTUNITIESANDSELECTION,MARKETINGSTRATEGY,ANDCONDUCTEDASERIESOFINQUIRY,PUTSFORWARDSOMEMEASURESFORIMPROVEMENTFACINGTHEWORLDECONOMICINTEGRATION,FORONETOEXPANDDOMESTICMARKETCOMPETITION,THECHINESEENTERPRISE,MARKETINGISANEXTREMELYATTRACTIVEMARKET,HOWTOEXPLOITTHEMARKETINCHINAISAMAJORPROBLEMINFRONTOFENTERPRISESBASEDONTHEANALYSISOFTHEEXISTINGMARKETSYSTEM,THISPAPEREXPOUNDSONTHEMARKETINGSTRATEGYINTHEANALYSISMARKETINGISANENTERPRISETOMEETTHENEEDSOFUSERSANDCONSUMERSORPROVIDEGOODSORSERVICESOFINTEGRATEDMARKETINGACTIVITIESINTHEFIERCECOMPETITIONANDHOMOGENEITYOFTHEINCREASINGLYSERIOUSINCHINAMARKETFORYEARS,MARKETINGMIXSTRATEGYPRODUCT,PRICE,PLACE,PROMOTION,HASLEDTHEENTERPRISEDECISIONTHINKINGPATH,BUTOFTENINUNDERSTANDING,ENTERPRISEINDIFFERENTINDUSTRIES,ACCORDINGTOITSOWNRESOURCES,MAINLYFROMAONESIDEDTOCONSIDERTHEFACTORSONTHEMARKETINGMARKETCOMPETITIONORIENTATIONTHEMARKETINGMIXOFGRAMMARPANDUANGOU“THEPRICE“BRANDS“GOODS“OPEN“SHOP“USEBY“PEOPLE“,“POTENTIAL“FROM“FLOW“TOCONSUMERCHANNELS,THISPROCESSISTHEPROCESSOFBRANDVALUEWHOCANBETTERTHANTHECOMPETITIONINTHEMARKET,WHOWILLCENTEROFSUCCESSINPRACTICE,BUTTHECORRECTSTRATEGYISTHEFUNDAMENTALPREMISEFORSUCCESSHOWEVER,HOWTOFORMULATEMARKETINGSTRATEGYOFSUCCESSTHISISTHECONTENTTHISCANMAKEYOUANDYOURENTERPRISETOOBTAINTRUECOMPETITIVEADVANTAGE,ANDEVENMARKETMONOPOLYPOSITIONINTHEINCREASINGLYFIERCECOMPETITION,THEIMPORTANCEOFTHISTASKISSELFEVIDENTKEYWORDSMARKETINGENTERPRISEDEVELOPMENTENTERPRISEMANAGEMENTCOUNTERMEASURESMARKETINGSTRATEGYXXX网络教育毕业设计（论文）A1471A148A1471A148第1章绪论随着经济的快速发展，居民收入、购买力水平和消费同步提高，表现为消费需求向高级阶段发展。人们的消费需求，消费观念发生着变化。从感情消费（量的满足、质的满足和感性满足。所谓感情消费是指消费者对商品的要求不满足于达到规定的质量标准，而是要求满足个人的需求与期望）逐渐转变为差别消费，世界市场营销中一个非常明显的趋势便是消费越来越从共性消费向个性消费转变。“定制”方式在早期市场上并不鲜见。生产者分别为不同的顾客制造他们所需要的产品。如裁缝师根据顾客的身高、体形、喜欢的式G7691分别对G5079G7021G17839G15904G2164G5049，G2375所谓的“量体裁G15927”。G19807G2292根据顾客G8611一G2494G14062的G4622G4556、G4497G5242G2462形G10378来G16786G16757G19807G7691G12573G12573。现G1207定制营销是指G1237G1006在G3835规G8181生产的G3534G11796上，G4570G8611一G1313顾客G18129G16282为一个G2345G10432的G13466分市场，根据个人的G10317定需求来G17839G15904市场营销G13464G2524，G1209满足G8611G1313顾客的G10317定需求。G4439是制造G1006、G1461G5699G1006G17817速发展所G5114来的G7044的营销G7438G1262。G3G7389G1135G1856G2508G16760为，制定G6124G11065的方G8873G4613是G19610中G1856G2508中G989到G3247G2529G7380G3921的人G2604，G4570他们G19157在G6163G4388G18336G16764G16782，G11464到G5483G1998G19394G20076的G12584G7708为G8502。G17837G4613是常G16840的“G4565G19393的G7246G3230G3254G8873”。G2490一G1135G1856G2508G2029G1571G10245于G4570G1866G1852G18108G5515高望G18337的G12661G10714人G2604G19610中于G1262G16770中G5527（G6122G8680G1517G4464人的G2164G2214G8616G9035G4579G4719上）G1209G16764G16782G7422来的G16757G2022G252G252G2375“G18003G5332G11017G16817、G18003G5332一G2011”的方G8873。G17837G1016G12193方G8873G18129G4625G2499G14033G3332G18003G5332G7097常的G6124G7427G17885G6333，试图G5483到长期的G6124G11065思考。显然，G17837G1016G12193方G8873G18129是不正确的。一个G3921的G1237G1006营销策G11065应当是一个G1852面的，从构思到实施。G3XXX网络教育毕业设计（论文）A1492A150A1492A150G3第2章分析市场机会目前我国主要商品已G1852G18108转化为供求平衡和供过于求，G1852国实现了由卖方市场向买方市场的转变，已经G17839了相对过剩的经济时G1207。过剩经济意味着商品的丰富，消费者对商品要求更高。定制营销G14033使G1237G1006销售产品时变被动为主动，更G3921G3332迎G2524消费者。把握市场G7438G1262方G14033百G6124百胜。21什么是市场机会市场G7438G1262，指的G4613是市场上存在的尚G7422满足G6122尚G7422完G1852满足的显性G6122隐性的需求。在竞争激烈的买方市场，G7389利G2499图的营销G7438G1262并不多。G1237G1006必须对市场结构、消费者、竞争者G15904为G17839G15904调查研究，识别、评价和G17885G6333市场G7438G1262。G3G3G1237G1006应该善于通过发现消费者现实的和潜在的需求，寻找各G12193“环境G7438G1262”，G2375市场G7438G1262。而且应当通过对各G12193“环境G7438G1262”的评估，确定本G1237G1006G7380适当的“G1237G1006G7438G1262”的G14033力。G3对G1237G1006市场G7438G1262的分析、评估，首先是通过G7389关营销G18108门对市场结构的分析、消费者G15904为的G16760识和对市场营销环境的研究。还需要对G1237G1006自身G14033力、市场竞争G3332G1313、G1237G1006优势与弱点G12573G17839G15904G1852面、客观的评价。还要检查市场G7438G1262与G1237G1006的宗旨、目标与任务的一致性。G3G3XXX网络教育毕业设计（论文）A1493A150A1493A15022、市场机会的特征多年来，市场G7438G1262G18129必须要G7389营销G13464G2524策G11065的前提产品、价格、渠道、促销，一G11464引领着G1237G1006决策的思考路径，但往往在G10714解上，G1237G1006G1262在不同产G1006环境G18336，根据自身的资源G14033力，容易主要从某个G2345方面的因素来考虑营销上的市场竞争力取向。G3G3通过长期的市场营销实G6124，把营销G13464G2524G10714解为“货”、“价”、“店”、“势”、“人”和“流”G12573六G3835营销关键因素，G4439们彼此相联，互动融G2524，让G6984个营销G13007G13491G8975G17303G17227来。所G1209，市场G7438G1262G12175G5332不G5332G17837六个G4395。G3G3G3货，G4613是商品，在生意往来中，货G17837个G4395在G7097常G1144流与商G1006发展中使G11004G20069G10587G17751高，我们经常G16840，“G2750G18336G7389货”，“G1563货”，“G17226货”，“上货”，“G15929货”，“G13582货”，G12573G12573。我们G16840“货如G17730转”，货是营销的G5332G3999，货源的把关，货品G21796G1852，关G13007到G1866G4439营销因素的G7389G6940展G5332。G3G3G3价，G4613是价格与价G1552，G4439不G1177体现了G10301G7389所G1552，价G5277G10301G13666的性价G8616，而且体现了货的品G10272G19480G2164G1552。G5706性的价格G6124是G8821G7389G1998G5699的，品G10272G17757G10016的标G5547G4613是商品的G19480G2164G1552G2375价G1552的实现。G3G3G3企业，如G1182是G1237G1006致胜的时G1207，G16853的G1237G1006品G10272G7389实力G4613G7389了G7380G3534本的G1457G16789，市场G1233G20081G17837G3371G15519G12969G4613是通过各式各G7691的店G19150来G2011G2118的，因为市场G1233G20081不G1262G17220到G1332的G14062G991，而是通过店G19150来方便顾客实现G1144易的，店G4613是各式各G7691的G13468G12483G1006G5589，G2265G6336G6221发店、百货和G17241市的店中店G11G2393G12、G999卖店、G13605店、G3835店和卖场G12573，G11464营的G6122G1207G10714的，店G19150是G11464G6521与消费者对G6521的G3332方，G1075是为品G10272G12227G13059G2487XXX网络教育毕业设计（论文）A1494A150A1494A150G11877的G3332方，G1006G13501G3921的店G19150更是G1237G1006利G9082G12227G13059的G3332方，形G16949店还是不G19181的G12447体G12366G19400G5203G2590，并不G8616G1866G4439G4198体G1328G11004的G18334G6930G17886G14406多G4581。G3G3G3势，G4613是势G3848，G17837往往是通过G5203G2590G4471G1268、促销G6524G5203G12573方式来造势实现，方便消费者G16760G11705购买，G5326G12447与G7446G10272不同的品G10272G2318G19560，本质上G1075是一G12193G7393务G15904为。势往往表现在店的环境上，G17837G2460分为G1881G3818环境。店务G17731G11840G1226的G5332发G4613是分析了G2451市商G3292的G1881G3818环境来实现的。G3G3G3人，G17837是互动的因素，G2499G1209是G1237G1006人，G1075G2499G1209通路G6116G2604，G1075G2499G1209是消费者，G12573G12573，G8821G7389人，G1866G4439的G1008G16211G18129是G8527的，G19757G8502的，人是上G17860六G4395营销G13464G2524中的G7380G7393务的因素。G3G3流，G4613是商品流、G1461G5699流、现G18341流、人G6177流G12573，流G4613是G17767入与G17767G1998，关G13007到各个方面的G17828转G19394G20076，是营销G13007G13491的生G2641G14045G13488，此“流”G7555G12481，G1237G1006G18129G7092G8873G1582G3835G1582G5390的。G3G3G3G6984个营销G13464G2524的G16833G8873G2040G7041G2489为品G10272商G1998“价”把“货”通过“G1237G1006”利G11004“人”、“势”G12573从渠道“流”向消费者，G17837个过G12255是为品G10272G3698G1552的过G12255。如G7536G14033把上G17860六G3835要领融G1262G17155通G17227来，G4439G4613是市场G7438G1262。G323、市场营销战略的条件经营G10714念、方G19036、G1237G1006G6124G11065、市场营销目标G12573是G1237G1006制定市场营销G6124G11065的前提条G1226，是必须适应G6122G7393从的。一般是既定的，像市场营销目标G1075许尚G7422定G3921，但在市场营销G6124G11065的制定过G12255中首先要确定的G4613是市场营销目标。确定目标时必须考虑与G6984体G6124G11065的联G13007，使目标与G1237G1006的目的G1209G2462G1237G1006G10714念中所明确的、对市场和顾客的姿G5589相适应。G3G3G3G3市场营销目标应G2265G6336量的目标，如销售量、利G9082G20081、市场占G7389G10587G12573；XXX网络教育毕业设计（论文）A1515A153A1515A153质的目标如提高G1237G1006形G16949、G11705G2529G5242、获G5483顾客G12573；G1866他目标，如市场G5332拓，G7044产品的G5332发、销售，现G7389产品的促销G12573。G3第3章选择目标市场对市场G7438G1262G17839G15904评估后，对G1237G1006要G17839入的G2750个市场G6122者某个市场的G2750个G18108分，要研究和G17885G6333G1237G1006目标市场。目标市场的G17885G6333是G1237G1006营销G6124G11065性的策G11065，是市场营销研究的G18337要G1881容。G1237G1006首先应该对G17839入的市场G17839G15904G13466分，分析G8611个G13466分市场的G10317点、需求趋势和竞争G10378况，并根据本G1856G2508优势，G17885G6333自己的目标市场。G321评价各细分市场G111G12、市场细分是企业战略营销的起点，G1866是对拟G17839入G6122希望通过评估来决策是否G17839入的G2345一体市场，从消费者G6122客户的需求为G1998发点，对影响购买决策的G3818在G15904为和G1881在考虑因素G17839G15904一G13007列的市场调研和G16782G16789，G17828G11004数G10714G13491G16757、实验G12573方G8873G4570G2345一的市场按照不同的标准和G10317性（从表G16949的二维变量到层级性的多维变量）G2022分G6116多个具G7389某一G6122几G12193相似G10317质性的G4388市场（各G4388市场之G19400G7389时G1262G7389G1144叉）。G3G1237G1006G2029根据自身的资源和G3818G18108竞争情况从中G17885G6333自己具G7389G8616G17751优势G6122G16760G3为更具G7389投资价G1552的G4388市场G1328为G1237G1006的目标市场。G1237G1006的一G2011营销G6124G11065，G18129必需从市场G13466分G1998发。G8821G7389市场G13466分，G1237G1006在经营时G4613如同“瞎子摸象、大海捞针”，根本G7092G8873G19157定自己的目标市场，G1237G1006G1075G4613G7092G8873在市场竞争中找到自己的定G1313。如G7536G8821G7389明确的市场定G1313，G1237G1006G1075G4613G7092G8873规G2022和塑造差异化的XXX网络教育毕业设计（论文）A1516A153A1516A153品G10272形G16949并赋予品G10272G10432G10317的核G5527价G1552；当然G4613更G7092G8873G19036对性G3332去G16786G16757G10432G10317的产品去满足市场了。G2494G7389G17839G15904市场G13466分，G6177G7389营销G6124G11065的差异化。因此，市场G13466分是G1237G1006G6124G11065营销的G18337要G13464G6116G18108分和平台。G3G3G3G3G11例G12在碳酸饮G7021横G15904的90年G1207初期，汇源G1856G2508G4613G5332G3999G999注于各G12193G7536蔬汁饮G7021市场的G5332发。虽然当时国G1881已经G7389一G1135G4579型G1237G1006G5332G3999零星生产和销售G7536汁饮G7021，但G3835G18108分由于G17227点低、规G8181G4579而难G7389G17227G14406；而汇源是国G1881第一家G3835规G8181G17839入G7536汁饮G7021G15904G1006的G1237G1006，G1866先G17839的生产G16786备和G5049艺是G1866他G4579G1328坊式的G7536汁饮G7021厂所G7092G8873G8616拟的。“汇源”G7536汁充分满足了人们当时对于营养健康的需求，凭借G1866100纯G7536汁G999G1006化的“G3835品G10272”G6124G11065和令人眼花缭乱的“G7044产品”G5332发速G5242，在短短几年时G19400G4613G17303升为中国饮G7021G5049G1006十G5390G1237G1006，G1866销售收入、市场占G7389G10587、利G9082G10587G12573均在同G15904G1006中G2529列前茅，从而G6116为G7536汁饮G7021市场当之G7092愧的引领者。G1866产品线G1075先后从鲜桃汁、鲜橙汁、猕猴桃汁、苹G7536汁扩展到野酸枣汁、野山楂汁、G7536肉型鲜桃汁、葡萄汁、木瓜汁、蓝莓汁、酸梅汤G12573，并G6524G1998了多G12193形式的G2265装。应该G16840G17837G12193对G7536汁饮G7021G15904G1006G17839G15904G5203G5242市场G13466分的G1582G8873是汇源G1856G2508G14033G5483G1209在G7536汁饮G7021市场竞争初期取G5483领导G3332G1313的关键G6116功要素。G3G3G3G3但当1999年G13491一G19610G3254涉足橙汁产品后一G2011G4613发生了变化，在2001年G13491一G1177“鲜橙多”一项产品销售收入G4613近10亿，在第G3247季G5242，G1866销量已G17241过“汇源”。巨G3835的潜力和G13491一“鲜橙多”的G6116功先例吸引了众多国际和国G1881饮G7021G1237G1006的G2164入，G2499G2487G2499乐、百事G2499乐、康师傅、娃哈哈、农户山泉、健力宝G12573纷纷G7444入G7536汁饮G7021市场，一时G19400G13688G19608并G17227、G11825G9907G5369G9471。根据中G2338G1852国商G1006G1461G5699中G55272002年第一季G5242的G7380G7044G13491G16757显G12046，“汇源”的销量同G7691G6502在鲜橙多之XXX网络教育毕业设计（论文）A1517A153A1517A153后，G19512了G16211G2283G2318G3818，G2338G1008、G2338G2347、G2338中G12573六G3835G2318G18129被鲜橙多和康师傅的“G8611G7097G38”G6262G5483领先G3332G1313，G2499G2487G2499乐的“G18251G1811”G1075表现优异，显然“汇源”的G3800境已是G3835G3835不利。G4625G12661汇源G1856G2508把G17837G12193G3845利G5414G2658于G2499G14033是因为“G51G40G55G2265装线的G13582G3845”和“G5203G2590投入的不足”G12573G2419因造G6116，但在随后花费巨资引入数条G51G40G55生产线并在G5203G2590方面投入G18337G18341G2164G1209市场G2465G1999后，G1866市场G1233G20081G1185在G991G9381。显然，G19394G20076的G11163结并非如此G12628G2345。G3G3G3G3在市场的导入初期，由于客户的需求G17751为G12628G2345G11464G6521，市场G13466分一般是G3272G13481着市场的G3332G10714分G5079、人G2487G2462经济因素G3G11如年G21848，性别，家G5249收入G12573G12G12573G5203G5242G14551G3272展G5332的，与G15904G1006分G12879方G8873G7389点相似（注G15904G1006G13466分一般G2494是把G1006已存在（G2750G5609G5468G4579）G6122潜在的市场G11004容易G2318分G6122识别的标准（如年G21848、性别、性G14033、G2419G7021、产G3332G12573G2345一要素，G7380多为二维变量）来G2022分G6116更G4579的G4388G15904G1006，G1209便于G13491G16757、分析和G5414G13447G1866G10317性。各G13466分的G4388G15904G1006由于G7389易于识别的G7389形标准，相互G19400往往不G1144叉，且G17837G12193分G12879标准一经确定后往往多年不变。G1866一般应G11004在G6931G5232、G15904G1006G2339G1262G2462G12050G1262研究G7438构G12573，主要目的是为了从G15904G1006G6984个产G1006G19154的G16294G5242G2164G1209引导和规G14551使G1866健康发展。）。G1866G10317G5461表现在目标G13466分市场的形G16949化。G1075G4613是G16840，通过市场的G5203G5242G13466分，G1866目标G13466分市场G2499G1209G11464G6521形G16949G3332G6563G1901G1998来。G8616如G16840，当G1237G1006把市场分G2118为中G13781年人，G19750年人G1209G2462G1811G12473G12573几个目标G13466分市场时，人们G18129G14033形G16949G3332G11705道G17837G1135G13466分市场的G3534本G10317G5461。由于G17837G12193“分G12879”方G8873G12628G2345、易于G6817G1328、费G11004低，G3835G18108分G1237G1006G18129G2499G6496握且G1075乐于G18331G11004。但G2494G7389在市场G2563动和G6116长期的G5700当时G7438G10587先G17839G15904G5203G5242市场G13466分的G1237G1006G6177G7389G7438G1262占G7389更G3835的市场G1233G20081。G17837时G1517品G10272竞争往往表现G5483不G3827明显，竞争一般G1262表现在产品、质量、价格、渠道G12573方面，G7389人G12228之为产品竞争时G1207，汇源G7536汁G4613是在XXX网络教育毕业设计（论文）A1518A153A1518A153此期G19400G14085G20074而G1998的一个G999G1006品G10272，并G6116为数年来G7536汁G1006的领G17317者。G3G3G3G3但当客户的需求多G1815化和G3809G7446化，G10317别是情感性因素在购买中越来越具G7389影响力的时G1517，此