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承德露露作为全国最大的杏仁露生产企业,是国内植物蛋白饮料领域的第一品牌,产品品质一流。在杏仁露细分市场中承德露露优势巨大,但在整个饮料市场中的产量和市场份额却很小,这说明其尚有巨大的发展潜力和市场空间,且其诸多优势与销售提升缓慢出现了巨大反差。基于此,本文对承德露露市场营销战略的创新进行了探究和分析,分析了承德露露股份有限公司的发展概况及其市场地位,又结合SWOT模型分析承德露露的营销环境,提出了承德露露营销模式的创新,以期为承德露露市场营销战略提供有益的借鉴和参考。
Chengde Lulu, as the largest almond dew production enterprise in the country, is the first brand in the field of domestic vegetable protein drinks, and its product quality is first class. Chengde Lulu has a huge advantage in the almond dew market segment, but its output and market share in the entire beverage market are small, which shows that it still has huge potential for development and market space, and its many advantages and slow sales growth appear A great contrast. Based on this, this paper explores and analyzes the innovation of Chengde Lulu’s marketing strategy, analyzes the development and market status of Chengde Lulu Co., Ltd., and analyzes Chengde Lulu’s marketing environment with the SWOT model, and proposes Chengde. Lulu marketing model innovation, with a view to provide a useful reference for Chengde Lulu marketing strategy.