目前,在中国饮料领域中,乐百氏、康师傅、统一、养生堂(农夫山泉/果园)、可口可乐、百事可乐……中外品牌都尽显其能、欲争天下。其中杭州娃哈哈集团则以其优越的战绩几年来在中国饮料界一直独占鳌头。纵观十几年的发展,娃哈哈的市场营销理论和有效的市场营销实践活动在其成功的历程上起了关键性的作用。我们可以从以下几个方面分析娃哈哈的市场营销理念和实践。 At present, in the field of Chinese beverage, Robust, Master Kong, Unification, Yangshengtang (Nongfu Spring / Orchard), Coca-Cola, Pepsi ... Chinese and foreign brands are doing their best to compete for the world. Which Hangzhou Wahaha Group with its superior record in the past few years in the Chinese beverage industry has been the champion. Throughout the development of more than a decade, Wahaha’s marketing theory and effective marketing practices have played a key role in its success. We can analyze from the following aspects of Wahaha marketing ideas and practices.