STP战略在王老吉公司的应用研究

文档编号:YX050 文档字数:11699,页数:17 ,附任务书,开题报告,指导记录表

摘 要
 当前我国饮料市场竞争异常激烈，号称是一场没有硝烟的战争。除了各种各样的纯净水大打概念牌以外，以碳酸饮料为代表的可口可乐、百事可乐，以茶饮料为代表的康师傅，以果汁饮料为代表的统一鲜橙多，农夫果园混合果汁以及儿童们喜欢的“酷儿”，娃哈哈 AD 钙奶都占有稳定的市场分额。而2006年的饮料货架上，却异军突起了一个 “王老吉”凉茶，并在全国呈现出一片火热的销售场面。联系2002年以前王老吉在全国不温不火的销售表现，不禁让人反思：一个地域性很强的产品，默默无闻的销售了7年，却在1年的时间内，迅速成长为一个全国性的强势饮料品牌。是什么原因使王老吉能够如此迅速地红遍大江南北呢？
当我们进一步追溯其中原因时，发现导致王老吉成功的原因之一是王老吉公司的STP战略分析。本文运用STP战略的理论知识，对王老吉公司的STP战略从市场细分、选择目标市场和市场定位三个方面进行了详细深入的探讨。在此基础上，结合我国饮料行业的发展现状，对我国饮料业的发展提出了几点建议。
 
关键词：市场细分，目标市场，市场定位，建议

Abstract
The current our country drink market competition is exceptionally intense, is known as does not have the gunsmoke war. Plays the concept card besides various pure Shui Da, take the carbonic acid drink as representative's Coca-Cola, Pepsi Cola, take the tea drink as Representative's Kang Shifu, are many take the fruit punch as representative's unification fresh orange, the farmer orchard mix fruit juice as well as the children like “cool”, the Wahaha AD calcium milk holds the stable market to divide the volume. But on 2006 drink shelf, has actually been sudden appearance “Wang Laoji” the cold tea, and presents a piece of fiery sales scene in the nation. Before relating 2002, Wang Laoji in the national not warm fire's sales performance, was not unable to restrain to let the human reconsider: A regional very strong product, remains obscure the sales 7 years, actually in 1 year, the rapid growth were nationwide strong trend drink brands. Is what reason enables Wang Laoji so rapidly the red great river north and south?when we further trace time reason, discovered that causes one of Wang Laoji successful reasons is Wang Laoji company's STP strategic analysis. This article utilizes the STP strategy the theoretical knowledge, strategy subdivided, the choice target market and the market to Wang Laoji company's STP from the market locates three aspects to carry on the detailed thorough discussion. Based on this, unifies our country drink profession the development present situation, put forward several proposals to our country beverage industry's development.

Key word: The market subdivides, target market, market localization, suggestion

目 录
摘 要 I
Abstract II
前言 1
一、STP战略理论综述 2
（一）市场细分 2
（二）目标市场选择 3
（三）市场定位 4
二、王老吉公司STP战略的应用分析 5
（一）王老吉公司的市场细分 5
（二）王老吉公司的目标市场选择 5
（三）王老吉公司的市场定位 7
三、对我国饮料行业的发展启示 9
（一）我国饮料行业的发展现状 9
（二）对于我国饮料行业的几点建议 10
四、结束语 11
致 谢 12
参考文献 13

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