本科学年论文（设计）论文题目： 健力宝集团营销策略分析学生： ______ 学 号： 0802140325____ 专 业： 市场营销 _ 班 级： 营销 0803 _ 指导老师： _ ______ 完成日期： 2024 年 8 月 30 日健力宝集团营销策略分析摘 要随着二十一世纪的来临和中国加入 WTO 的进程加快，市场竞争日益激烈，市场营销因其重要性和可操作性而日益受到企业家个管理学家的关注。健力宝曾被誉为“中国魔水”，是中国最具知名度的饮料品牌。然而，几经变革后一度淡出公众视野，现在品牌仍艰难进展。本文从市场营销的基本原理和方法入手，以健力宝集团现存的营销问题，如分销、产品、渠道等问题，继而提出适当定位、重塑形象；是定科学渠道策略等解决办法，理论与实际相结合，力求为健力宝的长期健康进展寻求一条可行之路。关键词：品牌 市场竞争 碳酸饮料 The Jianlibao group marketing strategy analysisAbstractWith the advent of twenty-first century andChina's accession to the WTO process is accelerated, the market competition is becoming increasingly fierce, strategic management because of its feasibility and effectiveness, and increasingly entrepreneur management experts attention. Jianlibao was hailed as a" Chinese magic water", is China's most famous beverage brands. However, after several changes after once faded from public view, now brand still hard development. This article from the strategic management of the basic principles and methods, with the actual situation of Jianlibao group as the example, the combination of theory and practice, and strive for the Jianlibao 's long-term healthy development to seek a feasible road.\Key words:brand competition in the market of carbonic acid beverage目 录 序言........................................................................................1一、健力宝集团营销现状................................................1（一）中国饮料工业的概况.............................................1（二）健力宝集团进展现状..............................................
