统一鲜橙多的营销策略分析摘 要随着社会经济的迅猛进展，大众生活水平的不断提高，以食品饮料、洗护用品为代表的快速消费品迅速进入千家万户。果汁饮料作为快速消费品中一个分支，进展非常迅速，市场容量不断扩大。2001 年，台湾统一企业推出其果汁产品统一“鲜橙多”，以“多 C 多美丽”为品牌主张, 在消费者心中塑造出健康、活力、美丽的独特形象。统一“鲜橙多”采纳 PET 包装，在大陆饮料市场掀起一股风潮，引得竞争者纷纷效尤，统一“鲜橙多”由此登上了中国果汁饮料市场的领导地位，果汁市场占有率为 20％，深受消费者喜爱。本论文以台湾统一企业及其统一“鲜橙多”为案例，运用现代营销管理理论 4P 理论和 SWOT 分析方法，分别对其市场组合产品策略、价格策略、渠道策略、促销策略进行分析，并通过对其主要竞争对手市场营销组合进行分析，最终找出统一企业存在的问题，指出统一企业的对策。本文可为从事果汁饮料生产、营销的企业提供可供借鉴的一般性规律，为我国企业进行和拓展该行业提供实际和理论上的指导。 关键字：果汁市场 市场营销组合 营销策略THE ANALYSIS OF THE UNI-PRESEDENT FLESH ORANGE JUICE MARKETING STRATEGYABSTRACTWith the rapid development of social economy and population's living standard continuously raises ， with provisions beverage ， wash to protect supplies for the representative's rapid consumer goods quickly enter family.Fruit drinks is a branch of the rapid consumer goods, deveolp very quickly, capacity in the market continuously expands.In 2001, Taiwanese Uni-President Enterprise Corp releases its juice product"The uni—presedent flesh orange juice" ． They advocate healthy vitality and pretty unique form ． The UNI—PRESIDENT adopt PETpackage and became mainstream. So the competitor to follow the example of it. Therefore，the uni—presedent fresh orange juice is a leader in Chinese drink market,which occupy 20percent,win customers over . This paper with Taiwanese Uni-President Enterprise Corp " The uni—presedent flesh orange juice" is a case to make use of a m...
