本文以海南省作为区域背景,以海南维多果汁有限责任公司作为案例,对其发展
现状和营销策略进行了研究与规划。首先进行外部环境分析,运用PEST模型重点从政
治法律、经济、技术、社会文化四个方面进行阐述,接下来运用波特五力模型进行行
业环境分析,通过对比现有竞争者、潜在进入者、购买者、供应者和替代品的情况,
说明了维多果汁在行业中所处的位置。其次进行企业内部环境分析,梳理了维多果汁
的公司资源、能力与核心竞争力,结合SWOT工具进行分析,研究了企业发展组合策略。
最后,在以上分析研究的基础上,结合海南维多果汁有限责任公司自身实际,以4Ps
营销策略理论为基础,从产品、价格、渠道和促销四个方面的策略进行了研究规划。
本文的研究结果对维多果汁的营销策略选择与优化有直接的指导作用,研究思路与
方法对鲜榨果汁行业营销策略研究也具有有一定的参考意义。
关键词:鲜榨果汁;维多果汁;营销策略
Abstract
Fresh fruit juice industry as an emerging market segments, and catering, retail, tourism
and leisure industry is closely related to. It is in the beverage industry in the proportion is not
high but the great room for development, its market scale is not big but very sensitive, inside
and outside environment more. Fresh fruit juice enterprise marketing strategy for its survival
and development has a crucial role in.
This paper takes Hainan Province as regional background,takes Hainan Vito juice
limited liability company as a case, research on the development present situation and
marketing strategy. Firstly, the analysis of external environment, using the PEST model
focus from politics, law, economy, social culture and technology is discussed from four
aspects, the Potter five forces model of industry environment analysis, by comparing the
existing competitors, potential entrants, buyers, suppliers and the situation of substitutes, the
Vito juice in the industry the location of. Secondly, internal environment analysis, combing
the Vito juice company resource, capability and core competitiveness, combined with SWOT
tool for analysis, studied the enterprise development strategy. Finally, in the above analysis
on the basis of the research,combined with Hainan new fruit juice limited liability company
oneself is actual,to the 4Ps marketing strategy theory as a foundation, from product, pricing,
marketing channels and four aspects of the strategy of planning.
In this paper, research thinking and method on the fresh fruit juice enterprise marketing
strategy research has some reference significance, research findings on Vito juice marketing
strategy selection and optimization of direct guidance, for fresh fruit juice beverage industry
also has a certain reference value.
key words: Fresh juice; Vito juice; Marketing strategy
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