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摘要：2014年下滑成为饮料行业的“主旋律”，当然不乏一些单品横空出世成为爆款，厂家，经销商赚的盆满钵满。其中椰子汁就如狂风一般占领大瓶装饮料市场，给其他品牌带来巨大冲击。但是，几家饮料巨头却是增长乏力，收入衰退。自然统一也不例外，3月17日，统一发布2014财年成绩单显示，收入224.88亿元，同比下滑68.8%，根据尼尔森数据，统一茶饮料的销售额为55.26亿元,2013年同期为61.43亿元，销售额负增长3.6%；果汁市场销售额较往年衰退1.6%，销售量衰退4.7%；奶茶增速放缓，较2013年仅增1.1%。尽管如此，统一徐州销售公司在徐州市场却大展身手，从最初苏沪区9个省公司中的倒数，实现15年第一季度销售业绩第二的逆转。正是统一新产品的出现，加上徐州销售公司的迅速行动，使得市场营销策略更快的得到实践，给原本收益甚微的徐州销售公司带来了转机。35748
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毕业论文关键词 统一饮料 市场营销策略 4P战略
Xuzhou consumer goods market marketing strategy research--------To unify the beverages as an example
Abstract:2014 downturn has become the beverage industry, "the main melody", of course, there is no lack of some single product D-Will become critical of the paragraph, manufacturers and dealers earn pots of alms bowl full. The coconut juice as the general occupation of bottledbeverage market, brought huge impact to other brands. However, a few drinks giant issluggish growth, income decline. Unity of nature is no exception, March 17, unified release of fiscal 2014 transcript shows, income 224.88_yi billion yuan, glide compared to the same period 68.8%, according to Nielsen data, unified tea beverage sales for 55.26 billion yuan, over the same period in 2013 to 61.43 million yuan, negative growth in sales of 3.6%; fruit juice market sales compared with the previous year decline of 1.6%, declining sales of 4.7%; tea slowdown, compared to 2013 increased only 1.1%. Nevertheless, unified sales company in Xuzhou in Xuzhou market but to show its mettle, from initial Suhu District 9 provinces of reciprocal, 15 years in the first quarter sales second reversal. It is unity of new products, and Xuzhou sales company's quick action, making marketing strategy faster, and get the practice, brings Xuzhou sales company originally little income of a turning point.
Key words: Unified beverage, Marketing strategy , 4P strategy
目录
一、 引言 1
二、基本概念及相关理论综述 1
三、 统一饮料4P策略分析 2
（一) 产品策略 2
（二) 价格策略 4
（三) 促销策略 5
（四) 分销策略 10
四、统一饮料营销策略的问题分析 11
（一）费用发放不够及时 11
（二）资产与业务员牵扯 12
（三）疏于农村市场的开拓 12
五、统一饮料营销策略改进建议 12
（一）及时发放费用 12
（二）公司业务员不牵扯资产 13
（三）均衡发展营销渠道 13
751、结束语 13
参考文献 14
一、引言
自从改革开放以来，商品经济迅速发展，随着科技的进步，生产效率的提高，供求关系也发生从卖方向买方的转变，对于徐州的饮料市场来说，可口可乐和康师傅分别是碳酸饮料和茶饮料的行业老大，市场占有率远高于其他品牌。但是饮料行业的行业壁垒较低，模仿之风盛行，市场竞争异常激烈。企业要想存活下来，系统而完善的市场营销策略在市场竞争中就显得非常重要。