大学学位论文---康师傅品牌文化战略分析.doc

无锡科技职业学院毕业设计(论文) 康师傅品牌文化战略分析 1 提供全套,各专业毕业设计毕业设计(论文)报告题目:康师傅品牌文化战略分析系别文化创意学院专业文化市场经营与管理班级1102 学生姓名学号100112561 指导老师无锡科技职业学院毕业设计(论文) 康师傅品牌文化战略分析 22014 年4月无锡科技职业学院毕业设计(论文) 康师傅品牌文化战略分析 3 康师傅品牌文化战略分析摘要: 康师傅是中国方便面市场的代表,1992 年开始生产方便面,这近三十年的时间里取得了举世瞩目的骄人成绩,在方便面市场中逐步发展壮大。本论文从“目标营销”、“定位”和“策略”三个层面,对康师傅方便面业务的营销策略进行系统总结、分析,认为康师傅方便面之所以取得国内方便面行业领导品牌的地位, 首先得力于其坚持目标营销的经营理念,在有效细分市场基础上确立合适的目标市场,进而将品牌的特性与目标消费者的目标相结合,对每一款产品进行准确的品牌定位。在其指导下,制定并实施有效的策略手段,坚持“尊重、参加、生活、健康”的产品研发方针,适时推出针对目标消费者的、高品质的产品;借助强势媒体,运用以广告为主的整合营销传播策略,使产品迅速在消费者心中占据独特的位置;最重要的是,康师傅方便面实行“渠道精耕”策略,在核心城区进行业务精耕,压缩渠道层级,减少销售环节,缩短销售周期,直接渗透到渠道中间, 并与经销商结成战略联盟,共同面对竞争,再辅以 CRM 的建设和新渠道的建设, 取得更大的成功。从而取得终端致胜的营销目标。关键词:康师傅方便面品牌文化营销策略无锡科技职业学院毕业设计(论文) 康师傅品牌文化战略分析 4 Master kong brand culture strategy analysis Abstract : This paper from the "target marketing", "localization" and "strategy" three levels, systemic summarized about master kong drinks business marketing strategy, analysis, why think master kong instant noodles made domestic instant noodles industry leading brand position, first of all, thanks to its persisting on the management idea of target marketing, on the basis of effective market segment to establish the right target market, and the characteristics of the brand and target consumers, bination of accurate brand positioning on every product. Under its guidance, formulation and implementation of effective means of strategy, adhere to the "respect, to participate in, the life and health" of the product research and development policy, properly with target consumers, the high quality of products; business precision farming in the central urban area, compression channel level, reduce the sales link, shorten the sales cycle, direct ration between channels, and form strategic alliances with dealers, common in the face petition, along with the construction of CRM and the construction of new channels, more essful. To achieve the marketing goals of terminal wins. Keywords: master kong instant noodles brand culture marketing strategy 无锡科技职