Show simple item record

dc.contributor.advisor赵蓓
dc.contributor.author黄宗进
dc.date.accessioned2016-02-23T01:06:09Z
dc.date.available2016-02-23T01:06:09Z
dc.date.issued2015-07-08 16:50:15.0
dc.identifier.urihttps://dspace.xmu.edu.cn/handle/2288/95931
dc.description.abstract我国饮料市场增长速度较快,受非碳酸饮料的竞争影响,碳酸饮料增长速度下降;同时,我国饮料市场竞争激烈,消费者的消费观念日趋“健康”,可口可乐在中国的领先优势进一步缩小。在新形势下,可口可乐公司的营销策略需要作出积极调整。因此,本文以可口可乐厦门装瓶厂为例,分析公司现有营销策略及其不足,探究如何制定出更加有效的营销策略,以确保公司在未来竞争中继续保持领先优势。 本文综合运用文献研究法、案例研究法和问卷调查法展开研究。首先,本文梳理了在MBA学习过程中所学的市场营销、战略管理等相关理论,奠定了本文研究的理论依据;其次,本文运用案例研究法,以可口可乐厦门装瓶厂为研究对象,剖析其营销策略的优势和不足;...
dc.description.abstractChinese beverage market is increasing rapidly, affected by competition for non-carbonated drinks, the growth rate of carbonated drinks drops. At the same time, while China's beverage market competition is intense and the concept of Chinese consumers is "healthy", the competition advantage of Coca-Cola in China is becoming narrow. In the new situation, the Coca-Cola Corporation needs to actively ad...
dc.language.isozh_CN
dc.relation.urihttps://catalog.xmu.edu.cn/opac/openlink.php?strText=46281&doctype=ALL&strSearchType=callno
dc.source.urihttps://etd.xmu.edu.cn/detail.asp?serial=49686
dc.subject可口可乐
dc.subject营销策略
dc.subject市场调研
dc.subject厦门装瓶厂
dc.subjectCoca-Cola
dc.subjectMarketing Strategy
dc.subjectMarketing Research
dc.subjectXiamen Plant
dc.title可口可乐厦门装瓶厂营销策略研究
dc.title.alternativeMarketing Strategy Study of Xiamen Coca-Cola Bottling Plant
dc.typethesis
dc.date.replied2015-05-16
dc.description.note学位:工商管理硕士
dc.description.note院系专业:管理学院_工商管理硕士(MBA)
dc.description.note学号:X2007155051


Files in this item

Thumbnail

This item appears in the following Collection(s)

Show simple item record