娃哈哈的市场营销战略与规划外文翻译.docx
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娃哈哈的市场营销战略与规划外文翻译.docx
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娃哈哈的市场营销战略与规划外文翻译
外文翻译
原文:
MarketingStrategyandPlanningofWahaha
Abstract:
ThispaperintroducedthedevelopmentofWahahainChina.explainedtipssixmarketingstrategies.ThisthesismakesthemarketstrategiesofWahahaCompanybytheanalysisofinternalandexternalenvironment.ThenitgoesdeepintothestrategiesandsituationanalysisofWahahaLtddevelopingNCBbusiness,includingthesituationanalysisofinternalandexternalenterprisesaswellasSWOT.Makingspecialproductstrategy;Makingdifferentpricestrategytodifferentcustomerandconsumer,Makingtheplacestrategymainlyinlargecity;Makingcolorfulpromotion.Thenbysettingupeffectivemarketstrategy,WahahawillbesuccessfullylaunchedinDalian.Andthisthesisalsocanbeprovidedasareferenceforothernewproductlaunch.Thispaperdoessomeresearchesandanalysisonmarketingstrategies,withitsobjectonNCB(NonCarbonicacidBeverage,suchasJuice,Tea,Water)businessofWahahaCompanyinChina.InthispaperitanalysestheexistingtradestatusofthebeveragebusinessinChina,introducesthemarketingscale,themainenterprisesandthedevelopmenttrendofthemarket.
Keywords:
WahahaCompanyMarketingStrategyPlanning
1.IntroductionofWahaha
Afterenteringthe21thcentury,thecompetitionpatternofbeveragebusinessinChinamarkethasbeenformedwithmoreandmoresuppliers,thuskeencompetitionhasbeenspreadamongthebeveragemarket.Besidespolicyincentives,thedevelopmentofdomesticmarketofsoftdrinkneedslegalprotection.Alegalframeworkthatincludesacopyrightlaw,computersoftwareandInternetlaws,andintellectualpropertylawshasbeenformedinChina.
UnderpresentmarketconditionsinChina,ithasbecomethemostimportanttaskforenterprisestofindoutanadaptivemethodtopromoteandselltheirproductsasmanyandasfastastheycan.Thus,thechoiceofamarketingpatternbecomesastrategicchoice.
In1987,Wahahaspunoffitschildren-foodmanufacturingsectorandrenamedasWahahaCorp.Lt...Basedontheabundantsoft-drinkvariety,WahahabecomesthelargestdairyproductproviderinChinauponit’sbuiltup.Wahahawhowasgiventhefullsoft-drinkbusinesslicensedwasformedin1999withFutureCola.It’stheonlyadrinkoperatorswhoengage200workersinChina.Wahahatookthe1stplaceamongtheChinesesuper-fastgrowingTopEnterprises(ofnonlisted,nonstateowned)from1999to2002,withitsgrowthrateof1947.31%.Inthe21yearsto2008.WahahahasbeenthelargestNCBproviderinChinamarket.Currently,fromtheviewofmarketshareratio,Wahahatakesthefirstplaceintheworld;andbothofitsliquidmilkandicecreamlistattheNo.3inChina.MydiscoursesubjectsthesalesstrategiesofWahahainthemarketincludingthestrategysetup;executionandresultanalysis.
ThispapertakesHangzhouWahahaGroup,whoistheleaderofChinafoodandbeverageindustry,astheexample.WahahaGroupestablishesauniquemarketingpattern,UnitedDistributionGroup.Inordertodisclosesomebeneficialaspectsonmarketstrategy,especiallyonmarketpatternchoiceforChineseenterprises,thepapergoesdeepintotheWahahaUnitedDistributionGroupmarketingpattern.ThisthesisselectstheWahahacompanyasresearchobjectandmakesanalysisaboutproblemsinits.Furthermore,thethesisdrawsconclusionsaboutthemarketingtacticsoftheproductbyusingmultipletoolsandprinciplesinmarketingandsoon.Thisthesisincludesfourparts.Firstly,brieflyexplainingthebackgroundandtheresearchingroutineofthisthesis;secondly,analyzingtheinnerenvironmentofthecompany;thirdly,analyzingthemacroenvironment,thecompetitiveenvironmentandtheconsumerbehavior,andmakingthesalesforecastforthenewproduct;fourthly,bySWOTanalysis,formulatingthenewproductmarketingstrategy.
2.Strategicfocusandplan
(1)TheCompetitionofNCBMarket
TheNCBmarketofourcountryisthetypicalsupplyexceedsdemandmarket,becausethereareover20operators(suchas:
Wahaha,Robust,Pepsicolaandsoon)whichcanoperateNCBbusiness.WithconstantdevelopmentoftheNCBbusinessandstrengtheningofthemarket,inordertooccupytheleadingpositiononthemarket,inthecompetionbetweentheNCBoligarchsisbecomingfiercerandfiercer.
ThebirthofWahahawastotallyanunexpectedchance.Becauseofthetechnicalsecretandgoodbusinessandthenbeingsuitableforthecustomerstaste,ithasbeendominatingthesoftdrinkmarketsofmanycountriesintheworld.
Understandingthissituation,Pepsi-Colahavemadeastrategicdecisiontotakethemarketshareinthelongrunandstartedamarketingmovementthatwascalled“Pepsinewgeneration”.Focusedontheneedofcustomers,theymadenotonlytheimprovementoftheirmarketshare,butalsotheattentionoftheshareinthemindoftheircustomers.CocaCola,PepsiColaandWahahafocusesongettingprofitableChinamarketshares.InChinamarket,PepsiColawillnotstandbehindandaresearchingchancestocompetewithCocaColaintermsofmarketshares,wherethereislocal-drinkenterprise.
BothofthemarepayingenoughattentiontotheAdattack,aswellas“Stareffect”ofAd.MichaelJacksonwasoncemePepsiimagespokesman;thelittlesweetgirlofthemostpopularidolBlannywasalsoengagedasitsspokesmanwithhighpayment.TheAdlanguage“wishyouPepsi”rootedintothemindsofpeople.FortheRedCow“ifyouareoldpleasedrinktheRedCow,ifyouareyoungpleasedrinkRedCow”,thisdesignofAdismakingitseffortstogenerateaninitiativespiritoftheRedCow,showingthevigorous,youngandnewimage,whichcatestotherebelpsychologyoflifestyleofyoungpeople,whowanttogetridoftheoldergeneration,andatthesametime,thisattractstheelderlypeopletoshowthattheyarestillyoungandvigoragain,implyingtheWahahaasrepresentativeofoutmoded,lagsbehindandoldstyle.
(2)Corecompetenceandsustainablecompetitiveadvantage
Inordertoapproachtotheactualconditionofthesoft-drinkmarketofourcountry,thedissertationcarriesondiscussionandanalysistothepricewarproblemofthesoft-drinkmarketbychoosinggametheoryasthestudymethod.Furthermore;thedissertationwilltrytogiveseveralcountermeasurestosolvethepricewarproblemofthemobilecommunicationmarket.
Althoughthehighandnewtechnologyinthesoft—drinkcorporationisfaraheadoftheworld,Wahahahasadvantagesinindigenousdrinktechnologyandsomeotherspecialareas.Forexample,theadeprovidesystemoffieldachievesthehigheststandardinChinesecharactersfreshmilk.Thekeycomponentofthesystemislactobacilluswithbuilt—inacceleratedChinesesoft-drink.Thevastdomesticmarkethasplayedakeyroleinsupportingthedairyindustries.Comparedtoleadingtechnologiesintheworld,theWahahanewandhightechnologicallevelnolongerfaIlsbehind.Since,bydevelopingtechnologiesthatfitinwiththedemandsofdomesticmarket,theWahaha’sdairyindustrieshavesurvivedandarerobust.
3.SWOTAnalysis
(1)strengthsofWahaha
AsthebiggestoftheChinamarketofWahaha,Wahahaboaststhemostadvancedmanufacturefacilities.BesidestheadvantagesofWahahahardwareinfrastructure,theproductlogisticsprogrammingofWahahaisoneofthebestinChina,Withmorethan400millioncustomers.Wahahacanprovidevariousproductstocustomerstoo.InChina,thesoft-dirnkandsyrupproductlineofWahahahasbeenbuilttoimplementthemanagementmodem,Thewebsites,www.W,letbusinessesandserveintheparkshareinformationonresearchachievements,marketdemands,andisaccessibletoalargepoolofexpertsinWahahaenterprise.
(2)WeaknessesofWahaha
AlthoughWahahahasbeenaroundformorethan10years,establishinganintegrateddistributionsysteminChinaisstillproblematic.Differencesinregulatory,legal,andinstitutionalarrangementsstillhaveanimpactonthedevelopmentofhightechnology.ThereforetheWahahacannotbeadomestic-classatpresent.Comparedtoothersoft-drinkenterpriseindomestic,themajorweaknessesofWahahaareasfollows:
Lackofhigh-qualitymarketingpersonnelinsomefields,AlthoughWahahahasabundantproducts,creativepersonnelarelackingincertainfieldsfortworeasons;ontheonehand,thetrainsysteminWahahadoesnottemphasizecreativethinkingandproblem-solvingskills;ontheotherhand,thefosteringmechanismformarketingisimperfectinWahaha.Forexample,pricingmodelsoftraditionalnetworkeffectstheorygenerallyfocusontheinstalledbasedofagivenproduct,i.e.thetotalnumberofuserswithinthewholemarket,asthemostimportantfactorforbuyingdecisions.Contrarytothis,Wahahaproposethattheindividualenvironmentinthepersonalcommunictionnetworkofapotentialconsumerdeterminesinthebuyingdecisionsandmustthereforebetakenintoaccountwhendesigningappropriatepricingstrategiesfornetworkeffectmarkets.Besidesmarketingpersonnelandseasonedprofessionalswithin-depthentrepreneurial,management,financialandinvestmentexperiencearealsoinshortage.
(3)opportunitiesofWahaha
Thecurrentdomesticstructureofsoft-drinktechnologyandproductionisenteringanewphaseofchange.Inordertomeetthedemandofgermfreeproductioninsoft-drinkprocess,thegermfreemeasurementandthecorrespondingcontrolmethodforfermentationtemperaturewerestudied.Basedontheanalysisoftheradialtemperaturedistributionbythefinitedifferencemethod,thefirstproductlineknowledgeinChinadatabaseabouttherelationshipbetweenthemeasurementparameter(walltemperature)andthetargetparameter0.2(thetemperaturewithin
thefermentationtankin0.2mfromthewall)wasestablishedbyWahaha.TheWahahahasawinningedgeingermfreetechnologies,networktechnologies,etc.;anditislikelytoremaindominantin
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- 娃哈哈 市场营销 战略 规划 外文 翻译