1、娃哈哈的市场营销战略与规划外文翻译外 文 翻 译原文：Marketing Strategy and Planning of WahahaAbstract:This paper introduced the development of Wahaha in China.explained tips six marketing strategies.This thesis makes the market strategies of Wahaha Company by the analysis of internal and external environment.Then it goes de
2、ep into the strategies and situation analysis of Wahaha Ltd developing NCB business,including the situation analysis of internal and external enterprises as well as SWOT.Making special product strategy;Making different price strategy to different customer and consumer,Making the place strategy mainl
3、y in large city;Making colorful promotion.Then by setting up effective market strategy,Wahaha will be successfully launched in Dalian.And this thesis also can be provided as a reference for other new product launch.This paper does some researches and analysis on marketing strategies,with its object
4、on NCB(Non Carbonic acid Beverage,such as Juice,Tea,Water)business of Wahaha Company in China.In this paper it analyses the existing trade status of the beverage business in China,introduces the marketing scale,the main enterprises and the development trend of the market.Keywords: Wahaha Company Mar
5、keting Strategy Planning1. Introduction of WahahaAfter entering the 21th century,the competition pattern of beverage business in China market has been formed with more and more suppliers,thus keen competition has been spread among the beverage market.Besides policy incentives,the development of dome
6、stic market of softdrink needs legal protection.A legal framework that includes a copyright law,computer software and Internet laws,and intellectual property laws has been formed in China.Under present market conditions in China,it has become the most important task for enterprises to find out an ad
7、aptive method to promote and sell their products as many and as fast as they can.Thus,the choice of a marketing pattern becomes a strategic choice.In 1987,Wahaha spun off its children-food manufacturing sector and renamed as Wahaha Corp.Lt.Based on the abundant soft-drink variety,Wahaha becomes the
8、largest dairy product provider in China upon its built up.Wahaha who was given the full soft-drink business licensed was formed in 1999 with Future Cola.Its the only a drink operators who engage 200 workers in China.Wahaha took the 1st place among the Chinese super-fast growing Top Enterprises(of no
9、n listed,non state owned)from 1999 to 2002,with its growth rate of 1947.31%.In the 21 years to 2008.Wahaha has been the largest NCB provider in China market.Currently,from the view of market share ratio,Wahaha takes the first place in the world;and both of its liquid milk and ice cream list at the N
10、o.3 in China.My discourse subjects the sales strategies of Wahaha in the market including the strategy set up;execution and result analysis.This paper takes Hangzhou Wahaha Group,who is the leader of China food and beverage industry,as the example.Wahaha Group establishes a unique marketing pattern,
11、United Distribution Group.In order to disclose some beneficial aspects on market strategy,especially on market pattern choice for Chinese enterprises,the paper goes deep into the Wahaha United Distribution Group marketing pattern.This thesis selects the Wahaha company as research object and makes an
12、alysis about problems in its.Furthermore,the thesis draws conclusions about the marketing tactics of the product by using multiple tools and principles in marketing and so on.This thesis includes four parts.Firstly,briefly explaining the background and the researching routine of this thesis;secondly
13、,analyzing the inner environment of the company;thirdly,analyzing the macro environment,the competitive environment and the consumer behavior,and making the sales forecast for the new product;fourthly,by SWOT analysis,formulating the new product marketing strategy.2.Strategic focus and plan(1)The Co
14、mpetition of NCB MarketThe NCB market of our country is the typical supply exceeds demand market,because there are over 20 operators(such as:Wahaha,Robust,Pepsi cola and so on)which can operate NCB business.With constant development of the NCB business and strengthening of the market,in order to occ
15、upy the leading position on the market,in the competion between the NCB oligarchs is becoming fiercer and fiercer.The birth of Wahaha was totally an unexpected chance.Because of the technical secret and good business and then being suitable for the customers taste,it has been dominating the soft dri
16、nk markets of many countries in the world.Understanding this situation,Pepsi-Cola have made a strategic decision to take the market share in the long run and started a marketing movement that was called“Pepsi new generation”.Focused on the need of customers,they made not only the improvement of thei
17、r market share,but also the attention of the share in the mind of their customers.Coca Cola,Pepsi Cola and Wahaha focuses on getting profitable China market shares.In China market,Pepsi Cola will not stand behind and are searching chances to compete with Coca Cola in terms of market shares,where the
18、re is local-drink enterprise.Both of them are paying enough attention to the Ad attack,as well as “Star effect”of Ad.Michael Jackson was once me Pepsi image spokesman;the little sweet girl of the most popular idol Blanny was also engaged as its spokesman with high payment.The Ad language“wish you Pe
19、psi”rooted into the minds of people.For the Red Cow“if you are old please drink the Red Cow,if you are young please drink Red Cow”,this design of Ad is making its efforts to generate an initiative spirit of the Red Cow,showing the vigorous,young and new image,which cates to the rebel psychology of l
20、ife style of young people,who want to get rid of the older generation,and at the same time,this attracts the elderly people to show that they are still young and vigor again,implying the Wahaha as representative of outmoded,lags behind and old style.(2)Core competence and sustainable competitive adv
21、antageIn order to approach to the actual condition of the soft-drink market of our country,the dissertation carries on discussion and analysis to the price war problem of the soft-drink market by choosing game theory as the study method.Further more;the dissertation will try to give several counterm
22、easures to solve the price war problem of the mobile communication market.Although the high and new technology in the softdrink corporation is far ahead of the world,Wahaha has advantages in indigenous drink technology and some other special areas.For example,the ade provide system of field achieves
23、 the highest standard in Chinese characters fresh milk.The key component of the system is lactobacillus with builtin accelerated Chinese soft-drink.The vast domestic market has played a key role in supporting the dairy industries.Compared to leading technologies in the world,the Wahaha new and high
24、technological level no longer faIls behind.Since,by developing technologies that fit in with the demands of domestic market,the Wahahas dairy industries have survived and are robust.3.SWOT Analysis (1)strengths of WahahaAs the biggest of the China market of Wahaha,Wahaha boasts the most advanced man
25、ufacture facilities.Besides the advantages of Wahaha hardware infrastructure,the product logistics programming of Wahaha is one of the best in China,With more than 400 million customers.Wahaha can provide various products to customers too.In China,the soft-dirnk and syrup product line of Wahaha has
26、been built to implement the management modem,The websites ,www.W,let businesses and serve in the park share information on research achievements,market demands,and is accessible to a large pool of experts in Wahaha enterprise.(2)Weaknesses of WahahaAlthough Wahaha has been around for more than 10 ye
27、ars,establishing an integrated distribution system in China is still problematic.Differences in regulatory,legal,and institutional arrangements still have an impact on the development of high technology.Therefore the Wahaha cannot be a domestic-class at present.Compared to other soft-drink enterpris
28、e in domestic,the major weaknesses of Wahaha are as follows:Lack of high-quality marketing personnel in some fields,Although Wahaha has abundant products,creative personnel are lacking in certain fields for two reasons;on the one hand,the train system in Wahaha does nott emphasize creative thinking
29、and problem-solving skills;on the other hand,the fostering mechanism for marketing is imperfect in Wahaha.For example,pricing models of traditional network effects theory generally focus on the installed based of a given product,i.e.the total number of users within the whole market,as the most impor
30、tant factor for buying decisions.Contrary to this,Wahaha propose that the individual environment in the personal communiction network of a potential consumer determines in the buying decisions and must therefore be taken into account when designing appropriate pricing strategies for network effect m
31、arkets.Besides marketing personnel and seasoned professionals with in-depth entrepreneurial,management,financial and investment experience are also in shortage.(3)opportunities of WahahaThe current domestic structure of soft-drink technology and production is entering a new phase of change.In order
32、to meet the demand of germfree production in soft-drink process,the germfree measurement and the corresponding control method for fermentation temperature were studied.Based on the analysis of the radial temperature distribution by the finite difference method,the first product line knowledge in Chi
33、na database about the relationship between the measurement parameter (wall temperature)and the target parameter 0.2(the temperature withinthe fermentation tank in 0.2m from the wall)was established by Wahaha.The Wahaha has a winning edge in germfree technologies,network technologies,etc.;and it is likely to remain dominant in
