目錄

第一章 緒論…………………………………………………………. 1  

1.1選題背景及研究的意義…………………………………………. 1

1.2國內(nèi)外相關(guān)研究文獻(xiàn)綜述………………………………………. 1

1.3本文研究的主要內(nèi)容及研究方法……………………………….3

第二章娃哈哈集團(tuán)的發(fā)展演化與戰(zhàn)略定位……………….... 5

2.1娃哈哈集團(tuán)的發(fā)展演化之路………………………………………5

2.11  娃哈哈集團(tuán)的發(fā)展演化背景分析…………………………… 5

2. 12  娃哈哈集團(tuán)發(fā)展演化之路…………………………………….7

2. 2娃哈哈集團(tuán)的戰(zhàn)略定位 ………………………………………….9

2. 21  娃哈哈集團(tuán)的現(xiàn)狀概述………………………………………..9

2. 22  娃哈哈集團(tuán)現(xiàn)階段戰(zhàn)略定位及分析…………………………11

第三章 娃哈哈集團(tuán)的管理與營銷策略分析…………………15

3.1娃哈哈集團(tuán)的管理策略分析……………………………………….15

3.11 X理論Y理論和Z理論…………………………………………..15

3.12 娃哈哈集團(tuán)的組織架構(gòu)…………………………………………..16

3.13娃哈哈集團(tuán)的管理制度…………………………………………...17

3.2娃哈哈集團(tuán)的營銷策略分析……………………………………….19.

3.21 SWOT分析框架……………………………………………………19

3.22 娃哈哈集團(tuán)營銷策略SWOT分析………………………………21

第四章娃哈哈集團(tuán)管理與營銷中存在的主要問題及影響因素分析………………………………………………………………………..29

4.1娃哈哈集團(tuán)管理與營銷中存在的主要問題………………………29

4.2治理轉(zhuǎn)型期管理模式弊端…………………………………………..29

4.3品牌延伸模式弊端……………………………………………………30

4.4 “聯(lián)銷體”銷售模式弊端………………………………………….32

第五章國內(nèi)外同行業(yè)相關(guān)管理與營銷經(jīng)驗(yàn)借鑒及啟示……35

5.1華為集團(tuán)，中西融合……………………………………………………..35

5.2寶潔公司，品牌延伸…………………………………………………....37

5.3康師傅飲料，通路精耕……………………………………………….. 39

第六章娃哈哈集團(tuán)管理與營銷對(duì)策及建議………………………43

6. 1娃哈哈集團(tuán)管理對(duì)策及建議………………………………………….43.

6. 2娃哈哈集團(tuán)營銷對(duì)策及建議………………………………………….44

第七章結(jié)論…………………………………………………………………49

7.1本文研究的主要結(jié)論………………………………………………….. 49

7.2本文研究的不足及進(jìn)一步展望………………………………………..49

參考文獻(xiàn)………………….…………………………………………………51

摘要

進(jìn)入二十一世紀(jì)以來，我國的民營企業(yè)發(fā)展迅速，軟飲料行業(yè)繁榮是民營企業(yè)昌盛的一個(gè)縮影。在這一市場(chǎng)上，作為國內(nèi)飲料企業(yè)的娃哈哈應(yīng)如何制定有效的管理和營銷策略，提高公司管理效率以及產(chǎn)品的市場(chǎng)占有率是企業(yè)管理者應(yīng)該關(guān)注的課題。

本文以娃哈哈公司為對(duì)象，針對(duì)管理和營銷工作中的實(shí)際情況，綜合運(yùn)用Z理論、SWOT分析方法以及品牌延伸等相關(guān)管理和營銷理論，通過對(duì)公司內(nèi)外部環(huán)境分析，識(shí)別出公司面臨的機(jī)會(huì)與威脅以及相對(duì)于競(jìng)爭(zhēng)對(duì)手的優(yōu)勢(shì)、劣勢(shì)，最終提出公司的管理策略和營銷策略的改進(jìn)方向。

本論文共包括七個(gè)部分，其中第一部分主要就論文選題的背景及意義、國內(nèi)外研究現(xiàn)狀和研究思路進(jìn)行簡(jiǎn)要說明；第二部分就娃哈哈集團(tuán)發(fā)展演化之路與戰(zhàn)略定位進(jìn)行闡述及梳理；第三部分分別運(yùn)用Z理論、SWOT分析對(duì)公司的管理模式與營銷模式行了詳盡的分析；第四部分對(duì)娃哈哈集團(tuán)管理和營銷中存在的問題以及影響因素進(jìn)行了闡述；第五部通過對(duì)國內(nèi)外相關(guān)經(jīng)驗(yàn)借鑒以得到啟示；第六部分是對(duì)娃哈哈集團(tuán)管理策略和營銷策略改進(jìn)提出建議；第七部分為本論文的結(jié)論部分，總結(jié)了本論文運(yùn)用理論知識(shí)所解決的實(shí)際問題和有待進(jìn)一步研究和探討的問題。

本文系統(tǒng)地構(gòu)建了娃哈哈集團(tuán)的管理體系和營銷體系，其中既有管理模式和營銷模式分析框架，也有明確的改進(jìn)方向，可以為飲料行業(yè)乃至快速消費(fèi)品企業(yè)管理策略和營銷策略制執(zhí)行提供參考。

關(guān)鍵詞：管理策略，營銷策略，軟飲料，娃哈哈集團(tuán) 

ABSTRACT

Enter the twenty-first century, China's private enterprises developed rapidly.Soft drinks industry prosperity is the example of the prosperity of private enterprises.In the soft drink market,  Wahaha Group as Domestic beverage business should be how to develop effective management and marketing strategy that will improve the efficiency of corporate governance and product market share ,managers should be concerned about the issue.

This paper based on Wahaha Group, targeted the actual managing work and marketing work, used Z theory, SWOT analysis as well as brand extension and other related management and marketing theory, through the company's external and internal environment analysis, has identified the opportunities and threats, advantages and disadvantage compared to competitors the company face with, finally decide the improving direction of management strategy and marketing strategy.

This paper includes seven parts. The first part, on the main topics of the paper’s  background and meaning, research condition at home and abroad and study ideas for a brief description; The second part,descript the road of Wahaha Group development and  the strategic positioning. The third part, used Z theory and SWOT analysis to analysis the managing situation and marketing situation; The fourth part, descript the management and marketing problems, as well as the influence factors. The fifth part, by drawing on relevant experience at home and abroad to get inspiration. The sixth part, make recommendations to improve  management strategy marketing strategy of Wahaha Group.The seventh part is the conclusion of this thesis,which summarized the practical problems the paper solved by application of the theoretical knowledge and other problems which still need further study and discussion.

This paper systematically constructed Wahaha managing strategy and marketing strategy, including both managing and marketing framework for strategic analysis, and a clear system strategic plan of action, just as a reference for the beverage industry and even the FMCG industry enterprise's marketing strategy formulation and implementation.

Key words: Management strategy, Marketing strategies, Soft drink, Wahaha Group