| Objective and significance of the research Marketing strategy is the important part of the integrated strategic plan. During the process of the transition from production concept to market concept, the marketing is highly outstanding never before. Numerous successful example of marketing in the current has told us that all the enterprise especially small-and-middle size ones must face the challenge how to make the appropriate strategy, optimize the function of it and innovate the conditioned marketing. Basic thoughts and logical structure This thesis employs the marketing principles and the strategic management theories under the background of the domestic beverage practical environment we should take into account. It follows the logic of reasoning from the specific to common, from the phenomenon to essence and form practice to theory combined with actual condition of the given enterprise. Step by step, we phase in making concrete marketing strategy. Contents and viewpoints This thesis is composed of five sections. The preface introduces objective and significance of the research, the scope of examining and theoretic tools. And spot the pity of thesis out. Chapter one issues the purpose of studying the marketing strategy, states the straight information of M enterprise and illustrates the critical function of survival and developing for the company. Chapter two assumes the basic theory with respect to making the marketing strategy. Then on the review of our beverage market trend, we analyze the characteristic of the change. Chapter three, on the rule of making marketing strategy process, analyzes the market macro-environment and microenvironment. We identify the opportunity and threat, strength and weakness to prepare for making the marketing strategy. Chapter four, in terms of actual instance details into making marketing strategy including market segmentation, market positioning, marketing mix. We make differentiated marketing strategy tailored by M enterprise' traits. Chapter five, by the above analyses and demonstration, sum up to some pattern of small-and-middle-size beverage enterprise' marketing strategy and some question we must pay attention to. |
