冷饮企业网络营销的实证研究

冷饮企业网络营销的实证研究
 
摘要：众所周知，我国拥有着13亿人口的消费市场，冷饮市场是它的重要组成部分，占有率增长空间很大，冷饮企业的发展前景很好。但我国冷饮行业发展才刚刚起步，人均冷饮消费水平与世界发达国家存在巨大差距，这与我国的经济强势增长极不对称。目前，世界冷饮企业的领头羊“和路雪”“雀巢”，在世界范围实行了网络营销，已经取得了非常好的业绩。我国加入世界贸易组织后，外资冷饮企业逐渐进驻国内，我国冷饮企业面临着强手如林的局面。而我国的冷饮企业竞争意识薄弱，营销模式还是以代理商自主营销为主，网络营销还未在冷饮企业中取得快速发展，与外资名牌企业相比营销理念上有差距。怎样在激烈的冷饮竞争中求得自己的发展？是本文要解决的主要问题，文章以美怡乐公司的成功案例为切入点，以本人在美怡乐公司实习的亲身体验为基础，分析了冷饮企业的网络营销现状及消费者特征，并采用实证方法验证了冷饮企业应该如何实施网络营销策略。[1]

关键字：冷饮企业；  网络营销；  策略

The research of E-marketing in cold drink industry with real demonstration
 
Abstract: As we all know, the market share of cold drink has a substantial room for growth in our country with a population of1.3 billion, and the enterprises of the cold drink industry have good prospects for development. But in fact, the cold drink industry is just at the initial stage in our country. There exists a huge disparity between our country and the developed countries in the average cold drink consumption level per person, which is extremely not symmetrical with the sudden economical growth in our country. At present, the "Heluxue" "Quechao" , the bellwethers in cold drink enterprises has implemented the network marketing in the whole world, and has already obtained the extremely good achievement. With the China joining the World Trade Organization, overseas-funded enterprises in the cold drink industry have entered and stationed in our country gradually, so the domestic enterprises are facing a situation of cut-throat competition. However, competition consciousness of the enterprises in our country is weak, and the marketing pattern is mainly the independing marketing by the agents. In our country, the network marketing has not obtained the fast development in the enterprises of cold drink, having a big gap compared in the marketing idea with the brand overseas-funded enterprises. How to get own development in the intense competition of cold drink? This is the main question that this article will solve. The article starts from the successful case of Meiyile Company, taking my experience in the Meiyile Company as the foundation, and then analyzes the present situation of network marketing in cold drink enterprises and the consumers’ characteristic, confirming the cold drink enterprises to implement the network marketing strategy with the method of real demonstration.

Keywords: the enterprises of cold drink; E-marketing; strategy

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