论文部分内容阅读
摘要：本文介绍了娃哈哈的发展在我国的营销战略。以及娃哈哈市场战略分析公司的内部和外部环境。然后用深入的战略和情况分析娃哈哈有限公司的业务发展协调机构，包括情况分析内部和外部企业以及SWOT分析。特殊产品战略;制作不同的价格策略，不同的客户和消费者;使地方战略主要集中在大城市;制作丰富多彩的宣传。然后通过建立有效的市场策略，娃哈哈将在大连成功发展。本论文就研究和分析市场营销策略其对象是国家协调机构（非碳酸饮料，比如果汁，茶，水等）的业务的娃哈哈公司。分析了现有的贸易地位的饮料在华业务引入了市场规模，主要的企业和发展趋势的市场份额。
Abstract: 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 deep 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 mainly 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 on NCB (Non Carbonic acid Beverage, such as Juice, Tea, Water, etc) 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.
关键词：娃哈哈公司的营销策略 规划
Keywords Wahaha Company Marketing Strategy Planning
1.Introduction of Wahaha
After 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 domestic market of soft-drink 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 adaptive 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 largest dairy product provider in China upon it’s built up. Wahaha who was given the full soft-drink business licensed was formed in 1999 with Future Cola. It’s 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 non 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 No. 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, 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 analysis 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, 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 Competition of NCB Market
The 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 occupy the leading position on the market, the competition 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 customer’s taste, it has been dominating the soft drink 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 their 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 there is local soft-drink enterprise.
Both of them are paying enough attention to the Ad attack, as well as the “Star effect” of Ad. Michael Jackson was once the 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 Pepsi” 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 caters to the rebel psychology of life 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 advantage
In 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 countermeasures to solve the price war problem of the mobile communication market.
Although the high and new technology in the soft-drink 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 the highest standard in Chinese characters fresh milk. The key component of the system is lactobacillus with built-in 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 technological level no longer falls behind. Since, by developing technologies that fit in with the demands of domestic market, the Wahaha’s dairy industries have survived and are robust.
3.SWOT Analysis
（1）Strengths of Wahaha
As the biggest of the China market of Wahaha, Wahaha boasts the most advanced manufacture 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-drink and syrup product line of Wahaha has been built to implement the management modern. The websites, www.Wahaha.com, 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 Wahaha
Although Wahaha has been around for more than 10 years, 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 enterprise 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 not emphasize creative thinking 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 base of a given product, i.e. the total number of users within the whole market, as the most important factor for buying decisions. Contrary to this, Wahaha propose that the individual environment in the personal communication network of a potential consumer determines the buying decisions and must therefore be taken into account when designing appropriate pricing strategies for network effect markets. Besides marketing personnel and seasoned professionals with in-depth entrepreneurial, management, financial and investment experience are also in shortage.
（3）Opportunities of Wahaha
The current domestic structure of soft-drink technology and production is entering a new phase of change. In order 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 China database about the relationship between the measurement parameter (wall temperature) and the target parameter 0.2 (the temperature within the fermentation tank in 0.2 m 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 the realm of consumer. While the first two tier company (Wahaha and Pepsi cola) upgrade their technologies, the third-tier companies, including Whaa and other soft-drink producter are attempting a strong entry into the key components and system technologies segments of the industry. These developments give China drink industries an opportunity to upgrade its new technology. Wahaha can surpass its present status as a of soft-drink products to become a prominent functionality-drink manufacturer.
Of course, it’s a opportunities to China too, on the one hand, transnational corporations from overseas, investing R&D activities in China, can bring in new technologies and train indigenous qualified personnel. Following Red cow’s establishment of an R&D center in China on September 21, 2002, a substantial number of famous transnational corporations such as Danone Robust etc. have established R&D centers. On the other hand, Wahaha Group has established three R&D institutes separately in Zhejiang, Wuhan. The R&D Center can collects information and follows new technologies, makes market forecasts, and passes the information back to R&D Center.
4. Conclusion
In market economy, enterprises should always realize one's own value in the market competition. The competition is a chance, the motive force, it will bring the pressure, bring the risk too, and this needs enterprises to adjust the psychology, meet and compete with the correct attitude and courageous and resolute spirit.
The competition is not to make the life-and-death in the market, not even both suffer losses in wrestling each other .The competition is waking up to market demand, and encouraging each other between competitors. The result of the competition is to make the enterprises that participated in the competition all get development. Someone suspects that the same boss in the back of the Wahaha and Pepsi Cola, though this is not a fact, this kind of suspicion is not unreasonable, because the competition between them may well be fierce, but the result of the competition is that both sides have all got development. Our enterprises should establish the correct competition view, grasp the competition law, make the effective competitive strategy, and dare to go to the competition in order to win the chance of development and to prevail over competition. The competition of soft-drink beginning with the thirties would perhaps still continue, it will be torn that both sides tore as drawing the pit saw, each has its strong points, it is difficult to divide the win and defeat, but pursuing the first is never to stop. Roger, Chairman of Coca Cola, has said that “there is not eternal winner in the battle of cola, the victory or defeat is unimportant, what is important is that it must be interesting”. We really savor their “interest” in the record of the stormy situation of a century of battle of Cola.
Reference:
[1]Lamb C.W, Mcdaniel C. Principles of Marketing. International Thomson Publishing, 1993: 186.
[2][美]马克·彭德格拉斯特,《上帝、国家、可口可乐》,广西人民出版社,2003年2月
[3]内部参考,《饮料市场动态》，可口可乐公司，2003年9月
[4]内部参考,《中国饮料市场数据分析》，AC尼尔森调查公司
[5]谭长春,《可口可乐(中国)成功关键因素分析》,中国营销传播网,2004年2
[6]王方华,黄沛.市场营销管理.上海:上海交通大学出版社，2003:341
[7]杨明刚.”可口可乐”在中国的市场策略,华东理工大学学报(社会科学版), 2001,(4):41- 46.
[8]Kotler. P. Marketing Management (Tenth Edition).清华大学出版社，2001: 298
[9]W Wells, J.Burnett, S.Moriarty. Advertising: Principles and Practice. Prentice Hall, 1998: 121.
（责任编辑：张晓辉）
Abstract: 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 deep 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 mainly 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 on NCB (Non Carbonic acid Beverage, such as Juice, Tea, Water, etc) 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.
关键词：娃哈哈公司的营销策略 规划
Keywords Wahaha Company Marketing Strategy Planning
1.Introduction of Wahaha
After 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 domestic market of soft-drink 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 adaptive 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 largest dairy product provider in China upon it’s built up. Wahaha who was given the full soft-drink business licensed was formed in 1999 with Future Cola. It’s 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 non 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 No. 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, 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 analysis 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, 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 Competition of NCB Market
The 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 occupy the leading position on the market, the competition 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 customer’s taste, it has been dominating the soft drink 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 their 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 there is local soft-drink enterprise.
Both of them are paying enough attention to the Ad attack, as well as the “Star effect” of Ad. Michael Jackson was once the 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 Pepsi” 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 caters to the rebel psychology of life 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 advantage
In 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 countermeasures to solve the price war problem of the mobile communication market.
Although the high and new technology in the soft-drink 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 the highest standard in Chinese characters fresh milk. The key component of the system is lactobacillus with built-in 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 technological level no longer falls behind. Since, by developing technologies that fit in with the demands of domestic market, the Wahaha’s dairy industries have survived and are robust.
3.SWOT Analysis
（1）Strengths of Wahaha
As the biggest of the China market of Wahaha, Wahaha boasts the most advanced manufacture 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-drink and syrup product line of Wahaha has been built to implement the management modern. The websites, www.Wahaha.com, 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 Wahaha
Although Wahaha has been around for more than 10 years, 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 enterprise 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 not emphasize creative thinking 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 base of a given product, i.e. the total number of users within the whole market, as the most important factor for buying decisions. Contrary to this, Wahaha propose that the individual environment in the personal communication network of a potential consumer determines the buying decisions and must therefore be taken into account when designing appropriate pricing strategies for network effect markets. Besides marketing personnel and seasoned professionals with in-depth entrepreneurial, management, financial and investment experience are also in shortage.
（3）Opportunities of Wahaha
The current domestic structure of soft-drink technology and production is entering a new phase of change. In order 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 China database about the relationship between the measurement parameter (wall temperature) and the target parameter 0.2 (the temperature within the fermentation tank in 0.2 m 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 the realm of consumer. While the first two tier company (Wahaha and Pepsi cola) upgrade their technologies, the third-tier companies, including Whaa and other soft-drink producter are attempting a strong entry into the key components and system technologies segments of the industry. These developments give China drink industries an opportunity to upgrade its new technology. Wahaha can surpass its present status as a of soft-drink products to become a prominent functionality-drink manufacturer.
Of course, it’s a opportunities to China too, on the one hand, transnational corporations from overseas, investing R&D activities in China, can bring in new technologies and train indigenous qualified personnel. Following Red cow’s establishment of an R&D center in China on September 21, 2002, a substantial number of famous transnational corporations such as Danone Robust etc. have established R&D centers. On the other hand, Wahaha Group has established three R&D institutes separately in Zhejiang, Wuhan. The R&D Center can collects information and follows new technologies, makes market forecasts, and passes the information back to R&D Center.
4. Conclusion
In market economy, enterprises should always realize one's own value in the market competition. The competition is a chance, the motive force, it will bring the pressure, bring the risk too, and this needs enterprises to adjust the psychology, meet and compete with the correct attitude and courageous and resolute spirit.
The competition is not to make the life-and-death in the market, not even both suffer losses in wrestling each other .The competition is waking up to market demand, and encouraging each other between competitors. The result of the competition is to make the enterprises that participated in the competition all get development. Someone suspects that the same boss in the back of the Wahaha and Pepsi Cola, though this is not a fact, this kind of suspicion is not unreasonable, because the competition between them may well be fierce, but the result of the competition is that both sides have all got development. Our enterprises should establish the correct competition view, grasp the competition law, make the effective competitive strategy, and dare to go to the competition in order to win the chance of development and to prevail over competition. The competition of soft-drink beginning with the thirties would perhaps still continue, it will be torn that both sides tore as drawing the pit saw, each has its strong points, it is difficult to divide the win and defeat, but pursuing the first is never to stop. Roger, Chairman of Coca Cola, has said that “there is not eternal winner in the battle of cola, the victory or defeat is unimportant, what is important is that it must be interesting”. We really savor their “interest” in the record of the stormy situation of a century of battle of Cola.
Reference:
[1]Lamb C.W, Mcdaniel C. Principles of Marketing. International Thomson Publishing, 1993: 186.
[2][美]马克·彭德格拉斯特,《上帝、国家、可口可乐》,广西人民出版社,2003年2月
[3]内部参考,《饮料市场动态》，可口可乐公司，2003年9月
[4]内部参考,《中国饮料市场数据分析》，AC尼尔森调查公司
[5]谭长春,《可口可乐(中国)成功关键因素分析》,中国营销传播网,2004年2
[6]王方华,黄沛.市场营销管理.上海:上海交通大学出版社，2003:341
[7]杨明刚.”可口可乐”在中国的市场策略,华东理工大学学报(社会科学版), 2001,(4):41- 46.
[8]Kotler. P. Marketing Management (Tenth Edition).清华大学出版社，2001: 298
[9]W Wells, J.Burnett, S.Moriarty. Advertising: Principles and Practice. Prentice Hall, 1998: 121.
（责任编辑：张晓辉）