摘要：盈利是每个公司经营的根本目的，但是近年来随着国内消费环境从卖方市场转向买方市场，许多公司的商品出现这种局面，供过于求，只有保持自己的市场份额，通过采用降价的方式在有限的市场争一份利润。这时，对他们来说盈利变得难上加难。也有一些公司发现低价竞争并不能达成期望的盈利，从而找寻新的营销方案。然而，国内很多公司人才缺乏，服务态度差，不全面的营销方案等限制因素，导致营销方案的失败。本文以三润冷饮公司为研究对象，系统的进行研究，以营销理论为根据，利用4p等研究方法对三润公司进行营销策略的分析，总结出四项营销新对策。第一、充分做好前期准备工作，将人员的培训做为三润公司的核心力。第二、加强营销的应用，与经销商建立起良好的客户关系，稳定住自身的销售渠道。第三、调整营销的方式，通过经销商、零售商、消费者三个方面调整营销方式，达成利润的最大化。第四、研发新的补充产品，加强公司的竞争力。76161

毕业论文关键词：冷饮盈利竞争系统营销 4P

Abstract

Profit is the fundamental purpose of each company's business, but in recent years, with the domestic consumption environment from the seller's market to the buyer's market, many companies appear in this situation, oversupply, only to maintain their market share, through the use of price cuts in limited Of the market to fight a profit。 At this time, for them profitability becomes difficult。 There are some companies found that low-cost competition and can not achieve the desired profit, so as to find new marketing programs。 However, many domestic companies lack of talent, poor service attitude, not comprehensive marketing programs and other restrictions, leading to the failure of marketing programs。 Based on the marketing theory, this paper analyzes the marketing strategy of Sanrun Company by using 4p and other research methods, and sums up the four strategies of marketing。 First, fully do the preparatory work, the staff training as the core of the three-run company。 Second, to strengthen the application of marketing, and dealers to establish a good customer relationship, stable their own sales channels。 Third, adjust the way marketing, through dealers, retailers, consumers adjust the marketing of three ways to achieve the maximum profit。 Fourth, the development of new complementary products, strengthen the company's competitiveness。

Keywords： cold profit competition marketing system 4P

目录

一、绪 论 1

（一） 研究背景 1

（二） 研究意义 2

（三） 研究方法 3

二、三润公司营销环境分析 4

（一）宏观环境分析 4

（二）消费者分析 5

（三）竞争者分析 7

（四）SWOT总结 8

三、三润公司的营销现状与问题分析 12

（一）公司概况 12

（二）公司营销现状 12

（三）公司营销存在的问题 13

（四）营销问题形成成因分析 14

四、三润公司的营销策略分析 15

（一）三润公司的定位策略 15

（二）产品