摘要 

随着市场经济的进一步发展，我国饮料业得到了快速发展。但是，国内饮料行业还存在发展水平低、市场开拓不足、品牌管理落后等问题。本文以4Ps营销理论为基础，通过对可口可乐与娃哈哈的比较研究，分析这些问题，并提出了三条切实可行的建议，以期促进我国中小型饮料企业的生存与发展。

本文以国内饮料行业为研究对象，采用4Ps营销理论对世界闻名的可口可乐和国内闻名的娃哈哈进行了对比研究。通过对比研究，总结二者成功的共同原因，为我国饮料业的可持续发展提供成功经验和借鉴。

关键词：4Ps 营销理论 可口可乐 娃哈哈

Contents

1 Introduction 1

2 The Problems of Domestic Beverage Industry 2

2.1 Low Development Level 3

2.2 Insufficient Market Tapping 3

2.3 Lack of Advanced Brand Management 3

3 Comparative Study of Coca-Cola and Wahaha’s 4Ps Marketing Strategy 4

3.1 The 4Ps Marketing Theory 4

3.2 Coca-Cola’s 4Ps Marketing Strategy 6

3.2.1 Product Strategy 7

3.2.2 Price Strategy 8

3.2.3 Place Strategy 8

3.2.4 Promotion Strategy 9

3.3 Wahaha’s 4Ps Marketing Strategy 10

3.3.1 Product Strategy 10

3.3.2 Price Strategy 11

3.3.3 Place Strategy 12

3.3.4 Promotion Strategy 13

3.4 Common Reasons for Success 13

3.4.1Active innovation 13

3.4.2 Sustained and Excellent Brand Promotion 14

4 Strategies for domestic beverage enterprises 14

4.1 Implementing Brand Strategy 14

4.2 Innovating product development 15

4.3 Employing flexible sales promotion strategies 16

5 Conclusion 17

Works Cited 18

Acknowledgments 19