【作者】 任东波；

【导师】 金晓彤；

【作者基本信息】 吉林大学 ， 高级管理人员工商管理， 2012， 硕士

【摘要】 百事可乐和可口可乐是一对老竞争对手。在中国的大部分区域，可口可乐一直处于竞争的优势地位，唯独在吉林省市场，百事可乐成为碳酸饮料市场中的龙头老大。但是百事可乐公司并非在所有的产品线上都赢过了对手。其中在柠檬口味市场上，百事公司的七喜品牌依然输于竞争对手的雪碧品牌。这种现状给百事可乐公司留下了巨大的竞争压力。对此，百事可乐公司也有清楚认识，一直希望能在柠檬口味市场中提升七喜品牌的知名度、美誉度。因此，如何在终端与雪碧品牌竞争成为了长春百事可乐公司品牌发展的战略重点。本论文以长春百事可乐饮料有限公司“七喜七夕”营销策划方案为研究题目，试图探寻“七喜”品牌有效的竞争策略。首先，系统介绍了百事可乐和长春百事可乐公司的背景信息：回顾了百事可乐公司在中国市场的投资模式和战略布局情况；对于百事可乐公司在中国大陆地区经营的主要品牌进行了介绍，特别是对百事可乐品牌、七喜品牌、美年达品牌、佳得乐品牌和纯果乐品牌等饮料品牌进行了介绍；对于长春百事可乐饮料有限公司的发展历程也进行了介绍，为论文后续的研究提供了大的背景。其次，对于长春百事可乐公司竞争环境进行分析：系统分析了长春百事公司在吉林省饮料市场中的地位；对于长春百事公司外部环境进行了分析，具体包括了长春百事公司面临的主要机会和长春百事可乐面临的主要威胁；对长春百事公司内部环境进行分析，具体包括长春百事公司的优势分析和长春百事公司的劣势分析。基于环境的分析，同时结合营销学相关理论，对长春百事可乐公司营销中的问题进行了分析。接着，对长春百事“七喜七夕”营销方案设计与实施：营销方案设计的总体构想，包括“七喜七夕”营销活动的策划背景和主体内容的介绍；“七喜七夕”营销方案的策略选择，分别从产品策略、定价策略、渠道策略和传播策略角度进行了分析；营销方案的实施步骤介绍，包括七喜婚礼司仪选拔大赛、七喜情感故事征集展播及七夕鹊桥会参与者招募、“天河畔，七喜为爱见证”大型游园会、“七喜新结婚时代”电视节目开播；营销方案的经费预算与控制措施，详细列举了“七喜七夕”营销方案活动经费预算和活动的控制措施。最后，对长春百事公司“七喜七夕”营销方案实施效果评估：一方面将“七喜”品牌与“雪碧”品牌的KPI指标进行对比，得出市场份额提高；另一方面，“七喜七夕”营销策划活动参与人数及媒体报道价值分析，能从另一个角度评价此次活动的成功；还从实际出发，指出了营销方案以及实施中不足。研究结果表明，“七喜七夕”营销策划活动取得了较大的成功，提升了“七喜”的品牌知名度和美誉度，拉大了与竞争品牌“雪碧”的距离。而且带来另外一些启发：小品牌在与大品牌竞争过程中，如果资源有限的前提下，要避免全面投入；要深入挖掘品牌的特点，结合自身的优势，打造品牌的内涵；与本土文化相结合，是提升品牌资产的借势之道；一次好的营销策划活动需要整合资源，借助媒体的力量，创造话题，提高活动影响力，达到多赢。更多还原

【Abstract】 Pepsi and Coca Cola are old rivals. In most area of China, Coca Cola has acompetitive advantage, but in the market of Jilin Province, Pepsi Cola has become thebig boss in carbonated beverage market. But Pepsi Co is not won the opponent at allproduct line. PepsiCo Inc7-up brand still lost to rival—the sprite brand in the lemonmarket. This situation has left a huge pressure of competition to the Pepsi Co. In thisregard, the Pepsi Co also has a clear understanding. It has been hoping to promote the7-up brand’s awareness and reputation in the lemon market. Therefore, how tocompete with Sprite brand in the terminal has become the brand development strategyof Changchun Pepsi Co.In this thesis, the author take "’7-up&Chinese Valentine’s Day’ Marketing Planof Changchun Pepsi-cola Co.” as the research object, attempts to explore "7-up”effective brand competition strategy.The first part, the background information of Pepsi Co. and Changchun Pepsi Co..First, it reviewed investment mode and strategic layout of the Pepsi Co in the Chinesemarket; then, introduced the main brand of Pepsi Co operates in China’s mainland,especially introduced beverage brands such as the Pepsi brand,7-up brand, Mirindabrand, Gatorade brand and the Tropicana brand; next, introduced the development ofChangchun pepsi cola Co. These introductions provide the background for thefollow-up research.The second part, competitive environment analysis for the Changchun Pepsi Co.First, it systems analysis the market position of Changchun PepsiCo Inc in Jilinprovince’s beverage market; secondly, Changchun Pepsi Co. external environment were analyzed, including the main chances and main threats; then, ChangchunPepsiCo internal environment analysis, including the superiority and inferior position.Finally, based on the environmental analysis, combined with marketing theory, someof Changchun Pepsi Co’s marketing question were analyzed.The third part, designing and implementation of "7-up&Chinese Valentine’sDay” marketing plan. First of all, the overall conception of marketing plan, includingthe background and main content of "7-up&Chinese Valentine’s Day " marketingplan; secondly, marketing strategies for "7-up&Chinese Valentine’s Day” marketingplan, from product strategy, pricing strategy, channel strategy and communicationstrategy respectively; then, the marketing plan implementation steps are introduced,including7-up wedding contest,7-up emotional story collection show and participantrecruitment for the Chinese Valentine’s Day’s magpie bridge party,"Tianhe River,7-up witness for the love " large garden party,"7-up new era of marriage " televisionprogram broadcasting; finally, the marketing plan budget and control measures, itintroduced activity budget and control measures of "7-up&Chinese Valentine’s Day”in detail.The fourth part, implementation effect evaluation of Changchun Pepsi Co "7-up&Chinese Valentine’s Day” marketing plan. First of all, compare of KPI indexes of"7-up" brand and " Sprite " brand, and know that market share of "7-up" is increasing;secondly, analysis of participants of activities and the media value of the marketingplan, to evaluate the success of this event from another angle; finally, from set outactually, pointed out the deficiency of the marketing plan and implementation.Through the research we get conclusions:"7-up&Chinese Valentine’s Day”marketing campaign gained greater success. It promoted "7-up " brand awarenessand reputation, pull distance with competitive brand " Sprite ". And the research bringsome inspiration: in brand competition process, the weak brand with the premise oflimited resources should avoid total investment; the weak brand should dig deep brand characteristics, combined with their own advantages, to create brandconnotation; the weak brand should integrate with the local culture to improve brandequity; a good marketing planning activities require the integration of resources, withthe aid of the media’s power, create a topic, increasing influence, achieve win-win.更多还原