密 级 学 号 070510111 院、(系) 经济管理学院

题目： 乾县海升果汁有限责任公司产 品定价策略研究

学位申请人： 指导教师： 学科专业： 学位类别：

王荣辉 张江涛 市场营销 管理学学士学位

2011年 06月

题目：

毕业设计(论文)

乾县海升果汁有限责任公司产品定价

策略研究

院（系） 经济管理学院 专 业 市场营销 班 级 070510 姓 名 王荣辉 学 号 070510111 导 师 张江涛

2011年 06月

乾县海升果汁有限责任公司产品定价策略研究

摘 要

近年来，我国果汁饮料市场呈高速发展态势，果汁市场的迅速崛起与消费者的健康意识增强密不可分，果汁饮料，尤其是纯果汁里富含身体必需的维生素和微量元素，因此健康美味成为果汁吸引消费者的主因。我国虽然人口众多，但果汁饮料的消费量却较低，人均年消费量还不到1公斤，是世界平均水平的1/10，发达国家平均水平的1/40。世界人均果汁饮料消费量已达7公斤，如果按世界平均消费量计算，我国果汁饮料的市场容量应为910万吨，这表明，果汁饮料在中国仍有巨大的发展空间。但是由于大品牌的激烈竞争，使得果汁饮料的价格日益透明化，小型果汁企业和果汁经销商的利润在不断变薄。

随着消费者消费观念的转变，益发重视食品对健康的影响。生产商也着重调整饮料产品结构，果汁饮料所占据的比重越来越大。果汁饮料市场已成为我国食品行业中发展最快的市场之一，在激烈的市场竞争下，如何维持小型企业的生存发展问题，是本文研究的主要目地，同时间接提高本地果农的收入。通过学习和研究市场营销的理论成果，借鉴国内外其他企业的经验教训，对该企业的产品定价策略进行研究分析，解读存在问题的原因。

关键字：海升果汁 市场分析 定价

I

Research on Pricing Strategy of HaiSheng Juice LTD

Abstract

In recent years, our country juice beverage market situation, development and juice is high speed with the rapid rise of the consumer market of health consciousness enhancement inseparable, fruit drinks, especially in pure fruit juice rich in body necessary vitamins and trace elements, so health delicate become juice attract consumers alterations. Although China's population is numerous, but fruit juice consumption is low, the per capita annual consumption less than 1 kilogram, is the world average of 1/10, developed countries average 1/40. The world has reached juice drinks per capita consumption 7 kilograms, if press the world average consumption calculation, our juice market capacity 910 million tons, this suggests that should, fruit drinks in China still has a huge development space. But because the big brand competition, make juice prices increasingly transparent, small juice enterprise and juice distributor profits in continuous thin.

As consumer consumption ideas shift attention to health visibly, and the influence of food. Producers also emphasizes drinks products structure adjustment, the proportion of juice drinks more occupied. Juice drinks market has become China's food industry is one of the fastest developing markets in the intense market competition, next, how to maintain the survival and development of small enterprises, is the main purpose is studied in this paper, and indirectly supporting local growers income. Through the study and research of marketing the theoretical results, referring to other business experience, this enterprise product pricing strategy analysis, interpretation of existing problems cause.

Key word: HaiSheng juice Market Pricin

II