摘要:随着改革开放以来，中国的经济一直是飞速发展，并随着中国加入世界贸易组织和经济全球化的发展，世界各大大型企业纷纷进入中国这个占全球人口五分之一的大市场。不断增加对中国的各种投资。外商的不断进入，不可避免的在商品的质量、品种、服务、和经营等方面展开了激烈的竞争。国内外企业的实践表明，营销策略研究与实施以成为当今企业市场竞争成败的关键因素之一。进入新世纪以来，我国的民营企业发展迅速，饮料行业发展较繁荣，在这一行业，娃哈哈公司是当之无愧的龙头企业。本文以娃哈哈公司为对象，针对其管理和营销方面的实际情况，运用SWOT分析方法，分析软饮料业现状及策略和娃哈哈内外部环境并研究其营销策略，通过研究得出结论并给出相应的建议。通过本文对娃哈哈营销策略的研究，以期能为国内各企业在营销策略上提供新的思路和借鉴，从而对提高企业竞争力发挥积极作用。

关键词：SWOT  营销策略  营销环境  娃哈哈集团

ABSTRACT:With the reform and opening up, China's economy has been rapid development, and with the development of China's accession to the World Trade Organization and the economic globalization, the world's major large-scale enterprises have entered China in the global population of 1/5 big market. Continue to increase investment in china. Foreign investors continue to enter, inevitable in the aspects of product quality, variety, service, and management of the competition. Practice shows that the domestic and foreign enterprises, research and implementation of marketing strategy to become one of the key factors in the success or failure of the enterprise market competition. Since entering the new century, China's private enterprises have developed rapidly, the beverage industry development is prosperous, in this industry, Wahaha company is fully deserve leader. In this paper, the Wahaha Group, according to the actual situation of the management and marketing, using the SWOT analysis method, studies its marketing strategy and analysis of Wahaha and external environment, through the research conclusion and puts forward some corresponding suggestions. Through the research of the Wahaha marketing strategy, with a view to domestic enterprises in the marketing strategy provides a new idea and reference, so as to play a positive role to improve the competitiveness of enterprises.

Keywords: SWOT  Marketing strategy  Marketing environment  Wahaha group

本文将通过对娃哈哈集团的营销策略研究，探讨娃哈哈集团如何根据具体情况，给出相关的建议，以期能给娃哈哈集团以借鉴，制定有效的营销策略，促进公司的发展。同时通过本文对娃哈哈营销策略方案的研究，以期能为国内其他企业在营销策略上提供新的思路和借鉴，从而对提高企业竞争力发挥积极作用。