摘要
进入二十一世纪以来，我国的民营企业发展迅速，软饮料行业繁荣是民营企业昌盛的一个缩影。在这一市场上，作为国内饮料企业的娃哈哈应如何制定有效的管理和营销策略，提高公司管理效率以及产品的市场占有率是企业管理者应该关注的课题。
本文以娃哈哈公司为对象，针对管理和营销工作中的实际情况，综合运用Z理论、SWOT分析方法以及品牌延伸等相关管理和营销理论，通过对公司内外部环境分析，识别出公司面临的机会与威胁以及相对于竞争对手的优势、劣势，最终提出公司的管理策略和营销策略的改进方向。
This paper includes seven parts. The first part, round and meaning, research condition at home and abroad and study ideas for a brief description; The second part,descript the road of Wahaha Group development and the strategic positioning. The third part, used Z theory and SWOT analysis to analysis the managing situation and marketing situation; The fourth part, descript the management and marketing problems, as well as the influence factors. The fifth part, by drawing on relevant experience at home and abroad to get inspiration. The sixth part, make recommendations to improve management strategy marketing strategy of Wahaha Group.The seventh part is the conclusion of this thesis,which summarized the practical problems the paper solved by application of the theoretical knowledge and other problems which still need further study and discussion.
This paper systematically constructed Wahaha managing strategy and marketing strategy, including both managing and marketing framework for strategic analysis, and a clear system strategic plan of action, just as a reference for the beverage industry and even the FMCG industry enterprise's marketing strategy formulation and implementation.
本文系统地构建了娃哈哈集团的管理体系和营销体系，其中既有管理模式和营销模式分析框架，也有明确的改进方向，可以为饮料行业乃至快速消费品企业管理策略和营销策略制执行提供参考。
关键词：管理策略，营销策略，软饮料，娃哈哈集团
ABSTRACT
Enter the twenty-first century, China's private enterprises developed rapidly.Soft drinks industry prosperity is the example of the prosperity of private enterprises.In the soft drink market, Wahaha Group as Domestic beverage business should be how to develop effective management and marketing strategy that will improve the efficiency of corporate governance and product market share ,managers should be concerned about the issue.
This paper based on Wahaha Group, targeted the actual managing work and marketing work, used Z theory, SWOT analysis as well as brand extension and other related management and marketing theory, through the company's external and internal environment analysis, has identified the opportunities and threats, advantages and disadvantage compared to competitors the company face with, finally decide the improving direction of management strategy and marketing strategy.
本论文共包括七个部分，其中第一部分主要就论文选题的背景及意义、国内外研究现状和研究思路进行简要说明；第二部分就娃哈哈集团发展演化之路与战略定位进行阐述及梳理；第三部分分别运用Z理论、SWOT分析对公司的管理模式与营销模式行了详尽的分析；第四部分对娃哈哈集团管理和营销中存在的问题以及影响因素进行了阐述；第五部通过对国内外相关经验借鉴以得到启示；第六部分是对娃哈哈集团管理策略和营销策略改进提出建议；第七部分为本论文的结论部分，总结了本论文运用理论知识所解决的实际问题和有待进一步研究和探讨的问题。