摘 要
基于软饮料企业之间竞争加强、产品同质化严重、产品缺乏创新等因素，饮料行业面向年轻消费群体的市场日趋饱和，产品竞争也日益向渠道竞争转变，渠道为王这一概念开始得到市场广泛的认证。随着我国社会经济的快速发展和人民消费水平的提高，目标顾客群追求自然保健的意识也在逐步增强，绿色、健康、天然的消费理念日渐深入人心。与此同时，随着我国老龄化态势的加剧，未来的销售格局向较高年龄层延伸的势头也日渐明显，中老年群体有望成为饮料市场的新宠，这就直接导致软饮料市场竞争格局开始逐步向中老年群体延伸。那么，如何在守住年轻市场这块大蛋糕的同时实现产品线向更高年龄层的延伸无疑就成为了饮料企业新的竞争主题。或许正是出于对这一市场发展趋势的正确把握，本着预留管线的原则，农夫山泉新品“东方树叶”茶饮料系列在2011年的夏季正式进入市场，100%茶叶自然抽出、不含糖、零卡路里成为了“东方树叶”最亮眼的三道标签。
本文首先将就茶饮料市场的发展现状、增长潜力和竞争状况进行分析，并以此来论述农夫山泉加入茶饮料混战的必要性和可行性；其次通过对企业自身的SWOT分析，发掘企业的竞争优势和面临的市场机会；最后着力于找出农夫山泉“东方树叶”当前营销模式的短板，并在结
合农夫自身优势和总结过往营销经验的基础上，以新的市场定位为突破口来重整农夫“东方树叶”茶饮料的营销组合策略。
通过本文对农夫山泉新品营销策略的整合研究，最终意在为饮料行业新品未来的产品定位和整合营销提供一些有价值的共性准则。感谢妈妈的作文
关键词：农夫山泉，东方树叶，新品营销，市场定位，营销组合策略
ABSTRACT
Becau of the incread competition, rious homogeneity products, lack of product innovation and other factors among the soft drinks business, the beverage industry for the young consumer groups has increasingly been a saturated market. Product competition has increasingly changed to channel competition, the concept of “channel is everything” begins to get widely market authentication. Along with the rapid development of social economy and the improvement of people's consumption level in our country, the
conscience of targeting consumers’ pursuit for natural health care are gradually to increa , the consumption concepts of green, healthy and natural is also increasingly popular. At the same time, with the increasing of China's aging trend, the future pattern of sales momentum would extend to the higher age has become more obvious, the older groups is expected to become the new darling of the beverage market, which led directly to the soft drinks market’s competition begin to extend to the older age groups. Then, how to extend the product line to a higher age while keeping the big cake of the young market has undoubtedly become the new competition theme for beverage companies. Perhaps it is just for the correct understanding of the market trend, in line with the principle of rerve pipeline, Nongfushanquan’s new product ——"Dongfangshuye" tea drink ries formally entering the market in the summe预言诗r of 2011, 100% natural extracted from tea, no sugar, zero calories become t拜年作文600字he Dongfangshuye’s three most attractive labels.
To prove the necessity and feasibility of Nongfushanquan’s joining in tea beverage market, this paper will firstly take an analysis on the current development of the tea bever
age market, especially its growth potency and competition situation; Then followed by the enterpri's own SWOT analysis, we will try to explore its competitive advantages and the market opportunities its facing; At last, we will do our best to find the short board for the current marketing model of Nongfushanquan’s new tea beverage— “Dongfangshuye”, Through in combination with Nongfushanquan's own advantages and its past marketing experience, Our restructure its marketing mix strategy by taking a new market positioning as a breakthrough.
Through the integration rearch of the marketing mix strategy for Nongfushanquan’s new product in this paper, our ultimate goal is to provide some valuable common criteria of product positioning and integrated marketing for the beverage industry.
Key words： Nongfushanquan, Dongfangshuye, New Product Marketing, Market positioning, Marketing mix strategies
目 录
中文摘要 ……………………………………………………………………………………Ⅰ
ABSTRACT…………………………………………………………………………………Ⅱ
目录 …………………………………………………………………………………………Ⅲ
图表目录 ……………………………………………………………………………………Ⅴ
1、导论 ………………………………………………………………………………………1
1.1选题背景和问题的提出…………………………………………………………………1
1.1.1选题背景面试注意事项…………………………………………………………………………1
1.1.2问题的提出………………………………………………………………………1
1.2研究目的及意义…………………………………………………………………………2
1.2.1研究目的…………………………………………………………………………2
1.2.2研究意义…………………………………………………………………………2
1.3相关文献概述……………………………………………………………………………2
1.3.1营销的概念………………………………………………………………………2
1.3.2品牌定位员工岗位职责…………………………………………………………………………3
1.3.3营销组合策略……………………………………………………………………4
1.4研究思路及方法…………………………………………………………………………5
1.4.1研究思路…………………………………………………………………………5
1.4.2研究方法…………………………………………………………………………禁的拼音组词5
1.5研究重难点………………………………………………………………………………6
2、茶饮料行业分析………………………………………………………………………7
2.1茶饮料行业发展现状和未来增长潜力…………………………………………………7
小班体育
2.1.1茶饮料行业发展现状……………………………………………………………7
2.1.2茶饮料行业未来增长潜力………………………………………………………7
2.2茶饮料行业竞争状况……………………………………………………………………8
2.3主要茶饮料行业巨头的营销优势………………………………………………………9
2.3.1康师傅的营销优势八仙过海读后感………………………………………………………………9
2.3.2统一的营销优势…………………………………………………………………9
2.3.3王老吉的营销优势………………………………………………………………9
2.3.4娃哈哈的营销优势………………………………………………………………10
3、相关茶饮料企业的营销策略分析 ……………………………………………11
3.1王老吉凉茶的营销策略…………………………………………………………………11
3.2可口可乐原味茶的营销策略……………………………………………………………12
3.3对相关企业营销策略的经验总结………………………………………………………13
4、东方树叶当前营销现状分析……………………………………………………15
4.1产品当前营销定位………………………………………………………………………15
4.2产品营销组合策略………………………………………………………………………15
4.3营销成效…………………………………………………………………………………16
4.4当前营销模式存在的主要问题…………………………………………………………16
