娃哈哈启力饮料的营销策略分析
Analysis of Wahaha Qili Beverage Marketing Strategy
Abstract：Qili -- Wahaha Group "pregnancy" three years, hard to produce the first paragraph functional beverage. With the "China dream show" and "Chinese good voice" the popularity of the program, it has rapidly achieved certain results in the market as a "new" identity, using the full three-dimensional advertising, market preferential policies, as well as the powerful sales channels that Wahaha Group to it,.But the Qili is still in the product investment period, and still remain a lot of issues,such as homogenization, brand image fuzzy and so on. Therefore, this paper will introduce the functional drinks' marketing strategy as the example of the Qili, and find possible problems and deficiencies.Finally,we will put forward some countermeasures and suggestions, hoping to provide reference for Wahaha Group’s rapid development in the functional beverage market in the future.
Key Words:Wahaha Group;Functional Beverage;Qili; Marketing Strategy.
目 录
摘 要 1
Abstract 1
一、相关理论概述 2
（一）市场营销策略的概念 2
（二）影响市场营销策略的因素 3
二、娃哈哈集团及启力饮料市场背景介绍 3
（一）娃哈哈集团及其发展历程简介 3
（二）功能性饮料行业现状分析 4
（三）娃哈哈启力饮料市场现状分析 5
三、娃哈哈启力饮料的营销策略分析 5
（一）产品策略 5
（二）渠道策略 6
（三）价格策略 7
（四）促销策略 7
四、娃哈哈启力饮料营销策略中存在的问题 8
（一）产品定位模糊 8
（二）终端落点不准 9
（三）宣传重点不清 9
（四）广告创意平淡 9
五、娃哈哈启力饮料营销策略的优化建议 9
（一）定位功能饮料，分享市场扩大成果 9
（二）开发特殊渠道，提高产品销量 10
（三）优化产品卖点，实施品牌形象差异化策略 10
（四）改善创意水平，提升产品形象 11
参考文献 13
致谢 14
娃哈哈启力饮料的营销策略分析
前言
改革开放的春风打开了中国的大门，国内各行各业一片欣欣向荣，饮料行业也是如此，发展迅速，市场份额急剧增长。然而，随着人们生活水平的提高，消费者对饮料的诉求点也不断发生着改变。现如今人们不再仅仅追求饮料的“解渴，好喝”，“健康，营养，安全，趣”被视为饮料行业的发展新标杆。顺应现代人生活节奏加快，精神压力增大的需求，一种以提神抗疲劳，让人精神兴奋为特点的功能饮料开始逐渐进入人们的视野。
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