中文摘要随着信息社会的成型，每个人面对的生活工作压力都在增加，随之兴起的便是功能性饮料行业，其提神抗疲劳的特性广受推崇。东鹏特饮作为后起之秀，牢牢抓住市场潮流，十几年间在国内市场占据了一席之地。本文阐释了功能饮料行业的前景及东鹏特饮企业面对的发展空间和来自国内国外的竞争，通过建立在直复营销、软营销、关系营销和整合营销基础上的网络营销策略组合，分别从品牌、网页、产品、价格、促销、渠道、客户服务七个策略层面分析东鹏特饮的网络营销现状，然后对其策略进行解析，发现存在的品牌形象局限、网页搜索排位靠后、网络直销方式单一以及客户服务手段简单的问题，最后分别从这四个方面提出一些可实行的建议，望为企业所用改善网络营销状况。关键词：东鹏特饮 网络营销策略组合 品牌形象 客户服务ABSTRACTWith the coming of the information society, everyone has to face the increasing pressure from work and life. As a result, it has brought the development of energy drinks market. This kind of drinks has been popular because of its function in anti-fatigue and refreshing. Eastroc Super Drink, as a rising star in China, has followed the trend and has had its own place in the market in recent years.This article revealed the future of energy drinks industry, at the same time the developing situation and competitions that Eastroc may get into. By analyzing the network marketing strategies on the basis of direct marketing, soft marketing, relationship marketing and integrated marketing, we found out the online marketing condition of Eastroc in seven aspects which are brand, website, production, price, promotion, place and customer services. Four problems have been detected through evaluating company's strategic actions. They are limitation of brand image, low ranking on search engine, lack in channels of online direct- selling and simpleness for customer services methods. A few feasible suggestions have been given according to the f...
