互联网背景下软饮料品牌定位及推广研究 ——以康师傅绿茶为例摘 要近年来,随着经济和互联网的发展,软饮料行业也随之发展迅速,人民生活方式发生了改变,人民生活水平逐渐提高伴随着消费者健康观念也逐渐增强,在此背景下,饮品企业需要适应网络时代的变化，做好品牌定位及推广策略是非常有必要的，软饮料企业才能在激烈的市场竞争中占据一席之地。本文主要以康师傅绿茶为例，通过了解国内外软饮料的研究现状、总结康师傅绿茶的发展历程、分析康师傅绿茶所处的营销环境、对康师傅绿茶进行 SWOT 分析并且分析康师傅绿茶的品牌定位及推广策略，并对康师傅绿茶的推广策略提出存在的问题和改进建议，给软饮料企业在品牌定位及推广策略新的启示，希望软饮料企业能够做到突出品牌个性、重视销售促进活动、关注消费者需求、注重广告传播等，对软饮料企业提高核心竞争力具有一定的参考价值，能够使其发展壮大，做大做强。关键词：软饮料行业；品牌定位；品牌推广IAbstractIn recent years, with the development of economy and the Internet, the soft drink industry has also developed rapidly. The people's lifestyle has changed. The people's living standard has gradually improved and the consumer's health concept has also gradually strengthened. Under this background, beverage enterprises need to adapt to the changes of the Internet era, and it is very necessary to do a good job in brand positioning and promotion strategies. Only in this way can soft drink enterprises occupy a place in the fierce market competition. This article mainly takes Kang Shifu green tea as an example, through understanding the research status of soft drinks at home and abroad, summarizing the development process of Kang Shifu green tea, analyzing the marketing environment in which Kang Shifu green tea is located, conducting SWOT analysis on Kang Shifu green tea and analyzing the brand positioning and promotion strategy of Kang Shifu green tea, and putting forward the existing problems and improvement suggestions on ...
