H集团饮料新产品营销策略研究StudyonMarketingStrategyofNewBeverageProductsofHGroup摘要饮料在人们的日常生活中越来越不可或缺，不同的饮料对人体有不同的功效。随着饮料工业的发展和消费者需求的多样化，饮料的作用已从最基本的补水止渴，增加了诸如抗疲劳、补充维生素、补充氨基酸、补充蛋白质等等应用功效。饮料不单单作为一种产品供人们使用，也成为一种文化承载和生活方式的体现。本文主要结合作者十多年的饮料行业从业经验，对国内外饮料市场环境进行分析之后，再对国内功能饮料巨头H集团的新产品营销策略进行研究。在研究中运用所学的SWOT分析模型法、4P理论等等方法，对饮料新产品的市场环境进行分析，对饮料新产品的产品、渠道、价格、促销策略进行分析，从而得出饮料新产品在营销过程中的一般性策略结论。近几年来，国内饮料企业的快速发展大家也是有目共睹。为了更加契合消费者的需求和赢得市场利润，各大中小饮料企业都不同程度的致力于新产品的研发和营销，新产品层出不穷，但是能够持续生存下来的却是凤毛麟角。这不乏一些企业营销人员没有认真研究市场环境和消费者人群，营销策略也有待进一步改进。市场环境和消费者都在不断的发展改变，企业只有运用科学的方法制定可行的营销策略，才能使生产出来的产品被市场接受，企业才能获得利润而进行更多的新产品研究和市场投入，来不断满足人们愈加复杂的消费需求。关键词：饮料，新产品，营销策略AbstractDrinksarebecomingmoreandmoreindispensableinpeople'sdailylife.Differentdrinkshavedifferenteffectsonhumanbody.Withthedevelopmentofthebeverageindustryandthediversificationofconsumerdemand,thefunctionofbeveragehasincreasedfromthemostbasicwatersupplementtothirstrelief,suchasanti-fatigue,vitaminsupplement,aminoacidsupplement,proteinsupplementandsoon.Beverageisnotonlyaproductforpeopletouse,butalsoamanifestationofculturalcarryingandlifestyle.Basedontheauthor'smorethantenyears'experienceinbeverageindustry,thispaperanalyzedthedomesticandforeignbeveragemarketenvironment,andthenstudiedthenewproductmarketingstrategyofHGroup,thedomesticfunctionalbeveragegiant.Inthestudy,theSWOTanalysismodelmethod,4Ptheoryandothermethodswereusedtoanalyzethemarketenvironmentofnewbeverageproducts,andtheproducts,channels,pricesandpromotionstrategiesofnewbeverageproductswereanalyzed,soastodrawgeneralstrategicconclusionsinthemarketingprocessofnewbeverageproducts.Inrecentyears,therapiddevelopmentofdomesticbeverageenterprisesisalsoobvioustoall.Inordertobettermeettheneedsofconsumersandwinmarketprofits,majorsmallandmedium-sizedbeverageenterprisesarecommittedtothedevelopmentandmarketingofnewproductstovaryingdegrees.Newproductsemergeinendlessly,butfewcansurvive.Thisisnotalackofsomeenterprisemarketingpersonneldidnotseriouslystudythemarketenvironmentandconsumergroups,marketingstrategiesalsoneedtobefurtherimproved.Marketenvironmentandconsumersareconstantlychanging.Onlybyusingscientificmethodstoformulatefeasiblemarketingstrategiescanenterprisesmakenewproductsacceptedbythemarketandconsumers.Onlybymakingprofitscanenterprisesconductmorenewproductresearchandmarketinvestmenttocontinuouslymeetpeople'sincreasinglycomplexconsumptionneeds.Keywords:Drinks,Newproducts,Marketingstrategy目录第一章绪论...............................................................................................11.1饮料概述..........................................................................................................11.2饮料分类分析..................................................................................................11.3研究背景和意义.......................................
