元気森林的营销策略研究元気森林的营销策略研究摘要随着社会经济不断发展，饮料产品已经成为了人民群众饮食结构中不可缺少的一部分。近年来，我国饮料行业不断发展，在生产技术上不断突破，市场上的饮品种类也越来越丰富。与此同时，饮料市场也出现了各种问题，如市场进入者越来越多、产品同质化严重以及产能过剩等。元気森林在这种市场环境下做到突破，在饮料市场中占有一席之地。本论文通过对我国饮料行业、饮料市场进行相关的分析，以元気森林为研究对象，对其营销环境、STP策略以及4P营销组合策略进行研究，发现元気森林营销中存在的问题，然后给出相应的建议，以提高其市场知名度及市场占有率，促进企业更好地发展。关键词：元気森林;饮料行业;营销策略北京理工大学珠海学院2020届本科生毕业论文ResearchonMarketingStrategyofYuanqisenlinAbstractWiththecontinuousdevelopmentofsocietyandeconomy,beverageproductshavebecomeanindispensablepartofthedietstructureofthepeople.Inrecentyears,Chinesebeverageindustryhascontinuedtodevelop,withcontinuousbreakthroughsinproductiontechnology,andthetypesofbeveragesonthemarkethavebecomemoreandmoreabundant.Atthesametime,variousproblemshavealsoappearedinthebeveragemarket,suchastheincreasingnumberofmarketentrants,theserioushomogeneityofproducts,andtheovercapacity.Yuanqisenlinhasmadeabreakthroughinthismarketenvironmentandhasaplaceinthebeveragemarket.ThispaperanalyzesChina'sbeverageindustryandbeveragemarket,andtakesYuanqisenlinasitsresearchobjecttostudyitsmarketingenvironment,STPstrategyand4Pmarketingcombinationstrategy.ItfindsproblemsinYuanqisenlinmarketing,andthengivescorrespondingSuggestionstoincreaseitsmarketvisibilityandmarketshareandpromote北京理工大学珠海学院2020届本科生毕业论文betterdevelopmentoftheenterprise.Keywords:Yuanqisenlin;Beverageindustry;Marketingstrategy目录一、引言.............................................................................1（一）研究背景.....................................................................1（二）研究现状.....................................................................1（三）研究意义.....................................................................2二、我国饮料市场现状及发展趋势分析...................................................2（一）饮料市场现状分析.............................................................2（二）饮料市场发展趋势分析.........................................................3三、元気森林背景介绍及营销环境分析...................................................4（一）元気森林的背景介绍...........................................................4（二）元気森林的营销环境分析.......................................................51.宏观环境分析...................................................................52.微观环境分析...................................................................6四、元気森林的SWOT分析..............................................................8北京理工大学珠海学院2020届本科生毕业论文（一）优势.........................................................................8（二）劣势.........................................................................8（三）机会.........................................................................8（四）威胁.........................................................................9五、元気森林的STP策略分析...........................................................9（一）市场细分.....................................................................9（二）目标市场选...
