功能性饮料市场营销战略分析-以宝矿力水特为例_英语论文                       

The Marketing Strategy Analysis of Functional Beverage under Internal Version— Pocari Sweat as An Example  

摘要

近几年来,伴随经济保持持续、稳定、快速发展和人民生活水平稳步提高,人们对于健康的诉求越来越强烈。饮料行业进入门槛低及广阔的市场前景，使饮料市场不仅出现商业巨头快速扩张的现象，同时还出现了一些奇特的草本植物饮料，并提出了以绿色养生为特点的新产品，显然饮料不仅要突破它传统的解渴作用，还要达到能满足人们解毒、降火、提高免疫力、远离亚健康等各种保健作用，由此功能性饮料应运而生。根据消费者对功能性饮料的不同理解，各种不同功能的功能性饮料达到满足不同消费群体的需要，从而创造了强大的市场机遇。

本文通过对当前功能性饮料市场的现状和未来发展趋势进行分析,运用SWOT分析法及STP战略理论对日本宝矿力水特进行分析,确定企业的细分市场和市场定位；在此基础上,结合对消费者行为分析制定出针对功能性饮料关于产品、价格、渠道、促销等四方面的营销组合策略。本文将进一步揭示如何把握功能性饮料的正确方向，探索未来功能性饮料的发展战略，以期给功能性饮料带来更大的市场。

关键词：功能性饮料 市场营销 宝矿力水特

Abstract

In recent years, with the sustained, stable, rapid development of economy and the steady improvement of people's living standards, the demand to health is growing increasing strongly. The low entry threshold and broad market prospects of beverage industry facilitate the rapid expansion of business giants, and the emergence of some unique herbal drinks as well as the new produces characterized by green healthcare. Apparently, beverage not only should breakthrough its traditional thirst-quenching function, but also should meet the healthcare requirements of detoxification, reducing fire, improving immunity, away from sub-health, hence functional beverage comes into being. According to the consumer's understanding of functional drinks, various functional drinks can meet the needs of different consumer groups, thus creating a strong market opportunity.

Through the analysis of the present situation and future development trend of the current functional beverage market, this paper analyzes the current situation of Japan's Pocari Sweat by using SWOT analysis method and STP strategy theory to determine the market segment and market positioning of the enterprise. On this basis, combined with the analysis of consumer behavior, the paper develops a marketing mix strategy for functional drinks on products, prices, channels, promotions, etc. This article will further reveal how to grasp the correct direction of functional drinks, to explore the future development strategy of functional beverage, hoping to bring a greater market to the functional drinks.

Key words: Functional beverage  marketing management  Pocari Sweat

Contents

摘要 1

Abstract 2

Chapter 1 Introduction 3

Chapter 2 Functional Beverage Marketing Strategies and Influences 4

2.1 Definition of Functional Beverage 4

2.2 Classification of Functional Beverage 4

2.3 Marketing Strategies 5

2.3.1 Product Strategy 5

2.3.2 Price Strategy 7

2.3.3 Promotion Strategy 8

2.4 Marketing Influences 9

2.4.1 Improve People's Quality of Life 9

2.4.2 Affect and Change the Original Drink 9

Chapter 3 Competitive Characteristics of Functional Beverage Industry 10

Chapter 4 The Development of POCARI SWEAT 12

4.1 Nomenclature 12

4.2 Exploratory Stage 13

4.3 Development Period 13

Chapter 5 Future Development Strategy 15

5.1 Establish Cooperative Partnership with Affiliated Enterprises to Form a Benefit Community 15

5.2 Pay Attention to Implement the Strategy of Influencers’ Relationship Marketing 15

Chapter 6 Conclusion 17

Acknowledgments 18

References 19