LK公司功能饮料新产品开发与市场推广策略

发布时间：2018-01-16 08:13

本文关键词：LK公司功能饮料新产品开发与市场推广策略　出处：《华东理工大学》2013年硕士论文　论文类型：学位论文

【摘要】：功能食品代表着21世纪食品的一种发展潮流。它的诞生和发展不仅反映了现代人们对自身健康的一种觉醒,而且也是人类面对现代文明所带来的一些危机的一种对策,同时也反映了人们返璞归真、重新崇尚药食同源的理念。随着人们生活水平的提高,饮料的消费,对于很多人来说,已经是一种习惯。而功能性饮料具有某些方面的独特功效,为人体补充所需营养,或者是帮助解决某类问题,达到一定的保健效果,其市场潜力极大。研究过程中,作者采用了问卷调查、市场观察、人员访谈、资料查阅、网络收集相关数据的调研方法收集相关的信息、数据,为LK公司新产品的开发与市场推广提供相关的市场信息和理论依据。通过功能性饮料市场的整体分析和总结,结合目前市场实际运营需要,确立LK公司一个品牌一种产品的单品突破策略。在确定了产品策略的基础上,进行市场调研、市场细分、市场选择、产品定位、目标市场的选择,同时提出了具体的以市场营销为中心的4P营销组合策略。本论文是一个真实案例,结合目前国内功能饮料市场的特殊情况,从企业战略的角度进行了分析和梳理,为LK公司快速进入国内的功能饮料市场提供有益支持和策略性建议,对推进LK公司功能饮料在国内市场的销售有一定的指导意义。为关注国内饮料终端市场的中小企业提供一套相对可行的解决方案,并为业界提供相似的市场战略和运作规范。另外,本文中用到的分析方法和思路能对其他的饮料生产企业在制定市场营销战略时起到一定的借鉴作用
[Abstract]:Functional food represents a trend of food development in 21th century. Its birth and development not only reflect the awakening of modern people to their own health. And it is also a kind of countermeasure that human face some crisis brought by modern civilization, also reflect people return to nature, advocate the concept of medicine and food homology again. With the improvement of people's living standard, the consumption of beverage. For many people, it is already a habit, and functional drinks have certain unique effects, supplement the body with the necessary nutrition, or help solve certain problems, to achieve certain health care effects. Its market potential is enormous. In the course of the study, the author used questionnaire, market observation, personnel interviews, data access, network collection of relevant data research methods to collect relevant information, data. To provide relevant market information and theoretical basis for the development and promotion of new products of LK Company. Through the overall analysis and summary of the functional beverage market, combined with the actual operation needs of the current market. On the basis of determining the product strategy, carry out market research, market segmentation, market selection, product positioning, target market selection. At the same time, the 4 P marketing combination strategy centered on marketing is put forward. This paper is a real case, combined with the current special situation of the domestic functional beverage market, from the perspective of corporate strategy to analyze and comb. To provide useful support and strategic advice for LK to quickly enter the domestic market of functional drinks. To promote the LK company to promote the sales of functional drinks in the domestic market has a certain guiding significance, for the domestic beverage terminal market for small and medium-sized enterprises to provide a set of relatively feasible solutions. In addition, the analytical methods and ideas used in this paper can be used as a reference for other beverage manufacturers in formulating marketing strategies.
【学位授予单位】：华东理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：TS275;F426.82

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