XDS酒产品市场营销策略研究

发布时间：2018-01-22 05:51

  本文关键词： 养生保健 酒产品 市场营销 营销策略　出处：《广西大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着国民收入的不断增加,生活节奏的加快,工作、生活、环境带来的压力日益严峻,各种食品安全问题屡见报道,从毒奶粉、地沟油、牛肉膏、添加门、明矾油条等报道触目惊心；为了保障高品质的生活,消费者越来越关注健康、养生和营养相关的食品和饮品；不但关注口感、营养、包装,更希望它们具有某种特殊的功效。XDS酒产品四个百分百承诺：100%不添加防腐剂、100%不添加色素、100%不添加糖或蜂蜜或甜味剂、100%无酒精勾兑,纯天然,得到消费者的欢迎；保健酒市场上大多数市场份额,已被中国劲酒、椰岛鹿龟酒,张裕至宝三鞭,致中和等老牌保健酒公司瓜分,五粮液的龙虎酒和茅台的不老酒也纷纷进军保健酒领域,这类产品竞争越发激烈。XDS酒产品,经广西自治区产品质量监督检验研究院出具的检验报告中提到的,目前已检出XDS功能饮品富含21种氨基酸及31种活性营养素等高活性营养物,使本品具有抗疲劳、抗衰老、修复和再生细胞、增强免疫力之功效,是养生保健之佳品。但经过一段时期的营销推广,受到内部与外部多方因素的影响,销售情况不佳。本文分析了XDS酒产品的生存现状、内部状况分析、行业营销环境以及XDS企业在行业环境中所要面临的机遇、挑战和威胁综合分析后,给XDS酒产品市场再定位、对市场精细化细分后定位,最后提出了XDS酒产品一系列营销策略组合和实施保障措施。希望通过针对XDS酒产品营销策略的一些研究,能够对XDS企业的发展提供一些帮助和参考。
[Abstract]:With the increasing of national income and the quickening of life rhythm, the pressure brought by work, life and environment is increasingly severe. Various food safety problems are reported frequently, from poisonous milk powder, gutter oil, beef paste, add door. Alum fillet and other reports shocking; In order to ensure a high quality of life, consumers are increasingly concerned with health, health and nutrition-related foods and drinks; Not only focus on taste, nutrition, packaging, but also hope they have a special effect. XDS wine products promise 100% no preservatives 100% no pigment added. 100% do not add sugar or honey or sweetener 100% alcohol blending, pure natural, welcomed by consumers; Health wine market share of most of the market, has been Chinese strong wine, coconut island deer turtle wine, Changyu to treasure three whips, to Zhongzhong and other established health wine companies divided up. Wuliangye's Longhu wine and Maotai's unripe wine have also entered the field of health wine, such products are increasingly competitive. XDS wine products. According to the inspection report issued by the Research Institute of Product quality Supervision and Inspection of Guangxi Autonomous region, XDS functional drinks have been found to be rich in 21 kinds of amino acids and 31 kinds of active nutrients and other high active nutrients. This product has the effect of anti-fatigue, anti-aging, repairing and regenerating cells and enhancing immunity. But after a period of marketing and promotion, it is influenced by internal and external factors. This article analyzes the existing situation of XDS wine products, internal situation analysis, industry marketing environment and XDS enterprises in the industry environment to face opportunities, challenges and threats after comprehensive analysis. To the XDS wine product market re-positioning, market refinement after the positioning. Finally, this paper puts forward a series of marketing strategies combination and implementation guarantee measures for XDS wine products. It is hoped that some research on the marketing strategies of XDS wine products will be carried out. Can provide some help and reference to the development of XDS enterprise.
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.82;F274

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本文编号：1453871