蘑菇多元素功能饮料STP分析

发布时间：2018-04-18 22:15

本文选题：功能饮料 + 蘑菇多元素功能饮料　；参考：《河北工业大学》2014年硕士论文

【摘要】：蘑菇多元素功能饮料作为国际新品，以其菌药杂交的独特性质开创了食用菌饮料行业的新品类。鉴于蘑菇多元素功能饮料属于一款全新开发、研制的新型功能饮料品类，并且取得了国家专利认证，产品已经由试验研发过程步入投产、入市阶段。所以，在这一阶段对产品进行STP分析有利于企业准确的选择目标市场并制定相应的市场营销策略，同时也有利于企业发掘市场机会，开拓新市场，进而也有利于企业集中现有的人力、物力投入到目标市场当中。本文主要是针对一种新型功能饮料——蘑菇多元素功能饮料进行STP分析。首先介绍了蘑菇多元素功能饮料的研究背景，并对目标市场中的竞争对手进行确定与分析，并调研竞争对手目前在顾客心目中的形象地位，在目标市场中受欢迎程度，然后将蘑菇多元素功能饮料与潜在竞争对手进行对比，从中找出本产品独特的竞争优势，明确能最大化突出蘑菇饮料与目前市场上其他功能饮料的与众不同的产品特点，为后续研究打下基础。其次，，对蘑菇多元素功能饮料产品进行介绍。最后，从消费者年龄、消费行为及心里等多维度对饮料市场进行细分，通过对消费者市场细分的深入剖析确定了蘑菇多元素功能饮料的市场定位，明确本产品适合30至60岁患有“富贵病”的人群饮用。希望通过本文的写作能够给读者，特别是共同研究创新产品市场定位的学者们起到一定的借鉴与共勉作用。
[Abstract]:As a new international product, mushroom multielement functional beverage has opened up a new category of edible fungus beverage industry because of its unique characteristics of drug hybridization.In view of the fact that the mushroom multielement functional beverage belongs to a brand new type of functional beverage, it has obtained the national patent certification, and the product has been put into production and entered the market stage from the process of experimental research and development.Therefore, STP analysis of products at this stage is helpful for enterprises to accurately select target markets and formulate corresponding marketing strategies, and also for enterprises to explore market opportunities and open up new markets.In turn, it is also conducive to the concentration of existing human and material resources into the target market.In this paper, a new type of functional beverage, mushroom multielement functional beverage, was analyzed by STP.This paper first introduces the research background of mushroom multi-element functional beverage, determines and analyzes the competitors in the target market, and investigates the image status of the competitor in the customer's mind, and the popularity of the competitor in the target market.Then compare the mushroom multi-element functional beverage with the potential competitors, and find out the unique competitive advantage of this product, which can clearly maximize the characteristics of the mushroom beverage and other functional drinks in the market.To lay the foundation for the follow-up study.Secondly, the product of mushroom multi-element functional beverage is introduced.Finally, the beverage market is segmented from the aspects of consumer age, consumer behavior and mind, and the market orientation of mushroom multi-element functional beverage is determined through the in-depth analysis of consumer market segmentation.Clear that this product is suitable for 30 to 60 years of age suffering from "rich and noble disease" people drinking.It is hoped that the writing of this paper can give readers, especially the scholars who study the market orientation of innovative products together, a certain reference and common role.
【学位授予单位】：河北工业大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.82

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