我国运动饮料营销策略辩析.doc

我国运动饮料市场营销策略研究 姜旭东 彭多福 彭多富 （内蒙古师范大学体育学院，内蒙古 呼和浩特 010010 河北师范大学体育学院，河北 石家庄 050024） 作者简介：姜旭东1989年出生，男，在读硕士研究生。研究方向：运动人体科学。彭多福，1988年出生，女，在读硕士研究生。研究方向：运动人体科学。彭多富，1988年出生，女，在读硕士研究生。研究方向：体育教学。 摘 要：运动饮料在人们的日常生活中扮演着越来越重要的角色，运动饮料可以改善运动时人体的内环境，提高运动后的免疫力、恢复能力，增强机体的抗疲劳能力，使人体在运动过程中充满活力，延长机体在运动过程中疲劳的出现时间，增强运动过程中的愉悦感。因此，研究和开发功能饮料具有相当重要的意义。饮料作为市场上的一支力量，它正以自己独特的魅力吸引着消费者 title: a research on the marketing strategy of sports drink in CHINA Jiang Xudong Peng Duofu Peng Duofu (Physical Education College of Inner Mongolia Normal University, Inner Mongolia Hohhot 010010 Physical Education College of Hebei Normal University, Hebei Shijiazhuang 050024) Author brief introduction: Jiang Xudong, male, born in 1989, master. Research interests: human movement science. Peng Duofu, born in 1988, female. Research interests: human movement science. Peng Duofu, born in 1988, female. Research interests: gym teaching. Abstract: In the fierce competition market, the way of selling the products has been the ultimate goal of all operators. In foreign countries, sports drinks have been a part of peoples life. However, the people are not aware of the benefits of sports drinks in China. With people life rhythm accelerating, labor and social life make people get terribly fatigued, but in such a stressful environment, people are unable to alleviate this fatigue visa the proper rest. More and more people chose smoking, drinking and other ways to eliminate fatigue. However, these methods alleviate the symptoms of fatigue, even cause serious destroy to the body. Drinking sports drinks can not only effectively eliminate fatigue but also replenish nutrients lost from the body. Therefore, making a research about the development and functions of sports has a very important significance. At the same time, sports drinks as a force in the market, it is to its own unique charm to attract consumers. This thesis analyzes the market development status, the prospect of sports drinks and marketing strategy in China.