“东方树叶”的营销组合策略研究.docVIP

摘 要 基于软饮料竞争加强、产品同质化严重、产品缺乏创新等因素中老年有望成为饮料市场的新宠ABSTRACT Because of the increased competition, serious homogeneity products, lack of product innovation and other factors among the soft drinks business, the beverage industry for the young consumer groups has increasingly been a saturated market. Product competition has increasingly changed to channel competition, the concept of “channel is everything” begins to get widely market authentication. Along with the rapid development of social economy and the improvement of peoples consumption level in our country, the conscience of targeting consumers’ pursuit for natural health care are gradually to increase , the consumption concepts of green, healthy and natural is also increasingly popular. At the same time, with the increasing of Chinas aging trend, the future pattern of sales momentum would extend to the higher age has become more obvious, the older groups is expected to become the new darling of the beverage market, which led directly to the soft drinks market’s competition begin to extend to the older age groups. Then, how to extend the product line to a higher age while keeping the big cake of the young market has undoubtedly become the new competition theme for beverage companies. Perhaps it is just for the correct understanding of the market trend, in line with the principle of reserve pipeline, Nongfushanquan’s new product ——Dongfangshuye tea drink series formally entering the market in the summer of 2011, 100% natural extracted from tea, no sugar, zero calories become the Dongfangshuye’s three most attractive labels. To prove the necessity and feasibility of Nongfushanquan’s joining in tea beverage market, this paper will firstly take an analysis on the current development of the tea beverage market, especially its growth potency and competition situation; Then followed by the enterprises own SWOT analysis, we will try to explore its competitive advantages and the market opportunities its facing; At last, we