王老吉凉茶促销策略分析.pdf

王老吉凉茶促销策略分析 摘 要 凉茶是具有悠久历史，极富民族特色的饮品。凉茶作为功能性饮料正在影响 着中国饮料市场格局。其预防上火的功效得到越来越多消费者的认可。王老吉作 为公认的凉茶始祖，带领着凉茶行业的发展崛起。 短短几年间，王老吉由广东地区传统产品，经过准确地实施市场营销策略， 以迅猛的速度鲸吞海量中国市场，发展为整个凉茶行业的领军者。其广告语“怕 上火，喝王老吉”已经传遍大街小巷。成功将预防上火的功效打入消费者心中。 本文是以加多宝集团生产的红罐王老吉凉茶为研究对象，通过对其促销策略 中的广告策略、公共关系策略、销售促进策略、人员推销策略进行分析，找出其 优势和特点。并且对促销过程中存在的问题进行分析，提出适当的解决办法。 希望本文的分析研究对王老吉凉茶今后的发展有一定的帮助作用，同时对其 他凉茶企业的经营管理有借鉴作用。 关键词：促销策略，广告策略，公共关系，销售促进 I 王老吉凉茶促销策略分析 Abstract The cool tea has long history, enriching the beverage of the race special features very much.The cool tea is the function beverage is influence Chinese beverage market structure and form.The effect of the fire gets more and more approbations of consumers on its prevention.WANG LAO JI conduct and actions generally accepted cool tea first ancestor, lead a development of catch cold the tea profession rising. During short and several years, WANG LAO JI from traditional product in Guangdong, pass by to carry out the market marketing strategy accurately, swallow a Chinese market of amount of sea by fast fierce speed whale, the development gets a soldier into the whole cool tea profession.Its advertisement languageafraid top fire, drink WANG LAO JI has already spread streets and alleys.Succeed of the prevention ascend fire of the effect beat into the consumer heart. This text with augment the red bottle of the treasure production tea with cool WANG LAO JI for research object, pass as to its promote sales strategy in of the advertisement strategy,public relations strategy,sale promote the strategy,personnel promotestrategy to carry on analysis, finding out its advantage