红牛定价策略分析.pdfVIP

红牛定价策略分析--第1页 红牛定价策略分析 一、摘要： 红牛（Red Bull）是全球最著名的能量饮料品牌。1966 年诞生于泰国，至今已有 40 年行销历史，凭着卓著的品质和功能，产品行销全球 140 个国家和地区，凭借着强劲的实 力和信誉，“红牛”创造了非凡的业绩，驰皙世界销量第一的功能饮料，2019 年在全球年 销量达 40 亿罐。红牛产品从 1995 年进入中国以来历时 10 余个年头，它是国家卫生部在 同类产品中批准的第一家海外品牌；是卫生部门批准的保健食品，开创了中国功能性饮料 的先河。然而，红牛的销量始终在2 亿罐左右徘徊，一直处于不温不火的状态。红牛却始 终没有像它的名字那样真正的“红”起来、“牛”起来。这是什么原因呢？ 英文摘要： Red Bull is the global most famous energy drink brand .In 1966 was born in Thailand until now already some 40 year marketing history by reason of the outstanding quality and the function the product sells the global 140 countries and the area was relying on the strong strength and the prestige “the red cow” has created the extraordinary achievement became the world sales volume first function drink in 2019 reached 4000000000 pots in the global year sales volume .The red cow product has entered China since 1995 the lasted 10 years it is National Medical department the first overseas brand which authorizes in the similar product; Is health foods which the medical department authorizes founded the Chinese functionality drink beginning of a matter .However the red cows sales volume paces back and forth throughout about 200000000 pots is at not the warm not fire continuously the condition.The red cow throughout has not looked like its name such truely “red” to get up actually “the cow” gets up.What reason is this? 二、关键词 红牛，功能性饮料，定价，营销策划 Red bull functionality drink fixed price marketing plan 三、调研分析 我们团队利用网络、报刊杂志、实地走访等方式在一个月时间内对功能性饮料市场做 了初步的分析。 （一）、市场分析 1.1 功能性饮料宏观市场分析 红牛定价策略分析--第1页 红牛定价策略分析--第2页 中国的功能性饮料正处于市场起步阶段，从1984 年健力宝推出“魔水”到泰国“红 牛”在中国大陆市场现身，再到目前乐百氏的“脉动”，娃哈哈的“激活”以及汇源的