本文關(guān)鍵詞：LK公司功能飲料新產(chǎn)品開(kāi)發(fā)與市場(chǎng)推廣策略　出處：《華東理工大學(xué)》2013年碩士論文　論文類(lèi)型：學(xué)位論文

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【摘要】：功能食品代表著21世紀(jì)食品的一種發(fā)展潮流。它的誕生和發(fā)展不僅反映了現(xiàn)代人們對(duì)自身健康的一種覺(jué)醒,而且也是人類(lèi)面對(duì)現(xiàn)代文明所帶來(lái)的一些危機(jī)的一種對(duì)策,同時(shí)也反映了人們返璞歸真、重新崇尚藥食同源的理念。隨著人們生活水平的提高,飲料的消費(fèi),對(duì)于很多人來(lái)說(shuō),已經(jīng)是一種習(xí)慣。而功能性飲料具有某些方面的獨(dú)特功效,為人體補(bǔ)充所需營(yíng)養(yǎng),或者是幫助解決某類(lèi)問(wèn)題,達(dá)到一定的保健效果,其市場(chǎng)潛力極大。 研究過(guò)程中,作者采用了問(wèn)卷調(diào)查、市場(chǎng)觀察、人員訪談、資料查閱、網(wǎng)絡(luò)收集相關(guān)數(shù)據(jù)的調(diào)研方法收集相關(guān)的信息、數(shù)據(jù),為L(zhǎng)K公司新產(chǎn)品的開(kāi)發(fā)與市場(chǎng)推廣提供相關(guān)的市場(chǎng)信息和理論依據(jù)。通過(guò)功能性飲料市場(chǎng)的整體分析和總結(jié),結(jié)合目前市場(chǎng)實(shí)際運(yùn)營(yíng)需要,確立LK公司一個(gè)品牌一種產(chǎn)品的單品突破策略。在確定了產(chǎn)品策略的基礎(chǔ)上,進(jìn)行市場(chǎng)調(diào)研、市場(chǎng)細(xì)分、市場(chǎng)選擇、產(chǎn)品定位、目標(biāo)市場(chǎng)的選擇,同時(shí)提出了具體的以市場(chǎng)營(yíng)銷(xiāo)為中心的4P營(yíng)銷(xiāo)組合策略。 本論文是一個(gè)真實(shí)案例,結(jié)合目前國(guó)內(nèi)功能飲料市場(chǎng)的特殊情況,從企業(yè)戰(zhàn)略的角度進(jìn)行了分析和梳理,為L(zhǎng)K公司快速進(jìn)入國(guó)內(nèi)的功能飲料市場(chǎng)提供有益支持和策略性建議,對(duì)推進(jìn)LK公司功能飲料在國(guó)內(nèi)市場(chǎng)的銷(xiāo)售有一定的指導(dǎo)意義。為關(guān)注國(guó)內(nèi)飲料終端市場(chǎng)的中小企業(yè)提供一套相對(duì)可行的解決方案,并為業(yè)界提供相似的市場(chǎng)戰(zhàn)略和運(yùn)作規(guī)范。另外,本文中用到的分析方法和思路能對(duì)其他的飲料生產(chǎn)企業(yè)在制定市場(chǎng)營(yíng)銷(xiāo)戰(zhàn)略時(shí)起到一定的借鑒作用
[Abstract]:Functional food represents a trend of food development in 21th century. Its birth and development not only reflect the awakening of modern people to their own health. And it is also a kind of countermeasure that human face some crisis brought by modern civilization, also reflect people return to nature, advocate the concept of medicine and food homology again. With the improvement of people's living standard, the consumption of beverage. For many people, it is already a habit, and functional drinks have certain unique effects, supplement the body with the necessary nutrition, or help solve certain problems, to achieve certain health care effects. Its market potential is enormous. In the course of the study, the author used questionnaire, market observation, personnel interviews, data access, network collection of relevant data research methods to collect relevant information, data. To provide relevant market information and theoretical basis for the development and promotion of new products of LK Company. Through the overall analysis and summary of the functional beverage market, combined with the actual operation needs of the current market. On the basis of determining the product strategy, carry out market research, market segmentation, market selection, product positioning, target market selection. At the same time, the 4 P marketing combination strategy centered on marketing is put forward. This paper is a real case, combined with the current special situation of the domestic functional beverage market, from the perspective of corporate strategy to analyze and comb. To provide useful support and strategic advice for LK to quickly enter the domestic market of functional drinks. To promote the LK company to promote the sales of functional drinks in the domestic market has a certain guiding significance, for the domestic beverage terminal market for small and medium-sized enterprises to provide a set of relatively feasible solutions. In addition, the analytical methods and ideas used in this paper can be used as a reference for other beverage manufacturers in formulating marketing strategies.
【學(xué)位授予單位】：華東理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：TS275;F426.82

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