本文選題：功能飲料 + 蘑菇多元素功能飲料　； 參考：《河北工業(yè)大學(xué)》2014年碩士論文

【摘要】：蘑菇多元素功能飲料作為國際新品，以其菌藥雜交的獨特性質(zhì)開創(chuàng)了食用菌飲料行業(yè)的新品類。鑒于蘑菇多元素功能飲料屬于一款全新開發(fā)、研制的新型功能飲料品類，并且取得了國家專利認(rèn)證，產(chǎn)品已經(jīng)由試驗研發(fā)過程步入投產(chǎn)、入市階段。所以，在這一階段對產(chǎn)品進行STP分析有利于企業(yè)準(zhǔn)確的選擇目標(biāo)市場并制定相應(yīng)的市場營銷策略，同時也有利于企業(yè)發(fā)掘市場機會，開拓新市場，進而也有利于企業(yè)集中現(xiàn)有的人力、物力投入到目標(biāo)市場當(dāng)中。 本文主要是針對一種新型功能飲料——蘑菇多元素功能飲料進行STP分析。首先介紹了蘑菇多元素功能飲料的研究背景，并對目標(biāo)市場中的競爭對手進行確定與分析，并調(diào)研競爭對手目前在顧客心目中的形象地位，在目標(biāo)市場中受歡迎程度，然后將蘑菇多元素功能飲料與潛在競爭對手進行對比，從中找出本產(chǎn)品獨特的競爭優(yōu)勢，明確能最大化突出蘑菇飲料與目前市場上其他功能飲料的與眾不同的產(chǎn)品特點，為后續(xù)研究打下基礎(chǔ)。其次，，對蘑菇多元素功能飲料產(chǎn)品進行介紹。最后，從消費者年齡、消費行為及心里等多維度對飲料市場進行細(xì)分，通過對消費者市場細(xì)分的深入剖析確定了蘑菇多元素功能飲料的市場定位，明確本產(chǎn)品適合30至60歲患有“富貴病”的人群飲用。 希望通過本文的寫作能夠給讀者，特別是共同研究創(chuàng)新產(chǎn)品市場定位的學(xué)者們起到一定的借鑒與共勉作用。
[Abstract]:As a new international product, mushroom multielement functional beverage has opened up a new category of edible fungus beverage industry because of its unique characteristics of drug hybridization.In view of the fact that the mushroom multielement functional beverage belongs to a brand new type of functional beverage, it has obtained the national patent certification, and the product has been put into production and entered the market stage from the process of experimental research and development.Therefore, STP analysis of products at this stage is helpful for enterprises to accurately select target markets and formulate corresponding marketing strategies, and also for enterprises to explore market opportunities and open up new markets.In turn, it is also conducive to the concentration of existing human and material resources into the target market.In this paper, a new type of functional beverage, mushroom multielement functional beverage, was analyzed by STP.This paper first introduces the research background of mushroom multi-element functional beverage, determines and analyzes the competitors in the target market, and investigates the image status of the competitor in the customer's mind, and the popularity of the competitor in the target market.Then compare the mushroom multi-element functional beverage with the potential competitors, and find out the unique competitive advantage of this product, which can clearly maximize the characteristics of the mushroom beverage and other functional drinks in the market.To lay the foundation for the follow-up study.Secondly, the product of mushroom multi-element functional beverage is introduced.Finally, the beverage market is segmented from the aspects of consumer age, consumer behavior and mind, and the market orientation of mushroom multi-element functional beverage is determined through the in-depth analysis of consumer market segmentation.Clear that this product is suitable for 30 to 60 years of age suffering from "rich and noble disease" people drinking.It is hoped that the writing of this paper can give readers, especially the scholars who study the market orientation of innovative products together, a certain reference and common role.
【學(xué)位授予單位】：河北工業(yè)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F426.82

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