摘 要 基于軟飲料企業(yè)之間競(jìng)爭(zhēng)加強(qiáng)、產(chǎn)品同質(zhì)化嚴(yán)重、產(chǎn)品缺乏創(chuàng)新等因素，飲料行業(yè)面向年輕消費(fèi)群體的市場(chǎng)日趨飽和，產(chǎn)品競(jìng)爭(zhēng)也日益向渠道競(jìng)爭(zhēng)轉(zhuǎn)變，渠道為王這一概念開(kāi)始得到市場(chǎng)廣泛的認(rèn)證。隨著我國(guó)社會(huì)經(jīng)濟(jì)的快速發(fā)展和人民消費(fèi)水平的提高，目標(biāo)顧客群追求自然保健的意識(shí)也在逐步增強(qiáng)，綠色、健康、天然的消費(fèi)理念日漸深入人心。與此同時(shí)，隨著我國(guó)老齡化態(tài)勢(shì)的加劇，未來(lái)的銷(xiāo)售格局向較高年齡層延伸的勢(shì)頭也日漸明顯，中老年群體有望成為飲料市場(chǎng)的新寵，這就直接導(dǎo)致軟飲料市場(chǎng)競(jìng)爭(zhēng)格局開(kāi)始逐步向中老年群體延伸。那么，如何在守住年輕市場(chǎng)這塊大蛋糕的同時(shí)實(shí)現(xiàn)產(chǎn)品線向更高年齡層的延伸無(wú)疑就成為了飲料企業(yè)新的競(jìng)爭(zhēng)主題?；蛟S正是出于對(duì)這一市場(chǎng)發(fā)展趨勢(shì)的正確把握，本著預(yù)留管線的原則，農(nóng)夫山泉新品“東方樹(shù)葉”茶飲料系列在2011年的夏季正式進(jìn)入市場(chǎng)，100%茶葉自然抽出、不含糖、零卡路里成為了“東方樹(shù)葉”最亮眼的三道標(biāo)簽。 本文首先將就茶飲料市場(chǎng)的發(fā)展現(xiàn)狀、增長(zhǎng)潛力和競(jìng)爭(zhēng)狀況進(jìn)行分析，并以此來(lái)論述農(nóng)夫山泉加入茶飲料混戰(zhàn)的必要性和可行性；其次通過(guò)對(duì)企業(yè)自身的SWOT分析，發(fā)掘企業(yè)的競(jìng)爭(zhēng)優(yōu)勢(shì)和面臨的市場(chǎng)機(jī)會(huì)；最后著力于找出農(nóng)夫山泉“東方樹(shù)葉”當(dāng)前營(yíng)銷(xiāo)模式的短板，并在結(jié)合農(nóng)夫自身優(yōu)勢(shì)和總結(jié)過(guò)往營(yíng)銷(xiāo)經(jīng)驗(yàn)的基礎(chǔ)上，以新的市場(chǎng)定位為突破口來(lái)重整農(nóng)夫“東方樹(shù)葉”茶飲料的營(yíng)銷(xiāo)組合策略。 通過(guò)本文對(duì)農(nóng)夫山泉新品營(yíng)銷(xiāo)策略的整合研究，最終意在為飲料行業(yè)新品未來(lái)的產(chǎn)品定位和整合營(yíng)銷(xiāo)提供一些有價(jià)值的共性準(zhǔn)則。 關(guān)鍵詞：農(nóng)夫山泉，東方樹(shù)葉，新品營(yíng)銷(xiāo)，市場(chǎng)定位，營(yíng)銷(xiāo)組合策略 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, Nongfushan

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