摘 要 基于軟飲料企業(yè)之間競爭加強、產(chǎn)品同質(zhì)化嚴重、產(chǎn)品缺乏創(chuàng)新等因素，飲料行業(yè)面向年輕消費群體的市場日趨飽和，產(chǎn)品競爭也日益向渠道競爭轉(zhuǎn)變，渠道為王這一概念開始得到市場廣泛的認證。隨著我國社會經(jīng)濟的快速發(fā)展和人民消費水平的提高，目標顧客群追求自然保健的意識也在逐步增強，綠色、健康、天然的消費理念日漸深入人心。與此同時，隨著我國老齡化態(tài)勢的加劇，未來的銷售格局向較高年齡層延伸的勢頭也日漸明顯，中老年群體有望成為飲料市場的新寵，這就直接導致軟飲料市場競爭格局開始逐步向中老年群體延伸。那么，如何在守住年輕市場這塊大蛋糕的同時實現(xiàn)產(chǎn)品線向更高年齡層的延伸無疑就成為了飲料企業(yè)新的競爭主題。或許正是出于對這一市場發(fā)展趨勢的正確把握，本著預留管線的原則，農(nóng)夫山泉新品“東方樹葉”茶飲料系列在2011年的夏季正式進入市場，100%茶葉自然抽出、不含糖、零卡路里成為了“東方樹葉”最亮眼的三道標簽。 本文首先將就茶飲料市場的發(fā)展現(xiàn)狀、增長潛力和競爭狀況進行分析，并以此來論述農(nóng)夫山泉加入茶飲料混戰(zhàn)的必要性和可行性；其次通過對企業(yè)自身的SWOT分析，發(fā)掘企業(yè)的競爭優(yōu)勢和面臨的市場機會；最后著力于找出農(nóng)夫山泉“東方樹葉”當前營銷模式的短板，并在結合農(nóng)夫自身優(yōu)勢和總結過往營銷經(jīng)驗的基礎上，以新的市場定位為突破口來重整農(nóng)夫“東方樹葉”茶飲料的營銷組合策略。 通過本文對農(nóng)夫山泉新品營銷策略的整合研究，最終意在為飲料行業(yè)新品未來的產(chǎn)品定位和整合營銷提供一些有價值的共性準則。 關鍵詞：農(nóng)夫山泉，東方樹葉，新品營銷，市場定位，營銷組合策略 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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