浅析健力宝集团“第五季”的市场营销策略

Analysis on the Marketing Strategy of the Beverage of the Fifth Season Brand

简述了健力宝集团的发展历史及其新推出的系列饮料品牌“第五季”的产生背景,从产品策略、营销渠道策略、市场推广策略等方面分析了其市场营销策略中存在的问题,并提出了改进的建议。

This paper briefly introduces the developing history of Jianlibao Gr oup, expounds the generation background of the newly developed series brand beve rage of the Fifth Season, and analyzes on the problems existing in its marketing strategy from aspects of the product strategy, the marketing channel strategy, and the market popularizing strategy, etc., and puts forward some suggestions fo r improvement.