特仑苏牛奶品牌的定位研究

DELUXE Milk Brand Positioning Research

特仑苏牛奶品牌是如何定位的呢?文中首先对中国乳制品市场环境进行分析,发现如下特点:我国乳制品需求迅速增长;消费水平不断升级;但行业竞争激烈;产品同质化严重。然后,用STP定位战略具体分析了特仑苏品牌的定位过程,得出:特仑苏定位于高端液态奶市场,它的目标消费群体是都市高端家庭、都市单身白领和注重生活品质、有较强个性的青年。

llow does the DELUXE milk being positioned？ This paper gives the answer. Firstly it analyzes the environment of China＇s milk sector, finding the following characteristics： rapid growing of demand for milk products; upgrading of consumption level, severe competition in the whole industry; serious homogeneity of milk products. Then, STP strategy is used to describe the positioning process of DELUXE, concluding that DELUXE targets at high-grade liquid milk market and its target consumers are rich family, single white-collar workers and youngsters who focus on the quality of life. The concrete implementation of positioning