功能性饮料的营销策略分析

Analysis on the marketing strategies for functional beverages

功能性饮料的营销策略主要在于产品、价格、渠道、促销手段这几个方面,分析了"王老吉"凉茶的营销策略,其营销策略的成功在于正确的进行了产品定位,实施了良好的促销手段,建立了一个完善的销售渠道。指出了目前功能性饮料营销策略的不足和相应的应对办法。

The marketing strategies for functional beverages are mainly studied from the aspects of products, prices, channels and promotion means. By investigating into the case of the marketing strate- gies for the cool tea WANG Lao Ji, this paper shows that successful marketing strategies for products lie in the correct positioning of the products, effective promotion means, and complete sets of marketing channels. Besides, the paper points out the limitations in the marketing strategies for functional bevera- ges in today＇s markets and provides some measures to get rid of the limitations.