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论文编号：	10710
作者编号：	2120163161
上传时间：	2018/12/9 1:34:38
中文题目：	魔爪能量饮料中国市场差异化营销研究
英文题目：	Research on the differentiated marketing strategy of Monster Energy Beverage in China
指导老师：	张永强
中文关键字：	能量饮料；差异化营销；品牌个性化
英文关键字：	Energy drink；Differentiated brand strategy；Brand personalization
中文摘要：	饮料行业作为最基本的快速消费品行业之一，在全球已经有上百年的历史，随着我国经济发展以及国民生活水平提升，消费者对饮料的需求越发多样化，对品牌及产品的喜好度也存在着逐步细化的趋势，各饮料品牌也从过去以产品为中心开始转为以消费者为中心。而全球范围内体育领域的发展和相关消费的增长，人们开始越发重视饮料的功能性，同时由于产品价格较高、利润空间大，能量饮料市场近年来在我国的发展十分迅速，各快消品厂商纷纷入局，全球第二大的能量饮料品牌Monster Energy Beverage(中文译名：魔爪能量饮料)也于2016年底正式进入中国市场，与可口可乐合作，利用其罐装生产线及渠道铺货在中国进行生产销售。本文将以此为案例，对其在中国市场的差异化营销进行深入研究。 本文主要分为六大章节，首先对本次选题的背景及研究意义进行阐述；其次对STP战略、4P营销组合策略等理论进行回顾；第三章对魔爪能量饮料的公司背景及相关行业现状进行说明，并对其内外部营销环境进行详尽分析；第四章开始具体分析魔爪的市场定位及差异化品牌策略，并通过整合营销传播的角度分析其如何将品牌个性与本土市场环境相结合，实现在中国市场的起步与发展；第五章针对其差异化营销的实施与保障进行分析说明；最后一章是对全文的总结及展望。 魔爪能量饮料的中国市场差异化营销具有一定的研究意义，首先可以对现阶段中国饮料市场增速最快的能量饮料格局进行梳理，其次对中国企业的品牌建设以及差异化营销给予部分建议。随着消费者对产品的需求越发细分，对产品的精神层面附加价值需求增加，企业难以像过去那样面以传统的、大众的营销策略来立足，而是需要将品牌个性化，选择细分市场并通过差异化营销来占领消费者的心智，赢取消费者的认同。最后，以此为方向的研究对中国从“中国制造”向“中国品牌”的转变具有一定的启示作用。本文使用图7幅，表2个，参考文献37个。
英文摘要：	As one of the most basic fast-moving consumer goods industries, the beverage industry has a history of over one hundred years in the world. With China's economic development and the improvement of national living standards, consumers' demand for beverages has become more diversified, and their preference for brands and products has also been gradually refined. All beverage brands have also changed from product-centered to consumer-centered in the past. With the development of sports and the growth of related consumption worldwide, people have begun to pay more attention to the functionality of beverages. At the same time, due to the high price of products and the large profit margin. The energy beverage market has developed very rapidly in recent years in our country, and various fast food manufacturers have entered the market one after another. Monster Energy Beverage, the world's second-largest energy beverage brand, also officially entered the Chinese market at the end of 2016, working with Coca - Cola to use its canning production line and channels to make products for production and sales in China. This article will take this as a case to conduct an in-depth study on its marketing in China. This article is mainly divided into six chapters. Firstly, the background and significance of this topic are described. Secondly, it reviews STP strategy and 4Ps marketing mix strategy. The third chapter explains the company background and related industry status of Monster Energy Beverage, and analyzes its internal and external marketing environment in detail. The fourth chapter starts to analyze the market positioning and differentiated brand strategy of Monster, and analyzes how to combine brand personality with local market environment from the perspective of integrated marketing communication to achieve the start and development of the Chinese market. The fifth chapter analyzes and explains the implementation and guarantee of differentiated marketing. The last chapter is the summary and prospect of the full text. The differentiated marketing of Monster Energy Beverage in China has certain research significance. First of all, we can sort out the pattern of energy drinks with the fastest growth rate in China's beverage market at this stage. Secondly, it gives some suggestions to the brand building and differentiated marketing of Chinese enterprises. As the consumer's demand for products is increasingly subdivided and the demand for spiritual value added to the products is increasing, it is difficult for enterprises to base themselves on traditional and popular marketing strategies as in the past. Instead, they need to personalize their brands, select market segments and occupy consumers' minds through differentiated marketing to win consumers' recognition. Finally, the research in this direction has certain enlightenment to China's transformation from “Made in China” to “China Brand”. There are 7 tables, 2 tables and 37 references in this paper.
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