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论文编号：	6720
作者编号：	2120122799
上传时间：	2014/12/5 12:03:36
中文题目：	康师傅“冰糖雪梨”的市场定位与营销策略研究
英文题目：	Research on Master Kong crystal pear drinks Brand postion and marketing Strategy
指导老师：	吴晓云
中文关键字：	康师傅冰糖雪梨;品牌定位;目标市场;市场领先者
英文关键字：	ksf crystal pear；Brand position;target market;market leader
中文摘要：	康师傅冰糖雪梨于2011年9月上市，作为一个新品，他的成绩太过引人注目。上市4个月销额达到2亿，2012年销售42亿，达到康师傅的明星产品冰红茶上市10年的成绩，令业界震惊。康师傅及业界用“神话”来形容这个产品。 这个产品能够获得成功，在于他把握住了目标市场，在目标市场的选择上，眼光独到，针对目标群，他精准定位，找到了康师傅冰糖雪梨“身滋润心舒畅”的核心价值，并用时尚与传统的完美结合包装了这个产品，迎合了消费者对快速便捷健康的需求。定位的准确，是非常重要的前提，而康师傅冰糖雪梨迅速成为果汁品类的领导品牌，压制住统一冰糖雪梨、娃哈哈冰糖雪梨、美汁源冰糖雪梨等竞品，也得益于他得当的营销策略组合。 在成为这个市场的领先者后，他也利用这种营销策略维持住了优势。他的成功上市依赖于定位和营销策略组合得当上，他选择陈坤为代言人来诠释品牌精髓，利用电视、户外、网络、地面的强势推广，利用强大的渠道能力，全方位和消费者沟通，但同时也紧紧围绕在核心价值周围，牢牢把握住市场领导品牌地位。 在现代社会，在经济快速发展下，在饮料业竞争日益竞争激烈的态势下，康师傅冰糖雪梨的定位及营销策略值得整个饮料业思考和借鉴。定位准确后，如何快速有效的传达给消费者，是一个很大的课题，康师傅也交出了很好的答卷。深入探讨和研究很有意义。
英文摘要：	Ksf ice crystal pear was listed in sep,2011.The product achieved great success.After four month,its volume was 2 billions.By the end of 2012,its volume was 42 billions. Star products ice Black Tea listed 10 years of achievement. It was Myth. The products can be successful, because of his grasp of the target market, target market selection, unique vision, target group, he found the precise positioning, Ksf ice crystal pear "nourishing heart core value", and with the fashion and the perfect combination of the traditional packaging products, to meet the consumers the demand for fast and convenient health. Accurate positioning, is a very important premise, while Ksf ice crystal pear quickly became the leading brand of fruit juice category, suppress similar unified sugar pear, pear rock sugar, rock sugar pear Wahaha company other competing products, also thanks to the combination of marketing strategies he properly. To become the market leader, he also use this marketing strategy to hold the advantage. His success depends on the positioning and marketing strategy mix properly, he chose Chen Kun as spokesperson to explain the brand essence, using the strong promotion, network, TV, outdoor ground, using powerful channel communication ability, full range and consumers, but also closely around the core value of the surrounding, firmly hold the leading brand of the market position. In modern society, with the rapid development of economy, in the beverage industry competition is becoming increasingly fierce competition situation, the beverage industry is worth thinking and reference pear positioning Ksf ice crystal pear and marketing strategy. Accurate positioning, how to quickly and effectively communicated to consumers, is a big topic, KSF also handed over a good answer. It is meaningful to discuss and research.
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