饮料业品牌定位失误分析

目录

摘要

Abstract

第一章问题的提出 (1)

第一节研究背景 (1)

第二节定位依据 (1)

第三节定位误区 (1)

第二章品牌定位的六大误区 (2)

第一节缺乏品牌理念 (2)

一、品牌理念 (2)

二、王老吉失误探析 (3)

第二节饮料随意混搭 (5)

一、品牌混搭现状分析 (5)

二、非常咖啡可乐失误探析 (5)

第三节品牌随意延伸 (6)

一、品牌延伸现状 (6)

二、霸王凉茶失误探析 (6)

第四节重销量轻品牌 (7)

一、重销量轻品牌现状 (7)

二、啤儿茶爽失误探析 (7)

第五节重创意轻策略 (9)

一、品牌偏好创意 (9)

二、心想品牌失误探析 (9)

第六节违背产品文化价值取向 (11)

一、文化价值现状 (11)

二、茶研工坊失误探析 (11)

第三章正确定位饮料的方法 (12)

第一节市场分析 (12)

一、企业分析 (12)

二、环境分析 (12)

三、竞争分析 (13)

第二节找位——确定目标消费者 (13)

一、按地理细分 (13)

二、按社会阶层细分 (14)

第三节选位——选择定位点 (14)

一、属性定位 (15)

二、利益定位点 (15)

三、价值定位点 (15)

第四节定位效果评估 (16)

结语 (17)

参考文献 (18)

致谢 (19)

摘要

品牌定位对于企业创立驰名商标具有十分重要的意义。企业品牌定位策略包括品牌品质的确定，品牌作用、方向和消费者心理，品牌重新定位等内容。品牌定位可以分为三类：市场定位、产品定位和品牌定位。饮料行业日益复杂，消费者群体庞大，新的饮料品牌所昭示的巨大市场空间与财富宝藏，让许多企业欣喜若狂，一些从来没有做过饮料的企业也跃跃欲试，以至于品牌的定位也非常混乱，有些饮料常年以来销量甚好，由于市场的庞大，这些饮料一直在饮料市场中占领先锋，也有一些新款的饮料打入市场，并且也能很快与市场融合，和消费者融合，处于饮料界的不败之地，但是，有些饮料在初出茅庐的时候风靡一时，但是渐渐地，他们被消费者淡忘了，甚至这个饮料的品牌也销声匿迹了。饮料好不好喝是一个原因，但是还有一个很重要的因素就是饮料的品牌定位与经营战略了。很多饮料刚出来就被扼杀在摇篮里，这有很大一部分的原因就是品牌定位的失误，饮料业得品牌定位最容易出现六大误区，即缺乏品牌理念、饮料随意混搭、品牌随意延伸、重销量轻品牌、重创意轻策略、违背产品文化价值取向，这六大误区直接或间接决定着这款饮料的成败，怎样合理的对饮料进行合理定位也是商家们最关注的事情。

关键词：饮料；品牌定位；失误；战略

Abstract

Brand positioning for the company was established well-known trademarks have great significance. Brand positioning strategy, including the determination of brand quality, brand role, direction and consumer psychology, brand repositioning and so on. Brand positioning can be divided into three categories: market positioning, product positioning and brand positioning. Increasing complexity of the beverage industry, consumer groups, large, brand new drinks market space and clear the

huge wealth of treasures, so many companies ecstatic, some never did drink companies are also eager that the brand positioning is also very confusing Some very good drink sales since the year, due to the huge market, these drinks have been pioneers in the beverage market in the occupation, there are some new drinks into the market, and also integration with the market quickly, and consumer integration, in the beverage industry position, but the contrary, some not so good drinks, and perhaps when the fledgling rage, by the majority of consumers like it, but gradually, they are forgotten by consumers and even the drinks brand has disappeared the. Drink it to drink is one reason, but there is a very important factor is the drink of the brand positioning and business strategy. Just a lot of drinks out to be strangled in the cradle, which is a large part of the reason is that brand positioning errors, the beverage industry was the most prone to six major brand positioning errors, the lack of brand concept, free to mix drinks, casual brand extension Heavy Light brand sales, re-creative light strategy, cultural values against the product, directly or indirectly, the six errors determine the success or failure of this drink, how reasonable and rational positioning of the beverage businesses are most concerned about things.

Key words：drink；brand positioning；lapse；strategy