“东方树叶”的营销组合策略研究

摘要

基于软饮料企业之间竞争加强、产品同质化严重、产品缺乏创新等因素，饮料行业面向年轻消费群体的市场日趋饱和，产品竞争也日益向渠道竞争转变，渠道为王这一概念开始得到市场广泛的认证。随着我国社会经济的快速发展和人民消费水平的提高，目标顾客群追求自然保健的意识也在逐步增强，绿色、健康、天然的消费理念日渐深入人心。与此同时，随着我国老龄化态势的加剧，未来的销售格局向较高年龄层延伸的势头也日渐明显，中老年群体有望成为饮料市场的新宠，这就直接导致软饮料市场竞争格局开始逐步向中老年群体延伸。那么，如何在守住年轻市场这块大蛋糕的同时实现产品线向更高年龄层的延伸无疑就成为了饮料企业新的竞争主题。或许正是出于对这一市场发展趋势的正确把握，本着预留管线的原则，农夫山泉新品“东方树叶”茶饮料系列在2011年的夏季正式进入市场，100%茶叶自然抽出、不含糖、零卡路里成为了“东方树叶”最亮眼的三道标签。

本文首先将就茶饮料市场的发展现状、增长潜力和竞争状况进行分析，并以此来论述农夫山泉加入茶饮料混战的必要性和可行性；其次通过对企业自身的SWOT分析，发掘企业的竞争优势和面临的市场机会；最后着力于找出农夫山泉“东方树叶”当前营销模式的短板，并在结合农夫自身优势和总结过往营销经验的基础上，以新的市场定位为突破口来重整农夫“东方树叶”茶饮料的营销组合策略。

通过本文对农夫山泉新品营销策略的整合研究，最终意在为饮料行业新品未来的产品定位和整合营销提供一些有价值的共性准则。

关键词：农夫山泉，东方树叶，新品营销，市场定位，营销组合策略

ABSTRACT

Because of the inc r eased competition, serious homogeneity products, lack of product innovation and other factors among the soft drinks business, the beverage industry f or the young consumer group s has incr e asingly be en a saturated market. Product competition has increasingly changed to channel competition, the concept of “channel is ev erything” begins to get widely market authentication. Along with the rapid development of social economy and the impro v ement of people's consum p tion level in our country, t he consci e nce of ta r geting consumers’ pursuit for natural health care are gradually to increase , the consumption concepts of green, healthy and natural is also increasingly popular. At the same time, with the increasing of China's aging trend, the future pattern of sales momentum would extend to the higher age has become more obvious, the older groups is expected to become the new darling of the beverage market, which led directly to the soft drinks market’s competition begin to extend to the older age groups. Then, how to extend the product line to a higher age while keeping the big cake of the young market has undoubtedly become the new competition theme for beverage companies. Perhaps it is just for the correct underst a nding of the m arket trend, in line with the principle of reserve pipeline, Nongfushanquan’s new product ——"Dongfangshuye" tea drink series formally entering the market in the summe r of 2011,100%natural extracted f r om tea, no sugar,ze r o calories become t h e Do n gfangshuye’s three most attractive label s.

T o prove the necessity and feasibility of Nongfushanquan’s joining in tea beverage market, this paper will firstly take an analysis on the current development of the tea beverage market, especially its growth potency and competition situation; Then followed by the enterprise's own SWOT analysis, we will try to explore its competitive advantages and the market opportunities its facing; At last, we will do our best to find the short board for the current marketing model of Nongfushanquan’s new tea beverage—“Dongfangshuye”, Through in combination with Nongfushanquan's own advantages and its past marketing experience, Our restructure its marketing mix strategy by taking a new market positioning as a breakthrough.

Through the integration research of the marketing mix strategy for Nongfushanquan’s new product in this paper, our ultimate goal is to provide some valuable common criteria of product positioning and integrated marketing for the beverage industry.

Key words：Nongfushanquan, Dongfangshuye, New Product Marketing, Market positioning, Marketing mix strategies