本文關(guān)鍵詞： 養(yǎng)生保健 酒產(chǎn)品 市場(chǎng)營(yíng)銷 營(yíng)銷策略　出處：《廣西大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著國(guó)民收入的不斷增加,生活節(jié)奏的加快,工作、生活、環(huán)境帶來(lái)的壓力日益嚴(yán)峻,各種食品安全問題屢見報(bào)道,從毒奶粉、地溝油、牛肉膏、添加門、明礬油條等報(bào)道觸目驚心；為了保障高品質(zhì)的生活,消費(fèi)者越來(lái)越關(guān)注健康、養(yǎng)生和營(yíng)養(yǎng)相關(guān)的食品和飲品；不但關(guān)注口感、營(yíng)養(yǎng)、包裝,更希望它們具有某種特殊的功效。XDS酒產(chǎn)品四個(gè)百分百承諾：100%不添加防腐劑、100%不添加色素、100%不添加糖或蜂蜜或甜味劑、100%無(wú)酒精勾兌,純天然,得到消費(fèi)者的歡迎；保健酒市場(chǎng)上大多數(shù)市場(chǎng)份額,已被中國(guó)勁酒、椰島鹿龜酒,張?jiān)Ｖ翆毴?致中和等老牌保健酒公司瓜分,五糧液的龍虎酒和茅臺(tái)的不老酒也紛紛進(jìn)軍保健酒領(lǐng)域,這類產(chǎn)品競(jìng)爭(zhēng)越發(fā)激烈。XDS酒產(chǎn)品,經(jīng)廣西自治區(qū)產(chǎn)品質(zhì)量監(jiān)督檢驗(yàn)研究院出具的檢驗(yàn)報(bào)告中提到的,目前已檢出XDS功能飲品富含21種氨基酸及31種活性營(yíng)養(yǎng)素等高活性營(yíng)養(yǎng)物,使本品具有抗疲勞、抗衰老、修復(fù)和再生細(xì)胞、增強(qiáng)免疫力之功效,是養(yǎng)生保健之佳品。但經(jīng)過(guò)一段時(shí)期的營(yíng)銷推廣,受到內(nèi)部與外部多方因素的影響,銷售情況不佳。本文分析了XDS酒產(chǎn)品的生存現(xiàn)狀、內(nèi)部狀況分析、行業(yè)營(yíng)銷環(huán)境以及XDS企業(yè)在行業(yè)環(huán)境中所要面臨的機(jī)遇、挑戰(zhàn)和威脅綜合分析后,給XDS酒產(chǎn)品市場(chǎng)再定位、對(duì)市場(chǎng)精細(xì)化細(xì)分后定位,最后提出了XDS酒產(chǎn)品一系列營(yíng)銷策略組合和實(shí)施保障措施。希望通過(guò)針對(duì)XDS酒產(chǎn)品營(yíng)銷策略的一些研究,能夠?qū)DS企業(yè)的發(fā)展提供一些幫助和參考。
[Abstract]:With the increasing of national income and the quickening of life rhythm, the pressure brought by work, life and environment is increasingly severe. Various food safety problems are reported frequently, from poisonous milk powder, gutter oil, beef paste, add door. Alum fillet and other reports shocking; In order to ensure a high quality of life, consumers are increasingly concerned with health, health and nutrition-related foods and drinks; Not only focus on taste, nutrition, packaging, but also hope they have a special effect. XDS wine products promise 100% no preservatives 100% no pigment added. 100% do not add sugar or honey or sweetener 100% alcohol blending, pure natural, welcomed by consumers; Health wine market share of most of the market, has been Chinese strong wine, coconut island deer turtle wine, Changyu to treasure three whips, to Zhongzhong and other established health wine companies divided up. Wuliangye's Longhu wine and Maotai's unripe wine have also entered the field of health wine, such products are increasingly competitive. XDS wine products. According to the inspection report issued by the Research Institute of Product quality Supervision and Inspection of Guangxi Autonomous region, XDS functional drinks have been found to be rich in 21 kinds of amino acids and 31 kinds of active nutrients and other high active nutrients. This product has the effect of anti-fatigue, anti-aging, repairing and regenerating cells and enhancing immunity. But after a period of marketing and promotion, it is influenced by internal and external factors. This article analyzes the existing situation of XDS wine products, internal situation analysis, industry marketing environment and XDS enterprises in the industry environment to face opportunities, challenges and threats after comprehensive analysis. To the XDS wine product market re-positioning, market refinement after the positioning. Finally, this paper puts forward a series of marketing strategies combination and implementation guarantee measures for XDS wine products. It is hoped that some research on the marketing strategies of XDS wine products will be carried out. Can provide some help and reference to the development of XDS enterprise.
【學(xué)位授予單位】：廣西大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F426.82;F274

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本文編號(hào)：1453871