健力宝集团市场营销策略的研究

摘    要
本文重点讨论健力宝饮料的营销策略组合。运用市场营销相关理论，通过对饮健力宝料的内外部环境进行了详细研究，特别研究了在这些产品细分市场上健力宝所具有的优势和劣势。论文运用市场调研的研究方法，对健力宝的市场细分作了深入研究。健力宝饮料在成长阶段所采取的营销策略组合，包括：产品策略、促销策略、价格策略和营销渠道策略，在这些营销策略中，健力宝饮料的多元化产品策略对于细分市场的开发和应对竞争，是比较有效的。同时，健力宝饮料在营销组合上也存在一些问题，本文针对这些问题进行分析，并且提出了具有建设性的建议和解决方法。

关键词：健力宝饮料，市场营销，营销策略
Abstract
     This paper focuses on the discussion of the marketing strategy of Jillian beverage. Using the relevant theories of marketing, through jianlibao beverage external environment were studied in detail, especially on the product fractionize market jianlibao advantages and disadvantages. Based on the market research of quantitative research methods, the jianlibao fruit juice market segmentation study in-depth. According to the theory of product life cycle, jianlibao beverage is in the life cycle of growth stage,  jianlibao beverages in the growth stage of the marketing strategies adopted by combination, including: product strategy, promotion strategy, pricing strategy and marketing channel strategy, the marketing strategy, jianlibao drinks diversified product strategy for market development and competition, it is very effective. At the same time, jianlibao beverage in the marketing combination also has some problems, this article analyses these questions, and puts forward some constructive suggestions and solving methods.

Key words: jianlibao beverage, marketing strategy, marketing strategy

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