民族品牌饮料的营销策略研究

民族品牌不仅有极为巨大的经济价值，还具有丰厚的文化底蕴，承载着民族的信念和理想，不少民族品牌身上都凝聚了民族气节和精神。民族品牌饮料充满期待，虽然起步较晚，但是发展迅速，尤其在近几年，部分饮料企业给国人带来了一些期待。但是民族品牌饮料在营销策略方面还存在着诸多的问题，比如资金缺乏品牌之间兼并严重，营销手
段单一缺少特色，品牌杂乱无章难以形成大品牌。本文主要介绍了目前国内饮料品牌的营销现状，并且分析了一些国外的先进经验，着重分析国内饮料品牌的营销策略，并且提出一些有效的营销手段。遵从由个性推及到共性，透过现象分析本质，坚持理论联系实际的原则，紧跟民族企业特点，分析营销策略的制定一般方法和具体方案。
关键词： 饮料，民族品牌，营销  

Marketing Strategy of national brand beverage
Abstract：National brand not only has very great economic value, but also has a rich cultural heritage, carrying the nation's beliefs and ideals, many national brands who have condensed the national moral courage and spirit. National brand beverage is full of expectations, although late, but developed rapidly, especially in recent years, some beverage companies brought some expectation to China. But the national beverage brands in the marketing strategy aspect also to have many problems, such as lack of funds brand annexation serious marketing means a single, lack of features, be difficult to form a brand famous brand.
This paper describes the current status of the domestic beverage brand marketing, and an analysis of some of the advanced experience of foreign countries, the analysis focuses on the domestic beverage brand marketing strategy, and propose some effective marketing tool. Comply with the personality to push and commonality analysis through the phenomenon of nature, adhere to the principle of theory, followed by the national business characteristics, analyzes the general method of marketing strategies and specific programs.

Key Words： Beverages，national brands，marketing

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