摘要:近年来,我国的饮料市场竞争非常激烈,各品牌都使出浑身解数,似乎要与对手争个你死我活。在可口可乐和百事可乐占据了大部分市场的情况下,我们国家的本土品牌如何抵挡外来品牌的垄断并在市场上打出自己的一片天地,这个问题就成了当务之急。一个品牌的前途,很大程度是由企业的品牌营销策略决定,一个正确的营销策略可以塑造一个良好的品牌形象,吸引特定群体的消费者,培养顾客的忠诚度,增强品牌的价值,以开拓一个广阔的市场,给企业带来大量的利润。
本文借助国外成功饮料品牌(以可口可乐为例)的营销经验,与我国饮料品牌(以农夫山泉为例)营销策略作比较,并指出它们的不足及可取之处;最后对比较的结果做一个总结,并对我国饮料品牌的发展提出一些建议,找出国内饮料企业打造强势品牌的途径。
关键词:品牌营销 品牌营销策略 可口可乐 酷儿 农夫山泉
ABSTRACT :In the last few years, the competition of non-alcoholic beverage market has become very furious and all brands make every effort to win the market. While most of the market is occupied by Coca-Cola and Pepsi, the problem that how can Chinese brands fight against the foreign brands and win the market has become crucial. To some extend, the future of a brand is determined by its brand marketing strategy. A proper strategy can build a good brand image, attract consumers, nurture loyalty, increase the brand value and exploit an expansive market, creating fat profit.
This article will first introduce the basic knowledge of brand strategy; then will compare the strategies of Chinese brands (Here Nongfuspring is adopted as an example) with foreign brands (Here Coca-Cola is adopted as an example); in the end, there will be a conclusion and some suggestions for the Chinese beverage companies to build competitive brands.
KEY WORDS: Brand Marketing, Brand Marketing Strategy, Coca-Cola, Qoo, Nongfuspring
一、品牌营销策略简述
(一)品牌营销策略的内涵及其重要性
1. 品牌营销策略的内涵
品牌营销策略是以打造品牌为第一目的,通过品牌的价值提升来推动产品的营销和产品线的拓展,进而确立企业品牌及产品在消费者心理货架上的至高位置,减少消费者在选择产品时的盲目性和随意性,长期满足消费者的心理需求和购买欲望,所进行的一系列品牌营销活动的整体规划 。
品牌营销策略着重从以下几方面来开展工作:(1)产品设计、产品名称设计、产品标志设计、产品口号设计、产品包装设计、品牌广告、品牌公关、产品分销策略;(2)做好品牌战略规划、品牌定位、品牌核心价值提炼、品牌个性塑造、建立品牌联想、品牌价值提升等品牌精神内涵工作;(3)推行整合营销传播;(4)进行品牌拓展、创新和保护等。
2. 品牌营销策略的重要性