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摘要：随着经济快速发展，人们对生活质量的要求也逐渐提高，并更多地关注自身健康问题，开始追求更加健康的饮料，这便促进了功能性饮料市场的快速发展。“脉动”作为众多功能性水饮料中的一员，最先抓住市场机遇，凭借全新的概念占领市场，并迅速发展为第一品牌。“脉动”的成功上市为其他饮料行业发展提供了动力，在促进整个功能饮料行业发展的同时也使功能饮料行业竞争越来越激烈。随着不断发展，脉动在流通过程中产品断货现象越来越来严重，而在激烈的市场竞争中谋求进一步发展成为了脉动企业的重中之重。48889
脉动饮料的成功得益于本身勇于创新和差异化的营销策略，而它自身也成为其他企业发展的典范。现今脉动要想进一步扩大市场份额必须不断创新其营销策略。本论文以“脉动饮料营销策略分析”为题目，首先对营销策略理论及文献进行归纳分析，其次介绍了脉动的营销现状，再次对脉动营销策略进行研究并发现问题，最后针对问题提出脉动要不断创新、适当扩大生产规模、加强品牌建设等对策。
毕业论文关键词：脉动；功能饮料；营销策略
Strategy Analysis of Pulsating Beverage Marketing
Abstract： With the rapid economic development, people's requirement on the quality of life has increased, and more attention to their own health problems, started the pursuit of healthier beverages, which promoted the rapid development of functional beverage market. "Ripple" as a member of numerous functional water beverage, first catch market opportunities, by virtue of the new concept of occupation of the market, and the rapid development of the first brand. "Pulse," the successful listing for other beverage industry development provided the impetus, in promoting the functional beverage industry development at the same time also makes the functional beverage industry competition more and more fierce. Along with the unceasing development, pulsating in the process of circulation phenomenon of out of stock products and More and more serious, and in the fierce market competition to seek further development has become the most important enterprise.
Ripple beverage success thanks to itself the courage to innovation and differentiation of marketing strategy, and its own has also become a model for other enterprises to develop. Current pulse to want to further expand the market share must innovate its marketing strategy. The "ripple beverage marketing strategy analysis" as a subject, first of all to the marketing strategy theory and literature were analyzed and summarized, followed by the introduction of the pulsation of the marketing situation, again of pulsating marketing strategy research and find out the problems, finally aims at the question to propose the pulse of constant innovation, appropriate to expand the scale of production, strengthening the brand construction countermeasures.
Keywords: Ripple; Functional Drinks; Marketing Strategy
目 录
摘 要 1
Abstract 1
一、营销策略相关概述 3
（一）营销策略的定义 3
（二）市场营销环境内容 3
（三）营销策略内容及营销组合理论 3
二、脉动饮料营销现状分析 3
（一）脉动饮料公司简介 3
（二）脉动饮料市场发展现状分析 4
（三）脉动饮料面临的市场营销环境