康师傅饮品广告策略分析
毕业论文关键词：康师傅；饮品；广告策略
Analysis of Master Kong Beverage Advertising Strategy
Abstract: With the rapid development of today's modern commodity economy and society, in our daily lives, advertising is everywhere. Master Kong enterprise has become a benchmark for the food and beverage industry, not only because of its full attention to advertising, more important is the correct use of advertising strategies. This paper tries to learn from the advertising point of view, first of all, introduce the development of enterprises and their drinks overview Master Kong; Secondly, the analysis focused on four aspects of its advantages, such as the emotional appeal mainly to advertising appeals, perse means of advertising and promotion, full celebrity endorsements based advertising and in seasonally-based advertising time;
Furthermore, pointing out its over-reliance on television, serious phenomenon advertising model, emphasis on commercial and nonprofit advocacy contempt and other deficiencies; Finally, in accordance with its shortcomings propose how to improve Master Kong Beverages advertising strategy, such as taking into account other advertising media, rich and creative the form, and both commercial and nonprofit advocacy and so on, to provide a reference for the role of other enterprises.
Key Words：Master Kong；Beverage；Advertising Strategy
目 录
摘 要 1
Abstract 1
一、康师傅企业与饮品发展概况 2
（一）康师傅企业概况 2
（二）康师傅饮品发展概况 3
二、康师傅饮品广告策略的优势 3
（一）以感性诉求为主的广告诉求 4
（二）多样化的广告促销 5
（三）以全明星代言为主的广告宣传 7
（四）以季节性投放为主的广告时间 9
三、康师傅饮品广告策略存在的不足 10
（一）过分依赖电视媒体 10
（二）广告模式化现象严重 11
（三）重商业广告轻公益性宣传 12
四、康师傅饮品广告策略的改进之道 13
（一）兼顾其他广告媒体 13
（二）丰富广告创意形式 14
（三）商业广告与公益性宣传并重 14
参考文献 16
康师傅饮品广告策略分析 康师傅饮品控股有限公司是顶新国际集团旗下的台商投资企业，凭借着产品在市场上占有率过半的出色表现，企业于2013年11月荣获“市场占有率领军企业”奖。通过细心观察，我们不难发现，其独特有效的广告策略是康师傅能在众多同行中脱颖而出的关键因素。本文以康师傅饮品控股有限公司为研究对象，从广告学理论出发，剖析康师傅饮品广告策略精髓及存在的问题，力求探索并完善与企业现阶段战略相符合的更优广告策略，旨在帮助企业在有限的广告投放资源上发挥出更大效益，使其巩固并抢占更多的市场份额，同时对其他企业提供具有一定借鉴意义的研究论证报告。
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