凉茶品牌定位策略研究——以王老吉为例

1、凉茶品牌定位策略研究以王老吉为例 中南民族大学 硕士学位论文 凉茶品牌定位策略研究以王老吉为例 姓名：金琳 申请学位级别：硕士 专业：企业管理 指导教师：余序洲 20100401 中南民族大学硕士学位论文 摘 要 我国饮料行业在改革开放之后进入一个全新的发展时期，市场空前繁荣。随 着我国加入 WTO ，国际饮料巨头纷纷进入中国市场，国内各饮料生产企业面临 来自各个方面的机会和挑战，品牌间的竞争也日趋激烈。如何找准品牌的市场定 位，确定品牌的竞争优势，制定与之相对应的营销策略，是目前国内各饮料行业 普遍重视的课题。 首先，本文在对里斯和特劳特提出的定位理论研究的基础之上，构建出一个 品牌定位的基

2、本分析框架。该分析框架从社会环境、作用机制、理论基础阐述了 品牌定位的基本属性，进而从方法论、战术和战略层面提出了确立定位的基本思 路，然后通过将定位与营销组合有机地结合在一起从而形成了一套完整的企业品 牌定位的解决方案。 其次，本文对凉茶饮料的宏观环境以及凉茶市场内部主要品牌的竞争对手进 行了系统分析。 然后，本文以品牌定位的分析框架为前提，以王老吉为例，深入研究了王老 吉凉茶的品牌定位策略以及在品牌定位策略下相应的营销组合。本文认为，王老 吉凉茶通过分析消费者原有的认知，从饮料市场中分化出一个新的品类 “预防 上火的饮料”，并且通过简化传播，以“怕上火，喝王老吉”这一简单的广告语 使王老吉

3、凉茶占据消费者心智中“预防上火”的位置，实现王老吉凉茶在消费者 大脑中的品牌定位。在这个品牌定位下，王老吉又合理地组织和安排了其产品策 略、价格策略、分销策略和促销策略，使营销组合不仅服务于其“预防上火”的 定位，而且更加巩固了这个定位，提升了品牌的价值。 最后，本文针对凉茶品牌定位提出了相应的建议。在开辟国际市场的道路上， 王老吉不仅要坚持“预防上火”的定位不变，而且需要将中国打造成一个凉茶之 国，并借助“中国凉茶”这一地域心智资源打开国际市场。国内其他凉茶品牌如 和其正、顺牌等品牌想要争夺“凉茶第二品牌”的地位，也需要借鉴王老吉成功 定位的经验，找准自己的定位，并调整产品策略、价格策略、分

4、销策略和促销策 略使其与定位相适应。 关键词：定位策略，品牌定位，营销组合 I 凉茶品牌定位策略研究以王老吉为例 Abstract Followed along with our countrys reformation and opening-up, the domenstic beverage industries entered a new period of development, and beverage market also enterd an unprecedented boom period. Since China entered World Trade Organiza

5、tion (WTO), international beverage tycoon enterd domestic market in China one after another, therefore, each domestic beverage manufacturer faced with chance and challenge come from various aspects, and the competition between beverage brands became increasingly drastic. How to pinpoint the market p

6、osition of brand, ascertain competitive advantages of brand, and formulate relevant marketing strategy is the problem each domestic beverage manufacturer should take into account. Fristly, by researching the positioning theory originated by Al Ries and Jack Trout, this paper generalizes the basic fr

7、amework of positioning theory, which includes theoretic presumption, positioning strategy and the relation between positioning and marketing mix. The theoretic framework not only explains the theoretic character of brand positioning from the aspect of social environment, affecting mechanisms and the

8、oretic base, but also brings up the thought method of positioning from the aspect of methodology, tactics and strategy. Adding to the Organic Integration of positioning and marketing mix, it comes from a suit of integrated solving scheme in practice. Secondly, this paper has a systematic analysis on

9、 outside marco-environment of herbal tea beverage industry and major competitors of brands inside the herbal tea market. Then, based on the theoretic framework, this paper takes WONG LO KAT herbal tea as an example, and researches the strategy on brand positioning and relevant marketing mix of it. T

10、hrough analysis on the prevenient sense of WONG LO KAT herbal tea, it was positioned the beverage that can prevent excessive internal heat in body, a new category divided from the beverage market. Through simplifying communication of advertising discourse “fear about excessive internal heat in body,

11、 II 中南民族大学硕士学位论文 please drink WONG LO KAT”, it occupies the position of “prevent excessive internal heat in body” in comsumers brain, and the process of brand positioning of it in comsumers brain was finished. Based on this positioning strategy, WONG LO KAT reasonably organised and arranged its prod

12、uct strategy, price strategy, distribution strategy and promotion strategy, which not only served for and further consolidated the position of preventing excessive internal heat in body, but also elevated the value of brand. Lastly, this paper gives relevant suggestions on these herbal teass brand positioning. On the way of entering international mar