【正文】 avor positions itself in the lemonflavored carbonated drink, the endless energy and smooth taste that ing from its unique formula of high sugar, high caffeine and low carbonate also belong to the sports drink. A research report of Millward Brown in 2020 shows that Mountain Dew39。s unique taste makes it successfully exist between the lemonflavored carbonated beverages and sports drinks. Besides, its packaging fully reflects the brand spirit of youth, fashion, and antitradition. When it relaunched in Chinese market in 2020, the innovative packaging shows more fashionable elements, including the design of beer bottle shape, using the green fluorescent label, and golden cover. In 2020, it made a breakthrough again and changed the color of whole bottle to fluorescent green. It is much more attractive in packaging, bold in design and fashionable in style. It is also the first fluorescent packaging in Chinese beverage market, demonstrating its unique product DNA of unlimited imagination and varieties on forms. On brand munication, Dew made research on some habits of shopping, entertainment and friends making among the young men mostly at age of 16 to 24. It found that this consumer group bee much more dependent on inter, furthermore, the main reason for that is the online games, then es searching for news, watching online videos, social working() and blog. Based on the findings above, Dew chooses online games as the main way of munication with its target audience, simultaneously supplemented by other strategies such as uploading classic online mercials and blog, microblog and building BBS work, etc.. In the selection of online games, Dew prefers Cross Fire, the most popular game of Tencent Co.. among the target consumers. It is a winwin cooperation. On one hand, Dew can enhance its brand preference and loyalty among target consumers through the game platform。 on the other hand, the design of the implantable online encourages consumers drink more and stimulates the growth in sales. While for Cross Fire game, it 7 develops from originally way of online and inter to a new promotion channel of joint promotion that you can nearly find the related information any places where you can find the drinks, besides, this implantable online game increases the access frequency of players. In addition, from consumers’ perspective, they can get the promotion gifts that are worth a few dozen or hundred Chinese Yuan, even some articles of limited edition that not for sale, which greatly reduces the cost in playing online games and help them enjoy their favorite products, no matter the drinks or CF game, and have much more fun. Another factor for Dew’ s success is its highly personalized, that is, the unique street culture of positive, vibrant and challenging the limits. As it is shown in “ Index Searching List of Baidu” released in Sep, 2020(for the past 30 days), street dance has bee the most popular form of street culture. It has two characteristics: easy to grasp and representative counterculture, making it outstanding among other street culture forms. Therefore, street dance has bee the first choice. In order to get all the confidential and optimistic young people involved in it and present themselves, Dew Street Dance Competition build a vertical and horizontal social working. Vertically, as a minority of the people who can participate the petition, the whole petition consists of district petition, training camps for district dance winners, the national finals (jointly launched the Mountain Dew TV arena contest with Travel Channel) and the ultimate station, shooting of Dew Street Dance 2`. While horizontally, from street culture enthusiasts’ points of view, the activities also include ground road shows, online vote for the best dancer and final site support for participants, etc. Generally speaking, the marketing strategy for Mountain Dew is successful. Since relaunched in Chinese market in March of 2020, its sale scale has been continuing to grow in trend. And EBES shows that the heavy drinkers are exactly the target consumers. It greatly manifests the personality, the performance of avantgarde and the unique brand attitude. And surely it also has the deficiencies in marketing strategies. For example, it pays too much attention to the gathering place of young people but neglect of traditional marking channels, and it prefers the firsttier cities to the second/third tier cities, which are necessary to be corrected in future. 8 目 錄 第 1 章 緒論 ................................................................................................................. 12 選題背景 ............................................................ 12 以 激浪 為例進(jìn)行研究的理由 ............................................ 13 研究方法與論文結(jié)構(gòu)安排 .............................................. 15 第 2 章 激浪 品牌營銷案例背景 .................................................................................... 17 碳酸飲料概述 ........................................................ 17 碳酸飲料的現(xiàn)狀 ........................................................................................... 17 碳酸飲料的分類 ........................................................................................... 18 碳酸飲料的主要生產(chǎn)廠商和品牌 .................................................................. 19 激浪品牌的誕生及產(chǎn)品定位 ............................................ 20 激浪品牌的誕生 ........................................................................................... 20 激浪的品牌定位 ........................................................................................... 21 激浪在國內(nèi)外市場的發(fā)展 .............................................. 24 激浪在國外市場的業(yè)績 ................................................................................ 24 激浪 在中國市場的發(fā)展概況 .....................................................