【正文】 een fluorescent label, and golden cover. In 2010, 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 internet, furthermore, the main reason for that is the online games, then es searching for news, watching online videos, social networking() 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 network, 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 develops from originally way of online and internet 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, 2008(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 networking. 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 2009, 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.目 錄第1章 緒論 12 選題背景 12 以激浪為例進行研究的理由 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 17 18 19 激浪品牌的誕生及產(chǎn)品定位 20 激浪品牌的誕生 20 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 25第3章 激浪品牌的產(chǎn)品差異化策略 26 重新上市的背景 26 重新上市的外因 26 通過上市測試 26 產(chǎn)品口味創(chuàng)新策略 29 29 激浪的獨特口味 29 介于碳酸飲料和運動飲料之間的定位策略 30 34 34 激浪獨特的包裝策略 34 35第4章 激浪品牌的個性化溝通策略 37 激浪的總體溝通策略及框架 37 激浪品牌溝通的總體策略 37 激浪品牌溝通框架 38 穿越火線植入式網(wǎng)游合作 41 41 2010年首次合作 42 46 2011年再次合作 47 激浪團隊網(wǎng)絡(luò)集結(jié) 48 穿越火線社團意見領(lǐng)袖 49 高校BBS 50 激浪特色贈飲 51 51 激浪的獨特贈飲 51第5章 激浪品牌的街頭文化推廣策略 54 54 街頭文化簡介 54 54 55 55 55 61 62 激浪的其它街頭文化元素 64 64 65 66第6章 研究結(jié)論 68 68 主要研究結(jié)論 69 激浪市場營銷的成功與不足 69 對小眾品牌市場營銷的啟示 70 今后的課題 71參考文獻 73圖表索引圖 1 1 百事公司世界領(lǐng)先飲料品牌圖 14表 1 1 百事公司碳酸品牌目標(biāo)消費群 14圖 2 1 2010年中國軟飲料品類銷量占比 17表 2 1 碳酸飲料各類別的主要特征和感知描述 18圖 2 2 碳酸飲料各類別銷量占比對照圖 19表 2 2 碳酸飲料細分 20圖 2 3 1940年激浪品牌廣告牌 20圖 2 4 1964年百事收購激浪圖 21圖 2 5 激浪目標(biāo)消費群 22圖 2 6 激浪品牌定位圖（1317歲） 23圖 2 7 激浪品牌定位圖（18歲以上） 24圖 2 8 激浪與可口可樂500ml銷量對比 25圖 3 1 碳酸飲料品牌的主要飲用者 26圖 3 2 激浪品牌名稱容易記憶程度評分 27圖 3 3 激浪與雪碧產(chǎn)品屬性對比 28圖 3 4 激浪與雪碧總體概念表現(xiàn)對比 28圖 3 5 激浪口味測試結(jié)果 30表 3 1 激浪與雪碧口味對比 30圖 3 6 激浪與檸檬味碳酸品牌屬性對比圖 31圖 3 7 激浪與檸檬味碳酸消費者年齡對比圖 31圖 3 8 激浪與檸檬味碳酸消費者性別對比圖 32圖 3 9 激浪與運動飲料品牌屬性對比圖 32圖 3 10 激浪與運動飲料消費者年齡對比圖 33圖 3 11 激浪與運動飲料消費者性別對比圖 33圖 3 12 激浪介于檸檬味碳酸與運動飲料兩大品類之間 33圖 3 13 激浪產(chǎn)品包裝圖 34圖 3 14 激浪包裝喜好度 35圖 3 15 激浪升級版產(chǎn)品包裝 36圖 4 1 各種媒體溝通方式對比 37表 4 1 1624歲男性上網(wǎng)習(xí)慣 38圖 4 2 激浪國外經(jīng)典廣告片 39圖 4 3 消費者認知產(chǎn)品的主要途徑 39圖 4 4 激浪產(chǎn)品陳列 40圖 4 5 碳酸飲料主要消費場所 40圖 4 6 上市期間711促銷活動 41圖 4 7 穿越火線網(wǎng)絡(luò)游戲 42表 4 2 CF促銷網(wǎng)絡(luò)宣傳 43圖4 8 激浪CF促銷版標(biāo)簽設(shè)計 43圖 4 9 CF促銷海報、網(wǎng)吧桌卡、鼠標(biāo)墊 44圖 4 10 CF促銷網(wǎng)吧墻面貼 44圖 4 11 CF促銷網(wǎng)吧串旗 44表 4 3 CF促銷禮品一覽表 45圖 4 12 激浪2010年CF促銷推升銷量 46圖 4 13 激浪2009年vs2010年銷量對比圖 47表 4 4 2010vs2011年CF促銷對比表 47圖 4 14 2011年激浪、極度CF促銷版標(biāo)簽 48圖 4 15 2011年激浪、極度CF促銷主視覺 48圖 4 16 激浪銷量來源 49圖 4 17 激浪CF促銷微博截屏 50圖 4 18 高校BBS截屏 51表 4 5激浪贈飲與傳統(tǒng)贈飲的區(qū)別 52圖 4 20 激浪贈飲（戶外） 53圖 4 21 激浪摩托車 53圖 5 1 百度街頭元素搜索排名 54圖 5 2 2009年激浪精舞門活動海報 56圖 5 3 北京西單大悅城 56圖 5 4 激浪精舞門斗舞現(xiàn)場 57圖 5 5 激浪精舞門齊