【正文】 壓力，從而影響著我國(guó)的運(yùn)動(dòng)飲料的銷(xiāo)售額。. . . .. . 學(xué)習(xí)好幫手 產(chǎn)品價(jià)格不合理一般運(yùn)動(dòng)飲料的價(jià)格都偏高，運(yùn)動(dòng)飲料在生產(chǎn)過(guò)程中需要添加不同的營(yíng)養(yǎng)元素，功能因子導(dǎo)致生產(chǎn)成本變大，最終會(huì)體現(xiàn)在消費(fèi)者的購(gòu)買(mǎi)價(jià)格上。但是運(yùn)動(dòng)型飲料在我國(guó)還處于導(dǎo)入期，目前還沒(méi)有市場(chǎng)的主導(dǎo)品牌，所以更有利于中國(guó)目前時(shí)期的新品進(jìn)入市場(chǎng)。 訪(fǎng)談法通過(guò)與運(yùn)動(dòng)飲料市場(chǎng)相關(guān)管理人員面對(duì)面的語(yǔ)言交談，了解目前我國(guó)運(yùn)動(dòng)型飲料市場(chǎng)的發(fā)展?fàn)顩r以及制約因素，并得出相關(guān)解決措施。s life. However, the people are not aware of the benefits of sports drinks in China. With people life rhythm accelerating, labor and social life make people get terribly fatigued, but in such a stressful environment, people are unable to alleviate this fatigue visa the proper rest. More and more people chose smoking, drinking and other ways to eliminate fatigue. However, these methods alleviate the symptoms of fatigue, even cause serious destroy to the body. Drinking sports drinks can not only effectively eliminate fatigue but also replenish nutrients lost from the body. Therefore, making a research about the development and functions of sports has a very important significance. At the same time, sports drinks as a force in the market, it is to its own unique charm to attract consumers. This thesis analyzes the market development status, the prospect of sports drinks and marketing strategy in China. In this paper, the writer through the understanding and knowledge to sport drinks, grasp the problems of sports drinks in our country marketing, explore the speed of sports drinks market development. In order to ensure sports drinks in China marketing develop better and faster. Therefore, we need further research, and provide a realistic basis and theoretical reference for enough relevant departments of our country sports drinks.. . . .. . 學(xué)習(xí)好幫手Keywords: Sports drink。摘 要：運(yùn)動(dòng)飲料在人們的日常生活中扮演著越來(lái)越重要的角色，運(yùn)動(dòng)飲料可以改善運(yùn)動(dòng)時(shí)人體的內(nèi)環(huán)境，提高運(yùn)動(dòng)后的免疫力、恢復(fù)能力，增強(qiáng)機(jī)體的抗疲勞能力，使人體在運(yùn)動(dòng)過(guò)程中充滿(mǎn)活力，延長(zhǎng)機(jī)體在運(yùn)動(dòng)過(guò)程中疲勞的出現(xiàn)時(shí)間，增強(qiáng)運(yùn)動(dòng)過(guò)程中的愉悅感。研究方向：運(yùn)動(dòng)人體科學(xué)。本文通過(guò)對(duì)我國(guó)的運(yùn)動(dòng)飲料市場(chǎng)營(yíng)銷(xiāo)發(fā)展現(xiàn)狀和前景，營(yíng)銷(xiāo)策略進(jìn)行分析研究，把握運(yùn)動(dòng)型飲料在我國(guó)市場(chǎng)目前階段營(yíng)銷(xiāo)所呈現(xiàn)的種種問(wèn)題，致力于探索如何加快運(yùn)動(dòng)型飲料的市場(chǎng)開(kāi)發(fā)力度和豐富運(yùn)動(dòng)型飲料的營(yíng)銷(xiāo)市場(chǎng)，以保證我國(guó)的運(yùn)動(dòng)飲料市場(chǎng)能夠更快更好的發(fā)展。我國(guó)的運(yùn)動(dòng)飲料市場(chǎng)的發(fā)展在很大程度上緩解了體育資金的需求與全國(guó)各行各業(yè)的經(jīng)濟(jì)需求,推動(dòng)了我國(guó)的市場(chǎng)經(jīng)濟(jì)的發(fā)展。從 2022 年末開(kāi)始，跟隨著功能性飲料的發(fā)展，飲料界迎來(lái)了大刀闊斧的細(xì)分，其中主要的品牌有脈動(dòng)、激活、他+她、紅牛、健力寶等，還有新興起的植物藥飲如王老吉，加多寶，和其正。目前，我國(guó)的飲料的品牌頗多，功能也大多相似，沒(méi)有哪個(gè)品牌是針對(duì)某一特定功能做出了突出成效的，所以消費(fèi)者在選擇功能飲料的時(shí)候，就會(huì)出現(xiàn)盲目的根據(jù)口感選擇或者根據(jù)產(chǎn)品先入為主的思維定勢(shì)來(lái)選擇，近而影響產(chǎn)品的銷(xiāo)售量。在我國(guó)的超市商場(chǎng)中貨架上擺放的運(yùn)動(dòng)飲料，一罐 250 毫升的聽(tīng)裝飲料價(jià)格在 6元，一瓶 600 毫升瓶裝的脈動(dòng)價(jià)格在 5 元左右，而普通的飲料如紅茶，綠茶，冰糖雪梨，美年達(dá)，七喜等等價(jià)格均在 — 元。如此下去運(yùn)動(dòng)飲料的消費(fèi)或潛在消費(fèi)者心理將產(chǎn)生抵觸情緒，因此整個(gè)運(yùn)動(dòng)飲料產(chǎn)業(yè)的發(fā)展也將受到很大的打擊。 借鑒國(guó)外的運(yùn)動(dòng)飲料的營(yíng)銷(xiāo)經(jīng)驗(yàn)我國(guó)的運(yùn)動(dòng)飲料起步比較晚，缺乏相應(yīng)的經(jīng)驗(yàn)。在企業(yè)內(nèi)部，定價(jià)主要受市場(chǎng)營(yíng)銷(xiāo)目標(biāo)、生產(chǎn)成本、各企業(yè)間的競(jìng)爭(zhēng)等影響；在外部，經(jīng)濟(jì)因素如通貨膨脹造成的成本上漲。我國(guó)運(yùn)動(dòng)飲料的發(fā)展還需要進(jìn)一步的宣傳、推廣，企業(yè)要做到迎合消費(fèi)者心理，做到知己知彼，才能站穩(wěn)市場(chǎng)，增大