【正文】 ties 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。 以 激浪 為例進行研究的理由 在這個競爭異常激烈的市場經(jīng)濟時代，每一 家企業(yè)都在想方設(shè)法運用各種各樣的營銷手段，采取不同的營銷策略。 在 獨特的街頭 文化策略 章節(jié) 中， 仔細分析了激浪是如何選擇街舞運動作為引領(lǐng)目標 消費 群的介質(zhì)，又是如何通 過開展 “精 舞 門街舞比賽 ”與核心目標群實現(xiàn)高度融合的互動，以 實現(xiàn) 目標消費者 由重復(fù)購買向 品牌忠誠 的轉(zhuǎn)換 。 20 世紀 80 年代，碳酸飲料 曾經(jīng)在 中國 軟飲料市場 上 獨領(lǐng)風(fēng)騷 ，擁有 超過50%的軟飲料銷量 ；經(jīng)過幾十年的市場變化，目前 碳酸飲料雖不再 具備 當(dāng)年的霸氣，但仍然是軟飲料中的領(lǐng)軍者 。 第五章主要 介紹 激浪獨特的 街頭 文化策略。 激浪的市場營銷策略 針對 其身為小眾品牌的特征，抓住目標消費群的個性，通過 圍繞 創(chuàng)新的產(chǎn)品和包裝、前衛(wèi)的 品牌 溝通 、獨特的街頭文化 三個基本策略，推出了一系列新穎的營銷方式， 不僅對其它小眾品牌具有借鑒意義，同時也可以為其它飲料品牌 ② 百事國際， 2020 年員工培訓(xùn)資料 15 的拓展市場營銷思路 。 上個世紀的 80 年代，簡單的廣告?zhèn)鞑ケ阕阋詷淦鹨粋€品牌；到 90 年代，鋪天蓋地的廣告投入也可以撐起一個品牌；時至今日，品牌的 建 立就遠沒有那么簡單了，除了產(chǎn)品質(zhì)量 這個必要的先決條件以 外，獨特的產(chǎn) 品設(shè)計、優(yōu)秀的 廣告創(chuàng)意 、合適 的表現(xiàn)形式、恰當(dāng)?shù)?傳播媒體 、最佳的投入時機、完美的 促銷組合 等等諸多方面都是 不可或缺 的。當(dāng)然，在激浪整個市場營銷活動的運作中，還存在諸多的不足和疏漏。此 款 包裝形象更加醒目 跳躍 、設(shè)計更加大膽、造型更加 炫 酷 時尚。 簽名 ： 導(dǎo)師簽名： 日期： 3 中文摘要 激浪的英文名稱是 Mountain Dew，它是一個歷史悠久的品牌 ，誕生于 1940年， 并于 1964 年 被 百事可樂集團收購。 激浪的成功主要源于三大成 功要素： 差異化產(chǎn)品 創(chuàng)新、 個性化 品牌溝通和獨特的街頭文化。從穿越火線網(wǎng)游的角度看，一方面它開拓了推廣渠道，從之前的只有線上 網(wǎng)絡(luò)游戲 和網(wǎng)吧兩個陣地，發(fā)展成現(xiàn)在的所有有飲料銷售的地方都有激浪和 CF 聯(lián)合促銷的信息；另一方面，植入式網(wǎng)游增加了它的玩家訪問頻率。 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 ..................................................