【正文】 計(jì)工業(yè)總產(chǎn)值136，035，326千元，％；實(shí)現(xiàn)累計(jì)產(chǎn)品銷售收入144，952，044千元，％；實(shí)現(xiàn)累計(jì)利潤(rùn)總額10，235，889千元，％。據(jù)統(tǒng)計(jì)，中國(guó)軟飲料年產(chǎn)量以超過20％的年均增長(zhǎng)率遞增，達(dá)到1300多萬噸。目前中國(guó)市場(chǎng)上的軟飲料產(chǎn)品主要包括飲用水、碳酸飲料、果蔬汁飲料、乳飲料、茶飲料和功能飲料。中國(guó)的軟飲料企業(yè)想要面對(duì)新型條件下的競(jìng)爭(zhēng)挑戰(zhàn)并抓住歷史機(jī)遇發(fā)展自己，系統(tǒng)地掌握差異化營(yíng)銷的理論并應(yīng)用于實(shí)踐是當(dāng)務(wù)之急。當(dāng)今世界，差異化營(yíng)銷已經(jīng)成為企業(yè)整體營(yíng)銷活動(dòng)中必不可少的一個(gè)環(huán)節(jié)。s different need, follows close on the soft drinks market’s development tendency, and achieves many innovations in technology, organization and management.KEY WORDS: soft drink difference marketing strategy中國(guó)軟飲料市場(chǎng)的差異化營(yíng)銷策略研究 隨著世界經(jīng)濟(jì)的一體化的發(fā)展和營(yíng)銷環(huán)境的變化，差異化營(yíng)銷策略已越來越受到企業(yè)的關(guān)注和偏愛，成為企業(yè)開發(fā)新產(chǎn)品、尋求新市場(chǎng)、抵御競(jìng)爭(zhēng)壓力和進(jìn)行營(yíng)銷策劃的有力武器。最后，想要更有效地實(shí)施差異化策略，中國(guó)軟飲料企業(yè)還要清楚地了解各類消費(fèi)者的不同需要，緊跟軟飲料市場(chǎng)的發(fā)展趨勢(shì)，并做到在生產(chǎn)技術(shù)和組織、管理上的多方面的創(chuàng)新。具體來說，實(shí)施產(chǎn)品差異化策略，可以在產(chǎn)品的定位、市場(chǎng)、包裝、品類、工藝、渠道等方面實(shí)現(xiàn)差異化；要實(shí)現(xiàn)品牌形象差異化，可以從品牌名稱、品牌定位、品牌個(gè)性中創(chuàng)造差異；而促銷差異化，則可以憑借差異化的廣告策劃、促銷活動(dòng)、公關(guān)策劃來實(shí)現(xiàn)。而要抓住這些市場(chǎng)機(jī)遇，開辟出新的細(xì)分市場(chǎng)，從而解決日益困擾軟飲料企業(yè)發(fā)展壯大的同質(zhì)化問題，將產(chǎn)品或品牌與同類產(chǎn)品區(qū)分開來，在激烈的競(jìng)爭(zhēng)中脫穎而出，實(shí)施差異化營(yíng)銷策略是一個(gè)行之有效的方法。良好的市場(chǎng)前景吸引了越來越多的企業(yè)的進(jìn)入軟飲料市場(chǎng)，造成了軟飲料市場(chǎng)上飲料品牌眾多，競(jìng)爭(zhēng)異常激烈，產(chǎn)品同質(zhì)化現(xiàn)象嚴(yán)重等現(xiàn)狀。中國(guó)軟飲料市場(chǎng)的差異化營(yíng)銷策略研究學(xué) 院：影視技術(shù)藝術(shù)學(xué)院專 業(yè)：廣告學(xué)學(xué)生姓名：陳哲學(xué) 號(hào)：04110081指導(dǎo)老師：烏嘉義目 錄摘 要 4ABSTRACT 5一、中國(guó)軟飲料市場(chǎng)現(xiàn)狀分析 8（一）市場(chǎng)需求量大，增長(zhǎng)趨勢(shì)明顯 8（二）飲料種類豐富，消費(fèi)需求多元化 9（三）飲料品牌之間競(jìng)爭(zhēng)激烈 9（四）產(chǎn)品同質(zhì)化明顯 10（五）市場(chǎng)消費(fèi)的不均衡性突出 11二、中國(guó)軟飲料市場(chǎng)的差異化營(yíng)銷策略分析 11（一）中國(guó)軟飲料市場(chǎng)的產(chǎn)品差異化策略分析 12（二）中國(guó)軟飲料市場(chǎng)的品牌形象差異化策略分析 16（三）中國(guó)軟飲料市場(chǎng)的促銷差異化策略分析 20三、中國(guó)軟飲料市場(chǎng)的差異化營(yíng)銷策略的誤區(qū)與風(fēng)險(xiǎn) 24（一）中國(guó)軟飲料市場(chǎng)差異化營(yíng)銷策略的誤區(qū) 25（二）中國(guó)軟飲料市場(chǎng)差異化營(yíng)銷策略的風(fēng)險(xiǎn) 25四、中國(guó)軟飲料市場(chǎng)差異化營(yíng)銷策略的建議 27（一）根據(jù)消費(fèi)者的需求實(shí)施差異化營(yíng)銷策略 27（二）根據(jù)軟飲料市場(chǎng)的發(fā)展趨勢(shì)實(shí)施差異化營(yíng)銷策略 28（三）堅(jiān)持不斷創(chuàng)新 28注釋 30參考文獻(xiàn) 31致謝 32附錄摘 要差異化營(yíng)銷策略是指企業(yè)有效地運(yùn)用其技術(shù)、產(chǎn)品、服務(wù)等方面的優(yōu)勢(shì)，向目標(biāo)市場(chǎng)推出具有滿足消費(fèi)者特定需要的產(chǎn)品或服務(wù)，從而樹立與眾不同的形象，形成具有區(qū)別的特定消費(fèi)市場(chǎng)，以抵御其他同類產(chǎn)品和替代品的激烈競(jìng)爭(zhēng)。隨著中國(guó)經(jīng)濟(jì)的持續(xù)發(fā)展，居民生活水平的不斷提高，中國(guó)軟飲料市場(chǎng)容量不斷增加，具有極大的成長(zhǎng)空間。與此同時(shí)，當(dāng)代中國(guó)軟飲料市場(chǎng)的消費(fèi)需求多元化以及市場(chǎng)消費(fèi)不均衡等特征也給我國(guó)軟飲料企業(yè)的發(fā)展提供了機(jī)遇。當(dāng)代的中國(guó)軟飲料企業(yè)實(shí)施差異化營(yíng)銷策略，主要可以從產(chǎn)品差異化、品牌形象差異化以及促銷差異化這三大途徑著手。另外，軟飲料企業(yè)在實(shí)施差異化策略時(shí)有必要認(rèn)識(shí)到，差異化營(yíng)銷策略并不是萬能的，而是一把雙刃劍，不當(dāng)?shù)牟町惢呗詴?huì)給企業(yè)造成嚴(yán)重的后果，軟飲料企業(yè)必須警惕走入差異化策略的誤區(qū)，規(guī)避差異化策略所可能引發(fā)的各種風(fēng)險(xiǎn)。關(guān)鍵詞：軟飲料 差異化 營(yíng)銷策略ABSTRACTThe difference marketing strategy is refers to the enterprise effectively to utilize its technology、product、service superiority, offer the product or service which has meets the consumer’s specific needs to the goal market, thus sets up the unusually image, forms the specific difference market, resists the petition of other similar products and substitute.With the development of economic and people’s living standard in China, the output of soft drinks is increase year by year, the market capacity increase unceasingly and have great potentiality of development. More and more enterprises have been attracted entering this market, as consequence, the drink multitudinous brand pete intensely, the product homogeneity phenomenon is serious and so on. At the same time, the contemporary Chinese soft drinks market’s diverse demand and the unbalanced expend in market give the soft drinks enterprise the opportunity to development. The difference marketing strategy is an effective method for the soft drinks enterprise to hold the market opportunities and open new market, thus solves the product homogeneity phenomenon which handicap the soft drinks enterprise grows strong and differentiate the product or the brand with the similar product so as to win the petition.Chinese soft drinks enterprise can implement difference marketing strategy in the way of the product difference, the brand image difference and the sale difference. To implement the product difference strategy, may in the aspect of the product localization, market, packing, category, craft, and channel. To implement the brand image difference, may in the aspect of the brand name, the brand localization and the brand individuality. To implement the sale difference, may in the aspect of the advertisement, sell and the public relationship. Moreover, when the soft drinks enterprise implementation difference strategy has the necessity to realize the difference marketing strategy is not multipurpose, but is a doubleedged sword, the improper difference strategy can create the serious consequence to the enterprise, the soft drinks enterprise must be vigilant the erroneous zone of the difference strategy, dodges each kind of the risk which the difference strategy possibility initiates. Finally, Chinese soft drinks enterprise must clearly understand each kind of consumer39。同時(shí)，伴隨著人們對(duì)于營(yíng)銷理論研究的不斷深入，實(shí)現(xiàn)差異化的范圍變得異常廣大。當(dāng)代的中國(guó)軟飲料業(yè)有著世界任何一個(gè)國(guó)家都無法比擬的潛在消費(fèi)市場(chǎng)，而這一潛在消費(fèi)市場(chǎng)正逐步向現(xiàn)實(shí)消費(fèi)市場(chǎng)轉(zhuǎn)變，一個(gè)龐大的飲料市場(chǎng)正悄然形成。一、中國(guó)軟飲料市場(chǎng)現(xiàn)狀分析在我國(guó)，%的天然的或人工配制的飲料規(guī)定為軟飲料，即通常所謂的非酒精飲料，又稱清涼飲料、無醇飲料。中國(guó)軟飲料市場(chǎng)的發(fā)展是從八十年代開始的，僅用了二十年的時(shí)間就幾乎走完了歐美國(guó)家八十年的軟飲料發(fā)展全過程，時(shí)至今日，已經(jīng)成長(zhǎng)為一個(gè)龐大，成熟的市場(chǎng)，其現(xiàn)狀呈現(xiàn)如下特征：（一）市場(chǎng)需求量大，增長(zhǎng)趨勢(shì)明顯近年來，隨著經(jīng)濟(jì)的快速增長(zhǎng)和城鄉(xiāng)消費(fèi)者收入水平和消費(fèi)能力的持續(xù)提高，促使飲料消費(fèi)