1、中南民族大学 硕士学位论文 凉茶品牌定位策略研究以王老吉为例 姓名：金琳 申请学位级别：硕士 专业：企业管理 指导教师：余序洲 20100401 I WTO II Abstract Followed along with our countrys reformation and opening-up, the domenstic beverage industries entered a new period of development, and beverage market also enterd an unprecedented boom period. Since China ent
2、ered World Trade Organization (WTO), international beverage tycoon enterd domestic market in China one after another, therefore, each domestic beverage manufacturer faced with chance and challenge come from various aspects, and the competition between beverage brands became increasingly drastic. How
3、 to pinpoint the market position of brand, ascertain competitive advantages of brand, and formulate relevant marketing strategy is the problem each domestic beverage manufacturer should take into account. Fristly, by researching the positioning theory originated by Al Ries and Jack Trout, this paper
4、 generalizes the basic framework of positioning theory, which includes theoretic presumption, positioning strategy and the relation between positioning and marketing mix. The theoretic framework not only explains the theoretic character of brand positioning from the aspect of social environment, aff
5、ecting mechanisms and theoretic base, but also brings up the thought method of positioning from the aspect of methodology, tactics and strategy. Adding to the Organic Integration of positioning and marketing mix, it comes from a suit of integrated solving scheme in practice. Secondly, this paper has
6、 a systematic analysis on outside marco-environment of herbal tea beverage industry and major competitors of brands inside the herbal tea market. Then, based on the theoretic framework, this paper takes WONG LO KAT herbal tea as an example, and researches the strategy on brand positioning and releva
7、nt marketing mix of it. Through analysis on the prevenient sense of WONG LO KAT herbal tea, it was positioned the beverage that can prevent excessive internal heat in body, a new category divided from the beverage market. Through simplifying communication of advertising discourse “fear about excessi
8、ve internal heat in body, III please drink WONG LO KAT”, it occupies the position of “prevent excessive internal heat in body” in comsumers brain, and the process of brand positioning of it in comsumers brain was finished. Based on this positioning strategy, WONG LO KAT reasonably organised and arra
9、nged its product strategy, price strategy, distribution strategy and promotion strategy, which not only served for and further consolidated the position of preventing excessive internal heat in body, but also elevated the value of brand. Lastly, this paper gives relevant suggestions on these herbal
10、teass brand positioning. On the way of entering international market, WONG LO KAT not only should persist in positioning of “prevent excessive internal heat in body”, but also need to spread China as the country of herbal tea and use the region sense resources of “Chinese herbal tea” to open the int
11、ernational market. Likewise, other domestic brands on herbal teas such as HE QI ZHENG, SHUN PAI and so on want to grab the position of “the second brand on herbal teas” should learn the lessons from successful positioning of WONG LO KAT, and find out own position, and then adjust their product strat
12、egies, price strategies, distribution strategies and promotion strategies to fit their position. Key words: Positioning Strategy, Brand positioning, Marketing mix 1 _ 2 1 20 70 David Ogilvy William Bernbach Leo Burnett Rosser Reeves USP Al Ries Jack Trout 20 70 40 17 1 2001 2 90 2005 2002 7 2002 4Ps
13、 1 2006 2 (20 ) 2002 2 2002 1.8 2003 6 2004 15 2005 25 2007 50 2008 100 2009 150 1 0 20 40 60 80 100 120 140 160 2002 2003 2004 2005 2006 2007 2008 2009 1 2002-2009 40% 3 3 http:/ 3 1 17 2 3 4Ps 4 positioning 1969 6 Industrial Marketing 1971 11 IBM 1972 4 24 5 1 5 8 Advertising Age 1981 Positioning: The Battle for Your Mind 1996 ( Steve Rivkin) 1969 , , , 20 70 5 STP Segmentation Targeting Positioning 4P , , Michael Porter Treacy and Wiersema 1994 Crawford and Mathews 2001 1991 , , , 2002 6 4A
