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当前位置: 首页 > 文章 > 四川某公司黄栀子凉茶推广现状及营销策略 安徽农业科学 2015,43 (32) 338-340
Position: Home > Articles > The Product Promotion and Marketing Strategy of Gardenia Herbal Tea of a Company in Sichuan Journal of Anhui Agricultural Sciences 2015,43 (32) 338-340

四川某公司黄栀子凉茶推广现状及营销策略

作  者：
赵成文;陈小艺
单  位：
四川医科大学人文与管理学院
关键词：
产品推广;营销策略;黄栀子凉茶
摘  要：
为摸清消费者对四川某公司生产的黄栀子凉茶的口感、包装、价格、促销方式的倾向性,对随机人群进行了问卷调查和访问,得到147份有效问卷。调查结果显示,该公司的黄栀子凉茶在产品推广中存在产品口味单一、产品规格单一、定价偏高、品牌知名度低等问题。为了提高该产品的市场占有率及经济效益,从定位、产品、定价、渠道、促销等5个方面提出了相应的营销策略:该公司可以将黄栀子凉茶定位为天然草本浓缩饮品,改良产品口味,强化新品推出前的试销,在产品导入期采用快速渗透定价策略,采用密集型分销渠道,并借用互联网平台销售,在媒体促销、户外广告、体验促销方面加大促销力度。
译  名：
The Product Promotion and Marketing Strategy of Gardenia Herbal Tea of a Company in Sichuan
作  者：
ZHAO Cheng-wen;CHEN Xiao-yi;School of Humanities and Management Sciences,Sichuan Medical University;
关键词：
Product promotion;;Marketing strategy;;Gardenia herbal tea
摘  要：
In order to be aware of the consumers' tendency about taste,packing,price,promotion way of gardenia herbal tea of a company in Sichuan,the paper made some questionnaires and access from people at random,then got 147 valid questionnaires. the result of the survey showed that there were some problems such as single taste,single product specifications,pricing is on the high side,low brand recognition in the process of the product promotion of the company's gardenia herbal tea. In order to improve the market share and economic benefits of the product,the corresponding marketing strategy were proposed from positioning,product,price,channel,promotion. The company could position the gardenia herbal tea as the natural herbal concentrated drinks,made the taste batter,improved the test before the new products sales,selected rapid penetration pricing strategy in the introduction periods,using the intensive distribution channels,using the Internet platform to sale,intensified promotion in the media,outdoor advertising and experience marketing.

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