摘要
功能性饮料崛起的原因在于国际红火的市场前景与国内有利的市场契机,通过对该品类饮料营销策略中的产品定位策略与媒体投放策略的分析,指出制约功能饮料发展的瓶颈在于该类产品不够平民化以及缺乏相应的行业标准。
Functional beverage pops up as the result of good prospect of international market and opportunities available in China.This paper compares the positioning strategy and media strategy used by brands of functional beverage,and points out that the high price and the lack of the trade standard restrict its fast growth.
出处
《鹭江职业大学学报》
2005年第2期49-52,共4页
Journal of Lujiang University
关键词
功能性饮料
定位策略
媒体策略
行业标准
functional beverage
positioning strategy
media strategy
trade standard
