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1.市场综述康师傅冰红茶是顶新国际集团饮品事业群于1997年6月推出的一款新型饮料,它是在茶的基础上加入柠檬口味。“冰红茶”推出伊始,是一个相对新的产品概念,但不久就受到了广大消费者特别是年轻一族的认可和接受。“冰红茶”整个品类开始从不成熟逐渐走向成熟,这同时也就意味着竞争的加剧——竞争对手纷纷出现,并同时受到碳酸饮料市场的间接冲击。除去整个市场的环境影响,还有一个问题就是康师傅冰红茶自身的。由于康师傅是做方便面起家的,因此它的品牌在消费者的心中主要是诚实可信、质量有保证的形象.而缺乏针对核心的消费群——年轻人的专属诉求与动感形象。由于以上两点:竞争日趋激烈及品牌形象老化,康师傅
1. Market Overview Master Kong Ice Tea is a new beverage launched by Ting Hsin International Group Drinks Business Group in June 1997. It adds lemon flavor based on tea. “Ice Tea ” was introduced at the beginning, is a relatively new product concept, but soon after by the vast number of consumers, especially young people’s recognition and acceptance. “Ice tea ” The whole category began to gradually mature from immaturity, which also means that competition intensified - competitors have appeared, and at the same time by the carbonated beverage market, an indirect impact. Remove the environmental impact of the entire market, there is a problem is Master Kong ice tea itself. Since Tingyi is a company that makes instant noodles, its brand is mostly honest, quality-assured in the minds of consumers, and lacks the core appeal of consumers - the exclusive appeal and dynamic image of young people. Due to the above two points: the increasingly fierce competition and brand image aging, Master Kong