脉动饮料营销策略研究

本科论文AbstractThe current sports boom has improved the sports drink market to some extent,and its development has dampened the economic demand for sports capital andindustry across the country,stimulating a booming market economyAfter thereform and opening up,the pursuit of a good quality of life,pay more attention totheir own health problems,under the strong pressure of life,after work to strengthenphysical exercise to ensure good health.This has also stimulated the development offunctional beverages,which are in increasing demand.Sports drinks play anincreasingly important role in our daily lives because of the physical fatigue anddecline in body function that can occur after exercise.Sports drinks can slow downthe fatigue period during exercise,thereby improving motor function and protectingour health.Therefore sports drinks are very important in the development of themodern marketThis paper analyzes the market positioning and strategy of the sports drinkproduct "Pulse"using PEST method,five force model,STP and 4P.Andanalyzed the marketing environment of pulse functional beverages,researched andanalyzed the Chinese functional sports beverage market,understood thecomprehensive marketing strategy of pulse functional beverages in the Chinesemarket,and made specific analysis of the marketing strategy,pointed out thecurrent problems of pulse functional beverages in the Chinese beverage market,andproposed appropriate improvement ideas to increase the national popularity offunctional beverages in the Chinese market and promote the sustainable developmentof products。Keywords:pulsation;sports drinks;marketing:marketing strategy Translatedwith