-I- 摘要 信息时代的到来产生了各种先进的技术成果，这些技术成果也很大程度改变 了人们的生活方式。不仅如此，各种社交媒体和社会化媒介的产生，也让传统的 商业模式发生变化，尤其是产品营销的策略和渠道。网络的飞速发展在快速将全 球经济引入信息化时代的同时，在这种全新的社会背景下，各行各业的经营方式 和营销模式也在不断发生转变与革新，越来越多的企业开始认识到只有顺应市场 变化，充分利用网络环境和媒介，才能取得更多的发展机会，实现企业最大价值。 H 饮料进驻中国市场多年，一直关注于运动饮料的研发和销售方面，经过几 十年的发展使得产品品牌深入人心，且受到了市场好评。H 饮料自进入市场以来， 便有非常清晰的品牌定位，专注于自身的专业领域，在运动饮料研发上不断优化 与革新。但是，近六年来 H 饮料在中国市场内的销量并不稳定，不仅销量在 2015 年起开始逐渐下降，且销售额的增速在这六年间也在不断放缓。这个问题的产生 引起了企业高层的重视，销售成绩的下滑直接影响到公司的生存发展，因此，需 要分析其产生该现象的内在原因，积极做出各方面的调整与转变。 本文的研究目的为分析了解当前 H 饮料的整体营销策略，尤其是要找出其 在社会化媒体营销上的不足与局限，然后有针对性的提出改善革新策略。研究内 容主要集中在当前 H 饮料整体营销策略上的不足，并且结合这些不足找到完善 的方式。研究过程中会综合用到文献研究法、案例分析法和问卷调查法，以期让 研究结果的产生具备更好的理论根基。从研究结果来看，当前 H 饮料的确在社 会化媒体营销上非常滞后，也没有充分在营销策略的组织构建上展现出这种营销 方法的优越性。后续营销模式的完善革新上 H 饮料必须在社会化媒体营销上做 有效强化，让自身的品牌营销和产品销售水平都可以有大幅提升。 关键词：功能饮料；社会化媒体；营销策略Abstract -III- Abstract The advent of the information age has produced a variety of advanced technological achievements that have largely changed and revolutionized people's lifestyles. Not only that, but the emergence of various social media and social media has also changed the traditional business model, especially the marketing strategy and channels. The rapid development of the network is rapidly introducing the global economy into the information age. Under this new social background, the business methods and marketing models of all walks of life are constantly changing and innovating. More and more companies can gradually realize that only by adapting to market changes and making full use of the network environment and media, can we achieve more development opportunities and stabilize our own footholds. H brand beverages have been in the Chinese market for many years and have been focusing on the development and sales of sports drinks. After decades of solid development, the brand image has been deeply rooted in the hearts of the people, and the products have been well received by the general market. Since entering the market, H brand beverages have a very clear brand positioning, focusing on their own professional fields, and constantly optimizing and innovating in the development of sports drinks. However, sales of H-branded beverages in the Chinese market have been unstable in the past six years. Not only has sales started to decline gradually since 2015, but sales growth has also declined over the past six years. The emergence of this problem is worthy of our corresponding thinking and review. The sluggish sales performance will directly affect the survival and development of the company. If the sales decline further, the problem will become more serious. Therefore, it is necessary for us to analyze the internal reasons for this situation in the market performance, and actively make adjustments and changes in various aspects. This article will use H brand beverage as the research object, analyze the traditional methods and strategies of brand marketing, explore some methods and effects of social media marketing in the context of adapting to the new social environment, and improve the innovation in specific analysis. The purpose of this paper is to analyze and understand the overall marketing strategy of H beverage, especially to find out its shortcomings and limitations in social media marketing, and then propose innovative improvement strategies. The research content mainly focuses on the shortcomings of the current H-package overall marketing strategy, and combines these shortcomings to find a perfect way. The literature research method, case analysis method and questionnaire survey method will be used in the research process to make the research results have a better theoretical foundation. Judging from the research results, the current H brand beverages are indeed lagging behind in social media marketing, and they have not fully demonstrated the superiority of this marketing method in the organization of marketing strategies. In the improvement of the follow-up marketing model, the H brand must be effectively strengthened in social media marketing, so that its brand北京工业大学工商管理硕士学位论文 IV marketing and product sales levels can be greatly improved. Keywords：Social Media；Marketing；H brand beverage；Strategy目 录 V 目 录 摘要.............................................................................................................................I Abstract.........................................................................................................................III 第 1 章 绪论..................................................................................................................1 1.1 研究背景..........................................................................................................1 1.1.1 社会化媒体营销方式成为主流 ...........................................................1 1.1.2 功能性饮料行业竞争加剧 ...................................................................3 1.1.3 H 饮料公司传统营销方式亟待调整与改变 .........................................4 1.2 研究意义与方法..............................................................................................4 1.2.1 研究意义 ...............................................................................................4 1.2.2 研究方法 ...............................................................................................4 1.3 研究内容与技术路线......................................................................................5 1.3.1 研究内容 ...............................................................................................5 1.3.2 技术路线 ...............................................................................................6 1.4 国内外研究现状..............................................................................................6 1.4.1 国外研究现状 .......................................................................................6 1.4.2 国内研究现状 .......................................................................................7 1.5 相关营销理论..................................................................................................8 1.5.1 整合营销传播理论 ...............................................................................8 1.5.2 目标市场战略理论 ...............................................................................9 第 2 章 社会化媒体营销及其在饮料行业的应用....................................................11 2.1 社会化媒体及其传播特征............................................................................11 2.1.1 社会化媒体的概念 .............................................................................11 2.1.2 社会化媒体的传播特征及主要形式 .................................................11 2.2 社会化媒体营销及其优势............................................................................12 2.2.1 社会化媒体营销概念及特点 ..............................................................12 2.2.2 社会化媒体营销优势 ..........................................................................12 2.3 社会化媒体营销在饮料行业的应用............................................................13 2.3.1 饮料行业市场细分 .............................................................................13 2.3.2 社会化媒体营销在饮料行业的应用 .................................................14 2.4 标杆企业社会化媒体营销案例介绍............................................................17 2.4.1 品牌介绍 ..............................................................................................17 2.4.2 社会化媒体营销案例 ..........................................................................17北京工业大学工商管理硕士学位论文 -VI- 2.4.3 案例启示 .............................................................................................18 2.5 本章小结........................................................................................................20 第 3 章 H 饮料现行营销方式与问题诊断................................................................21 3.1 H 饮料概况.....................................................................................................21 3.1.1 品牌创建及发展历程 .........................................................................21 3.1.2 产品架构与品牌定位 .........................................................................21 3.1.3 用户特征与媒介接触习惯 ..................................................................23 3.1.4 H 品牌行业地位与市场表现 ...............................................................23 3.2 H 饮料营销现状.............................................................................................26 3.2.1 传统媒介的营销 .................................................................................26 3.2.2 社会化媒体的营销 .............................................................................27 3.2.3 面临的挑战 .........................................................................................28 3.3 用户对 H 饮料品牌认知的营销调研...........................................................29 3.3.1 调研设计 .............................................................................................29 3.3.2 数据分析汇总 .....................................................................................30 3.3.3 调研总结 .............................................................................................41 3.4 H 饮料品牌传播方式存在的主要问题.........................................................42 3.5 本章小结........................................................................................................44 第 4 章 H 饮料社会化媒体营销的完善策略............................................................45 4.1 总体思路及构想............................................................................................45 4.2 丰富传播内容和形式....................................................................................45 4.2.1 积极推进产品系列的丰富 ..................................................................45 4.2.2 推动品牌传播形式的多样化 .............................................................46 4.2.3 实现营销的精准化与高效化 .............................................................46 4.3 整合互联网+背景下全媒体营销产业链 .....................................................47 4.3.1 加强传统媒介和新媒介的整合应用 .................................................47 4.3.2 推动多元化媒体的组合 .....................................................................48 4.3.3 积累客户的积极口碑 .........................................................................48 4.4 发挥 UGC 价值，加强用户体验 .................................................................49 4.4.1 鼓励用户的创造、分享及合作 .........................................................49 4.4.2 基于关系圈层构建实现多对多传播 .................................................50 4.4.3 丰富用户参与及体验活动创建 .........................................................50 4.5 创新社会化媒体营销模式，将价值让渡于客户........................................51 4.5.1 挖掘顾客欲望与需求 .........................................................................51目 录 VII 4.5.2 注重实用价值信息的传播 .................................................................52 4.5.3 将更多价值让渡于客户 .....................................................................52 4.6 利用大数据实现市场细分完善产品体系....................................................53 4.6.1 建立大数据资源库 .............................................................................53 4.6.2 利用大数据实现市场细分 .................................................................53 4.6.3 透过大数据完善产品体系 .................................................................53 4.7 本章小结........................................................................................................54 第 5 章 社会化媒体营销建议....................................................................................55 5.1 H 饮料社会化媒体营销建议.........................................................................55 5.2.1 社会化媒体营销平台布局立体化 .....................................................55 5.2.2 与技术融合，让营销的呈现方式有质感和体验感 .........................55 5.2.3 融入智能贩卖终端来提高用户转化率 .............................................55 5.2.4 拥抱大数据，生成社会化媒体营销的互动触点 .............................56 5.2 本章小结........................................................................................................56 结 论..........................................................................................................................57