I 摘要 杭州娃哈哈集团有限公司是我国饮料产业的龙头老大，1987 年企业成立至今，旗 下众多饮料产品被我们中国人熟知，具有代表性的产品如娃哈哈 AD 钙奶、娃哈哈营养 快线、娃哈哈纯净水等。随着经济社会的发展，人们逐渐对饮品有更高的要求，市面 上也有更多的饮料生产企业开发出各类功能性饮品，例如有减脂功效的山楂饮品、增 强抵抗力的益生菌饮品。在饮料领域竞争逐渐激烈的状态下，娃哈哈这一国货老品牌 通过产品研发创新，不断向市场推出更多优质产品，满足不同消费者群体的需求。 本文以娃哈哈新品天眼晶睛护眼乳饮品网络营销为研究对象，以我国功能性饮品 市场的网络营销为研究背景，以营销策略的相关理论为研究基础，对宏观市场以及微 观市场进行分析，在明确娃哈哈天眼晶睛护眼饮品的网络营销现状后，找出网络营销 策略方面的问题，如网络营销市场定位不清晰，宣传内容质量不高，产品定价过高， 视频质量差，内容更新可持续性低，网络销售团队稳定程度差，粉丝关系经营不善等。 针对娃哈哈天眼晶睛网络营销中存在的问题，从市场定位细分、组织架构、渠道建设 等方面找出成因。接着，对娃哈哈天眼晶睛网络营销策略进行优化梳理，并制定有利 于娃哈哈天眼晶睛市场发展的优化策略。最后为保障娃哈哈天眼晶睛网络营销策略的 顺利实施，从组织人员保障、制度文化保障到资金技术保障等构架一系列保障措施实 施保驾护航。 本文期望借助娃哈哈天眼晶睛网络营销策略的研究，运用科学的方法分析天眼晶 睛的困局和破解之道，为其他功能性饮品的营销策略提供参考。 关键词，娃哈哈天眼晶睛；功能性饮品；网络营销策略西北农林科技大学硕士学位论文 II ABSTRACT Hangzhou Wahaha Group Co., Ltd. is leading the Chinese beverage industry. Since its establishment in 1987, many beverage products of Wahaha have been well known by the Chinese people, the most representative ones of which are Wahaha AD Milk, Wahaha Nutri-Express and Wahaha Pure Water. With the development of the economy and society, people have gradually developed higher requirements for drinks. Besides, more beverage manufacturers have developed various functional drinks, e.g. Harbin Pharmaceutical Group Co., Ltd., a well-known pharmaceutical company. Against the backdrop of fierce competition in the beverage field, how to use scientific tools to analyze the industry and the company itself so as to accurately optimize the marketing strategy has become an important problem for Wahaha to think about as a time-honored domestic brand. With the network marketing of Magic Eye, an eye care milky beverage of Wahaha, as the research object, and the marketing of functional drinks in China as the research background, the macro market and micro market were analyzed based on relevant theories of marketing strategies. Based on a clear understanding of the current situation about the network marketing of Wahaha Magic Eye, this paper found out the problems in terms of network marketing strategies, e.g. unclear positioning of the network marketing market, low quality of the promotion content, high price of the product, poor video quality, unsustainable content update, instability of the network sales team and the absence of a harmonious relationship with the fans. In view of the problems in the network marketing of Wahaha Magic Eye, the causes were identified from the perspectives of market positioning, organizational structure and channel construction. Then, the network marketing strategies of Wahaha Magic Eye were optimized, and optimization strategies conducive to the development of Wahaha Magic Eye were formulated. In the end, in order to ensure the smooth implementation of network marketing strategies for Wahaha Magic Eye, a series of safeguard measures from the organizational personnel, institutional culture to capital technology were taken. By exploring the network marketing strategies of Wahaha Magic Eye, this paper used scientific methods to analyze the dilemma faced by Wahaha Magic Eye and the solutions to such a predicament, in the hope of providing reference for the marketing strategies of other functional drinks. KEYWORDS: Wahaha Magic Eye; Functional drinks; Network marketing strategies目 录 I 目 录 摘要...........................................................................................................................................I ABSTRACT ............................................................................................................................ II 第一章 导论..........................................................................................................................1 1.1 研究背景 ........................................................................................................................ 1 1.2 研究目的及意义 ......................................................................................................... 2 1.2.1 研究目的 .................................................................................................................. 2 1.2.2 研究意义 .................................................................................................................. 2 1.3 国内外研究综述 ............................................................................................................ 2 1.3.1 国外研究综述 .......................................................................................................... 2 1.3.2 国内研究综述 .......................................................................................................... 3 1.4 研究方法 ........................................................................................................................ 4 1.5 研究思路 ........................................................................................................................ 5 第二章 相关概念及理论概述..............................................................................................6 2.1 功能性饮品 .................................................................................................................... 6 2.2 网络营销 ........................................................................................................................ 6 2.2.1 网络营销的定义 ...................................................................................................... 6 2.2.2 网络营销的特征 ...................................................................................................... 6 2.2.3 网络营销的模式及新发展 ...................................................................................... 7 2.3 网络营销策略 ................................................................................................................ 8 2.3.1 事件营销策略 .......................................................................................................... 9 2.3.2 口碑营销策略 ........................................................................................................ 10 2.3.3 病毒营销策略 ........................................................................................................ 11 2.3.4 饥饿营销策略 ........................................................................................................ 11 2.3.5 促销策略 ................................................................................................................ 12 第三章 功能性饮品网络营销策略现状分析....................................................................13 3.1 网络营销发展概况 ...................................................................................................... 13 3.1.1 我国网络营销发展历程 ........................................................................................ 13 3.1.2 我国网络营销市场发展趋势和前景 .................................................................... 14 3.2 娃哈哈集团发展历程 .................................................................................................. 14 3.3 娃哈哈护眼饮品网络营销策略现状分析 .................................................................. 16西北农林科技大学硕士学位论文 II 3.3.1 产品策略分析 ........................................................................................................ 16 3.3.2 网络营销策略分析 ................................................................................................ 17 3.3.3 招商策略分析 ........................................................................................................ 19 3.4 天眼晶睛市场消费现状调研 ...................................................................................... 21 3.4.1 问卷设计 ................................................................................................................ 21 3.4.2 调研分析 ................................................................................................................ 21 第四章 娃哈哈护眼饮品网络营销策略存在的问题........................................................24 4.1 内容开发专业化缺失 .................................................................................................. 24 4.1.1 视频质量差 ............................................................................................................ 24 4.1.2 内容更新可持续性低 ............................................................................................ 24 4.2 营销目标定位不清晰 .................................................................................................. 24 4.3 网络营销团队稳定程度差 .......................................................................................... 25 4.4 社交电商布局不够合理 .............................................................................................. 27 4.4.1 媒体宣传布局观念陈旧 ........................................................................................ 27 4.4.2 粉丝关系经营不善 ................................................................................................ 28 4.5 品牌营销挑战不断 ...................................................................................................... 28 4.5.1 渠道融合困难重重 ................................................................................................ 28 4.5.2 跨界营销效果不理想 ............................................................................................ 29 4.5.3 缺乏技术支持 ........................................................................................................ 29 第五章 娃哈哈护眼饮品网络营销策略优化....................................................................30 5.1 良好的内容开发策略 .................................................................................................. 30 5.2 目标市场定位优化策略 .............................................................................................. 31 5.3 团队专业化策略 .......................................................................................................... 31 5.4 社交电商布局优化 ...................................................................................................... 33 5.4.1 精准选择社交媒体 ................................................................................................ 33 5.4.2 粉丝营销策略 ........................................................................................................ 35 5.5.1 线上线下营销深度融合 ........................................................................................ 35 5.5.2 品牌 IP 与跨界发展融合 ...................................................................................... 36 5.5.3 研产销与最新科技深度融合 ................................................................................ 36 第六章 娃哈哈天眼晶睛网络营销策略优化实施保障....................................................38 6.1 组织保障 ...................................................................................................................... 38 6.2 人员保障 ...................................................................................................................... 38 6.3 激励保障 ...................................................................................................................... 39目 录 III 6.4 制度保障 ...................................................................................................................... 39 6.5 文化保障 ...................................................................................................................... 40 第七章 结论........................................................................................................................41