近年来，功能饮料不断受到人们关注，工作学习、运动健身都要需要补充能量， 因此，功能饮料在我们日常生活中占据的位置越来越重。 战马作为 HN 公司的战略产品及品牌，上市以来，即受到社会的关注。从 2017 年 9 月试销至今，在国内全面铺开，战马的营销工作已近 2 年。2018 年是战马罐装 产品上市的第一年，战 马品牌首次以双品组合的产品形象面向消费者及终端市场， 2018 年-2020 年是品牌导入期发展顺畅与否至关重要的三年。 本文首先从 HN 公司外部环境和内部环境分析入手，通 过对经济、政策、社会及 功能饮料行业竞争的分析，对战马的营销现状、策略、机会进行研究，找到战马功能 饮料运营模式的主要特点；其次，运用 4P 营销理论和 SWOT 分析 工具分析了 HN 公 司目前营销策略存在的问题及产生原因；运用营销组合制定产品策略、渠道策略和促 销策略、以及运用 STP 理论对市场进行针对性的区域划分，按特定区域情 况划分为 旗舰市场、重点市场及普通市场并制定区域市场差异化执行策略；最后通过完善组织 结构、优化信息管理部门、优化绩效考评模式、打造营销团队来确保策略的有效实 施， 通过加强品牌管理、加强费用管理、加强企业文化管理等方法对策略的实施予以保障。 本文的研究旨在为战马功能饮料的市场营销策略优化提供思路，同时研究也对其 他功 能饮料公司新品的营销与推广有一定的参考价值。 关键词：市场营销，功能饮料，HN 公司，市场细分II Research on marketing strategy optimization of War Horse energy drink Abstract In recent years, energy drinks have been attracting people's attention. Work, study, and exercise and fitness all require additional energy. Therefore, energy drinks occupy a more and more important position in our daily life. As a strategic product and brand of HN, Warhorse has received social attention since its listing. Since the trial sale in September 2017, it has been fully spread throughout the country. The marketing work of the war horse has been nearly two years. 2018 is the first year of the listing of war horse canned products. For the first time, the war horse brand faces the consumer and terminal market with a double-product combination product image. From 2018 to 2020, it is a crucial three years for the smooth development of the brand introduction period. This paper starts with the analysis of the external environment and the internal environment of HN company, through the analysis of the economic, policy, social, and functional beverage industry competition, the current situation of the marketing of war horses is studied, and the main characteristics of the operation model of war horses 'functional beverage are found. Secondly, using 4P marketing theory and SWOT analysis tools, this paper analyzes the existing problems and the reasons of HN's current marketing strategy. Using Marketing Mix Strategy to formulate product strategies, channel strategies, and promotion strategies, and using STP theory to specifically divide the market, divide it into flagship markets, key markets, and ordinary markets according to specific regional conditions, and formulate regional market differentiation implementation strategies; Finally, the effective implementation of the strategy is ensured by improving the organization structure, optimizing the information management department, optimizing the performance evaluation model, and building the marketing team. The implementation of the strategy is guaranteed by strengthening the brand management, strengthening the cost management, and strengthening the corporate culture management.III This study aims to provide ideas for the optimization of marketing strategies for war horse energy drinks, and it also has a certain reference value for the marketing and promotion of new products of other energy beverage companies. Key Words: Marketing, Energy drinks, HN corporation, Market segmentsIV 目录 摘 要....................................................................................................................................... 1 Abstract..................................................................................................................................II 第 1 章 绪 论......................................................................................................................... 1 1.1 研究的背景及意 义................................................................................................ 1 1.1.1 研究背 景..................................................................................................... 1 1.1.2 研究意 义..................................................................................................... 2 1.2 国内外研究现 状.................................................................................................... 3 1.2.1 国外研究现 状............................................................................................. 3 1.2.2 国内研究现 状............................................................................................. 4 1.2.3 国内外研究综 述......................................................................................... 5 1.3 研究内容及研究方 法............................................................................................ 5 1.3.1 研究内 容..................................................................................................... 5 1.3.2 研究方 法..................................................................................................... 6 1.4 研究的特色与创新 点............................................................................................ 6 第 2 章 相关理 论................................................................................................................. 7 2.1 市场营销内 涵........................................................................................................ 7 2.2 市场营销相关理论概 念........................................................................................ 8 2.2.1 STP 理 论...................................................................................................... 8 2.2.2 4P 理 论......................................................................................................... 8 2.2.3 SWOT 分析模 型.......................................................................................... 9 第 3 章 战马功能饮料营销现状分 析............................................................................... 11 3.1 国内功能饮料市场分 析...................................................................................... 11 3.1.1 功能饮料分类简 介................................................................................... 11 3.1.2 功能饮料全国销售数据分 析................................................................... 12 3.1.3 功能饮料竞品营销现状分 析................................................................... 13 3.2 HN 公司外部环境分析 ........................................................................................ 16 3.2.1 经济因 素................................................................................................... 16 3.2.2 政治因 素................................................................................................... 16 3.2.3 社会因 素................................................................................................... 17V 3.3 HN 公司营销现状分析 ........................................................................................ 18 3.3.1 HN 公司简介 ............................................................................................. 18 3.3.2 战马产品简 介........................................................................................... 18 3.3.3 战马的市场定 位....................................................................................... 18 3.3.4 战马国内营销现 状................................................................................... 19 3.3.5 战马营销策略分 析................................................................................... 19 3.4 战马营销 SWOT 分 析......................................................................................... 20 3.4.1 机会分 析................................................................................................... 20 3.4.2 威胁分 析................................................................................................... 22 3.4.3 优势分 析................................................................................................... 22 3.4.4 劣势分 析................................................................................................... 22 3.4.5 SWOT 矩阵分 析........................................................................................ 23 3.5 战马营销存在的问 题.......................................................................................... 24 第 4 章 战马功能饮料市场营销策略优 化....................................................................... 25 4.1 战马品牌及消费人群分 析.................................................................................. 25 4.1.1 战马品牌分 析........................................................................................... 25 4.1.2 目标消费人群分 析................................................................................... 26 4.2 战马营销策略优 化.............................................................................................. 27 4.2.1 产品策略优 化........................................................................................... 28 4.2.2 价格策略优 化........................................................................................... 30 4.2.3 渠道策略优 化........................................................................................... 30 4.2.4 促销策略优 化........................................................................................... 33 4.3 区域市场策略优 化.............................................................................................. 35 4.3.1 市场分级分 类........................................................................................... 35 4.3.2 细分市场分 类........................................................................................... 36 4.4 区域市场差异化执行策略优 化.......................................................................... 37 4.4.1 通路搭建策略优 化................................................................................... 37 4.4.2 渠道执行策略优 化................................................................................... 37 第 5 章 战马功能饮料市场营销策略实施重点与保障机 制........................................... 40 5.1 营销策略实 施...................................................................................................... 40 5.1.1 完善组织架 构........................................................................................... 40 5.1.2 优化信息管理部 门................................................................................... 41 5.1.3 优化绩效考评模 式................................................................................... 41 5.1.4 打造优秀的营销团 队............................................................................... 41VI 5.2 营销策略保障机 制.............................................................................................. 42 5.2.1 加强品牌管 理........................................................................................... 42 5.2.2 加强费用管 理........................................................................................... 43 5.2.3 加强企业文化管 理................................................................................... 43 第 6 章 结 论....................................................................................................................... 44。。。。。。以下内容略