摘要
摘要
随着移动互联网时代的到来，与以前的营销环境相比，现在不断出现新概念、新理
论、新手段，使得整个市场的营销变得越来越复杂。我们可以看到不断失效的传统营销
理念，这引起了营销链条上各方的焦虑和奋力探索。在饮料行业，无论是品类还是品牌，
都在经历着重新洗牌。品牌们只有快速顺应时代，拥抱变化，才能在如今这个经历着重
大变革的市场环境中占据自己的市场份额。
本文以元气森林（北京）食品科技集团有限公司饮品的营销策略作为研究对象，立
足于经典的营销理论，其中包括PEST理论、STP理论、4P营销理论，这三个理论工具
分别用于对元气森林的宏观环境的分析、细分市场的选择与定位以及营销策略的分析与
优化设计。从营销环境分析到目标市场的选择，从营销策略的问题到原因分析，顺着理
论逻辑一步一步得出最终的营销策略优化方案。元气森林虽然成长迅速，但目前也遭遇
成长瓶颈，像元气森林一样靠互联网营销思维快速在市场上取得一席之地的网红品牌同
样也面临着成长瓶颈，甚至是生存危机，这些年轻的网红品牌该如何制定营销策略，以
谋得长久持续发展，这是本文主要想探索的问题。
关键词：元气森林，营销策略，无糖饮料
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ABSTRACT
ABSTRACT
With the advent of mobile Internet era, the marketing environment ushered in a great change
era. Compared with the previous marketing environment, new concepts, new theories and new
means are emerging constantly, which makes the marketing of the whole market more and
more complex. We can see the traditional marketing concept which is constantly failing,
which causes the anxiety and hard exploration of all parties in the marketing chain. In the
beverage industry, both categories and brands are experiencing a new shuffle. Only by quickly
adapting to the times and embracing changes, can brands occupy their market share in the
market environment which has undergone great changes.
This paper takes the beverage marketing strategy of Yuanqi forest (Beijing) Food Technology
Group Co., Ltd. for the research object, based on marketing theory, including pest theory, STP
theory and 4P marketing theory. These three theoretical tools are respectively used to analyze
the macro environment of Yuanqi forest, select and position market parts, analyze and
optimize the marketing tactics. From the marketing environment to the choice of objective
market, from the problem of marketing tactics to the cause analysis, the final optimization
scheme of marketing tactics is gradually obtained according to the theoretical logic.Although
Yuanqi forest is growing rapidly, it also faces growth bottleneck. As Yuanqi forest, the
Internet marketing thinking is also facing the growth bottleneck, even survival crisis. How
these young online brands formulate marketing tactics to achieve sustainable development is
the main problem in paper.
Keywords: Yuanqi forest, Marketing strategy, Sugar free beverage
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