独创性声明
本人声明所呈交的论文是我个人在导师的指导下进行的研究工作及取得的
研究成果。尽我所知，除了文中特别加以标注和致谢的地方外，论文中不包含
其他人已经发表或撰写过的研究成果，也不包含为获得北京工业大学或其他教
育机构的学位或证书而使用过的材料。与我一同工作的同志对本研究所做的任
何贡献均已在论文中作了明确的说明并表示了谢意。
签名：
日期：2021年 3月 30日
关于论文使用授权的说明
本人完全了解北京工业大学有关保留、使用学位论文的规定，即：学校有
权保留送交论文的复印件，允许论文被查阅和借阅；学校可以公布论文的全部
或部分内容，可以采用影印、缩印或其他复制手段保存论文。
（保密的论文在解密后应遵守此规定）
签
名：
日
日
期： 2021年 6月 5日
期： 2021年 6月 5日
导师签名：

摘要
摘要
随着中国经济的不断发展腾飞，国内消费者对于品质生活的追求依然持续，
且消费者“构成”已经发生变化，即更多 90后、00后成为消费主力，其对于
“品质生活”的定义也发生了改变。中国市场从“吃饱穿暖”到“吃好穿好”
经历了几十年的发展，但从“吃好穿好”到现如今“吃出个性，穿出品味”，
中国仅用数年就完成了这一转变。因此，商品的基础功能已经成为必备前提，
高品质也不足以为消费者带来惊喜进而转化为购买，而基于前两者之上，更能
贴近消费者心理，符合消费者对“态度”诉求的商品，才更符合消费需求的发
展方向。
本文以魔爪能量饮料作为研究对象，从 PEST、五力模型、SWOT模型、
4P组合营销策略、STP理论以及品牌策略几个维度，对研究对象进行营销环境、
营销策略的分析，重点研究了 A公司魔爪能量饮料自其新品上市起的营销方案
及市场表现，找出其成功以及在通往成功路上需要的必备因素，分析其上市过
程当中出现的问题、改进的方向以及如何找到其改进和发展的突破口。
总结魔爪能量饮料上市成功的经验主要结论是：魔爪能量饮料上市顺应了
中国消费市场的变化趋势，符合消费者心里需求变化；为新品选择了合适的市
场定位，聚焦年轻一代消费主力，推出适合他们的个性化产品，在竞争激烈的
市场中开辟出一条自己的道路；大力发掘在中国上市的优势与机会，配合更受
中国消费者喜爱的营销活动。最终实现产品成功上市，将魔爪能量饮料打造成
中国能量饮料品类中的优质单品。
本文总结的魔爪能量饮料上市成功的经验为其他国内相关产品营销活动的
策划和开展提供了有价值的参考。
关键词：能量饮料；新品上市；营销策略
-I-

Abstract
Abstract
With the sustainable development of China's economy, domestic consumers'
pursuit of quality life grows sustainable, and the "component" of consumers has
changed. More post-90s and post-00s become the main force of consumption. Their
definition of "quality life" has changed. China's market has experienced decades of
development from "eat their fill and dress warmly" to "dine and wear luxuriously".
However, China has completed the transformation from "eat well and wear well" to
"eat out personality and wear out taste" in only a few years. Therefore, the basic
function of goods has become an essential prerequisite, and high quality is not
enough to bring surprise to consumers and then lead to purchase. Based on the
former two, goods that are closer to consumers' psychology and more in line with
consumers' demands for "attitude" are more accord with the development direction
of consumer demand.
This paper takes Monster Energy Drink as the research object, analyzes the
marketing environment and marketing strategy of the research object from PEST,
five forces model, SWOT model, 4P combination marketing strategy, STP theory
and brand strategy. It focuses on the marketing plan and market performance of
Monster Energy Drink of A Company since its new product launch, so as to find out
its success and the necessary factors of success, the problems in the process, the
direction of improvement and how to find the breakthrough of improvement and
development.
Summarizing the successful experience of Monster Energy Beverage, the main
conclusions are as follows: the listing of Monster Energy Beverage conforms to the
changes of China's consumer market, and conforms to the changes of consumers'
psychological needs; it selects the appropriate market positioning for new products,
focuses on the main consumers of the young generation, introduces personalized
products suitable for them, and opens up its own road in the fierce competition
market; it vigorously explores the new products. The advantages and opportunities
of being listed in China should be combined with marketing activities that are more
popular with Chinese consumers. Finally, the products have been successfully listed,
and the Monster Energy Drink is being built into a high-quality single product in
China's energy drink category.
-III-
。。。以下略