MBA学位论文
作者：叶泽桐
广州统一企业仙草凉茶促销策略优化研究
广州统一企业仙草凉茶促销策略优化研究
中文摘要
中国的快速消费品市场经历了改革开放近40年的黄金发展时期，这个发展
过程中诞生了一批深入人心的快消饮料品牌。从民族品牌健力宝、娃哈哈，当下
的农夫山泉，再到国际品牌可口可乐、百事可乐、雀巢、达能等，这些饮料品牌
各有优势，有些在产品研发能力上见长，有些在营销能力上突出，有些借助渠道
力量称王。可以说每个品牌都在深挖市场的需求，不断的在各自优势上建立自己
的发展护城河。
随着近几年的消费升级、Z世代消费者消费观念转化及消费诉求的多样化，
市场不断出现了有别于全国性布局的区域品牌，当中不乏有年销售过十亿的小众
品牌。它们放弃大而全的市场，不与一线大品牌直接进行分庭抗礼，但却凭着清
晰的市场定位及优势偏安一隅。本文以红火一时的凉茶饮料市场切入，分析广州
统一仙草凉茶作为一款区域性及差异化定位的凉茶饮料，在华南区的促销策略实
施及调整的过程。文章首先通过PEST分析法、波特五力模型分析法和SWOT分析
法等研究工具的运用，对凉茶市场的概况进行分析后，针对统一仙草凉茶市场细
分、目标市场、市场定位进行分析，对其促销状况及效益进行检视；结合经营者
访谈及消费者问卷调查形成促销现状分析及评价，并对比市场其他主要竞争品牌
的促销策略，找到机会点及可优化举措。最后，以整合营销传播理论、4P、4C
及4E理论为基础，基于仙草凉茶利基市场定位，尝试提出“用户为中心”和“链
接社交化”为核心的促销组合策略，并针对现有的促销组合进行优化建议。
本论文的研究意义在于，通过对统一仙草凉茶的促销策略的研究，分析针对
核心目标消费群的精准营销上，在现有营销环境下如何借助新的促销传播媒介更
有效的提升促销效益；同时，对区域性的快速消费品的营销策略上，探索有效的
通过有别于全国性品牌及产品的促销策略，达到品牌下沉及经营留存。
关键词：统一仙草凉茶，利基市场，促销组合，整合营销传播
II
MBA学位论文
作者：叶泽桐
广州统一企业仙草凉茶促销策略优化研究
RESEARCH ON PROMOTION STRATEGY
OPTIMIZATION OF HERBAL TEA BEVERAGE IN
GUANGZHOU UNI-PRESIDENT ENTERPRISE CO.,LTD
Abstract
China's fast moving consumer goods market has experienced a golden
development period of nearly 40 years of reform and opening up.In the process of
development, a number of popular fast retailing beverage brands were born. From the
national brands Jianlibao, Wahaha, and the current Nongfu Spring, to the international
brands Coca Cola, Pepsi Cola, Nestle, Danone and so on.These drinks brands have
their own advantages, and some on the product research and development ability,
some on the marketing ability is outstanding, some with the power of channels to gain
advantage.It can be said that each brand is digging the market demand, and constantly
establish their own development moat on their own advantages.
As recent consumption upgrade, after the Generation Z consumer consumption
idea transformation and the diversification of consumption demands, appeared
constantly market is different from the national layout of regional brand, by annual
sales of billions of brand, give up a lot of the market, not with a line of big brands to
rival, but with a clear market positioning of market and their respective advantages
one time.
This paper analyzes the implementation and adjustment process of herbal tea
beverage promotion strategy in South China region of Guangzhou Uni-President
Enterprise Co., LTD., which is a regional and differentiated herbal tea beverage.The
paper first analyzes the general situation of the herbal tea market by using PEST
analysis, Porter's five Forces model analysis and SWOT analysis, and then analyzes
the market segmentation, target market analysis and market positioning of unified
Xiancao herbal tea, and inspects its promotion status and benefits. Analysis and
evaluation of promotion status based on interviews with operators and consumer
III
MBA学位论文
作者：叶泽桐
广州统一企业仙草凉茶促销策略优化研究
questionnaires;At the same time, based on the theory of integrated marketing
communication, 4P and 4E, and xiancao Herbal tea niche market positioning, it tries
to put forward "user-centered" and "linking and socializing" as the core promotion
mix strategy, and makes optimization suggestions for the existing promotion mix.
The research significance of this paper is to analyze how to improve the
promotion efficiency more effectively in the current marketing environment on the
basis of the research on the promotion strategy of herbal tea beverage. At the same
time, in terms of the marketing strategy of regional fast moving consumer goods, how
to achieve effective sinking and brand management retention by operating different
from national brands and products.
Keywords: Herbal herbal tea beverage，niche market，Sales promotion
combination，Integrated marketing communication
IV