Secondly, this paper has a systematic analysis on outside marco-environment of herbal tea beverage industry and major competitors of brands inside the herbal tea market.
Then, based on the theoretic framework, this paper takes WONG LO KAT herbal tea as an example, and researches the strategy on brand positioning and relevant marketing mix of it. Through analysis on the prevenient sense of WONG LO KAT herbal tea, it was positioned the beverage that can prevent excessive internal heat in body, a new category divided from the beverage market. Through simplifying communication of advertising dal heat in body,
Fristly, by researching the positioning theory originated by Al Ries and Jack Trout, this paper generalizes the basic framework of positioning theory, which includes theoretic presumption, positioning strategy and the relation between positioning and marketing mix. The theoretic framework not only explains the theoretic character of brand positioning from the aspect of social environment, affecting mechanisms and theoretic base, but also brings up the thought method of positioning from the aspect of methodology, tactics and strategy. Adding to the Organic Integration of positioning and marketing mix, it comes from a suit of integrated solving scheme in practice.
Key words: Positioning Strategy, Brand positioning, Marketing mix
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中南民族大学
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凉茶品牌定位策略研究——以王老吉为例
Abstract
Followed along with our country’s reformation and opening-up, the domenstic beverage industries entered a new period of development, and beverage market also enterd an unprecedented boom period. Since China entered World Trade Organization (WTO), international beverage tycoon enterd domestic market in China one after another, therefore, each domestic beverage manufacturer faced with chance and challenge come from various aspects, and the competition between beverage brands became increasingly drastic. How to pinpoint the market position of brand, ascertain competitive advantages of brand, and formulate relevant marketing strategy is the problem each domestic beverage manufacturer should take into account.
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中南民族大学硕士学位论文
第一章 绪 论
一、选题背景及意义
20 世纪 70 年代初，在继大卫·奥格威（David Ogilvy）、威廉·伯恩巴克 （William Bernbach）和李奥·贝纳（Leo Burnett）为代表的创意广告理论之后， 在继承罗瑟·瑞夫斯（Rosser Reeves）的 USP 理论的基础上，艾·里斯（Al Ries） 和杰克·特劳特（Jack Trout）提出了具有里程碑意义的定位理论。定位这一概 念在 20 世纪 70 年代广为传播并为人们所接受，定位观念也在市场竞争和营销实 践的推动中得到充实、深化和发展。定位的概念从提出至今已近 40 年，里斯和 特劳特对定位理论不断拓展和深化，推出 17 部著作，使定位理论突破广告领域， 由广告定位发展到营销策略定位再到企业战略定位1，逐渐形成了严谨、系统、 前瞻的理论体系，对美国乃至全球企业的营销战略和品牌规划产生了广泛而深刻 的影响。2001 年，定位理论被美国营销学会评为有史以来对美国营销学会影响 最大的观念2。
II
中南民族大学硕士学位论文
please drink WONG LO KAT”, it occupies the position of “prevent excessive internal heat in body” in comsumers’ brain, and the process of brand positioning of it in comsumers’ brain was finished. Based on this positioning strategy, WONG LO KAT reasonably organised and arranged its product strategy, price strategy, distribution strategy and promotion strategy, which not only served for and further consolidated the position of preventing excessive internal heat in body, but also elevated the value of brand.
其次，本文对凉茶饮料的宏观环境以及凉茶市场内部主要品牌的竞争对手进 行了系统分析。
然后，本文以品牌定位的分析框架为前提，以王老吉为例，深入研究了王老 吉凉茶的品牌定位策略以及在品牌定位策略下相应的营销组合。本文认为，王老 吉凉茶通过分析消费者原有的认知，从饮料市场中分化出一个新的品类 “预防 上火的饮料”，并且通过简化传播，以“怕上火，喝王老吉”这一简单的广告语 使王老吉凉茶占据消费者心智中“预防上火”的位置，实现王老吉凉茶在消费者 大脑中的品牌定位。在这个品牌定位下，王老吉又合理地组织和安排了其产品策 略、价格策略、分销策略和促销策略，使营销组合不仅服务于其“预防上火”的 定位，而且更加巩固了这个定位，提升了品牌的价值。
Lastly, this paper gives relevant suggestions on these herbal teas’s brand positioning. On the way of entering international market, WONG LO KAT not only should persist in positioning of “prevent excessive internal heat in body”, but also need to spread China as the country of herbal tea and use the region sense resources of “Chinese herbal tea” to open the international market. Likewise, other domestic brands on herbal teas such as HE QI ZHENG, SHUN PAI and so on want to grab the position of “the second brand on herbal teas” should learn the lessons from successful positioning of WONG LO KAT, and find out own position, and then adjust their product strategies, price strategies, distribution strategies and promotion strategies to fit their position.