摘 要
當前我國飲料市場競爭異常激烈，號稱是一場沒有硝煙的戰(zhàn)爭。除了各種各樣的純凈水大打概念牌以外，以碳酸飲料為代表的可口可樂、百事可樂，以茶飲料為代表的康師傅，以果汁飲料為代表的統(tǒng)一鮮橙多，農夫果園混合果汁以及兒童們喜歡的“酷兒”，娃哈哈 AD 鈣奶都占有穩(wěn)定的市場分額。而2006年的飲料貨架上，卻異軍突起了一個 “王老吉”涼茶，并在全國呈現(xiàn)出一片火熱的銷售場面。聯(lián)系2002年以前王老吉在全國不溫不火的銷售表現(xiàn)，不禁讓人反思：一個地域性很強的產品，默默無聞的銷售了7年，卻在1年的時間內，迅速成長為一個全國性的強勢飲料品牌。是什么原因使王老吉能夠如此迅速地紅遍大江南北呢？
當我們進一步追溯其中原因時，發(fā)現(xiàn)導致王老吉成功的原因之一是王老吉公司的STP戰(zhàn)略分析。本文運用STP戰(zhàn)略的理論知識，對王老吉公司的STP戰(zhàn)略從市場細分、選擇目標市場和市場定位三個方面進行了詳細深入的探討。在此基礎上，結合我國飲料行業(yè)的發(fā)展現(xiàn)狀，對我國飲料業(yè)的發(fā)展提出了幾點建議。
關鍵詞：市場細分，目標市場，市場定位，建議
Abstract
The current our country drink market competition is exceptionally intense, is known as does not have the gunsmoke war. Plays the concept card besides various pure Shui Da, take the carbonic acid drink as representative's Coca-Cola, Pepsi Cola, take the tea drink as Representative's Kang Shifu, are many take the fruit punch as representative's unification fresh orange, the farmer orchard mix fruit juice as well as the children like “cool”, the Wahaha AD calcium milk holds the stable market to divide the volume. But on 2006 drink shelf, has actually been sudden appearance “Wang Laoji” the cold tea, and presents a piece of fiery sales scene in the nation. Before relating 2002, Wang Laoji in the national not warm fire's sales performance, was not unable to restrain to let the human reconsider: A regional very strong product, remains obscure the sales 7 years, actually in 1 year, the rapid growth were nationwide strong trend drink brands. Is what reason enables Wang Laoji so rapidly the red great river north and south?when we further trace time reason, discovered that causes one of Wang Laoji successful reasons is Wang Laoji company's STP strategic analysis. This article utilizes the STP strategy the theoretical knowledge, strategy subdivided, the choice target market and the market to Wang Laoji company's STP from the market locates three aspects to carry on the detailed thorough discussion. Based on this, unifies our country drink profession the development present situation, put forward several proposals to our country beverage industry's development.
Key word: The market subdivides, target market, market localization, suggestion
