“蒙牛特仑苏”品牌推广策略研究

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1、“蒙牛特仑苏”品牌推广策略研究“蒙牛特仑苏”品牌推广策略研究摘要随着中国乳业的迅速发展，产品结构发生很大的变化，已成为技术装备先进、产品品种较为齐全、初具规模的现代化食品制造业。随着中国人民生活水平的逐渐提高，乳制品消费市场会不断扩大并趋于成熟，中国将成为世界上乳制品消费最大的潜在市场。现在，中国乳业正处在一个重要转型期：从粗放成长转变为集约成长，从同质竞争转变为创新竞争，从“又快又好”转变为“又好又快”。特别是近年来，随着全球乳业前20家巨头陆续进入中国市场，本已相当激烈的本土品牌竞争更是进入白热化阶段。从中国乳业现状来看，当

2、前激烈的竞争环境中，新产品的生存空间似乎已经越来越小。但蒙牛高端产品“特仑苏”的推出仅仅两年，年销售额就高达十几亿元，创造了新品市场增长速度的又一项记录。本文通过对“蒙牛特仑苏”这一在乳业市场上迅速走红的品牌进行研究，对其品牌推广策略进行分析，找到其成功的原因，力求能够为中式高端品牌建设找出可以借鉴的思路和方法。关键词：蒙牛特仑苏，品牌，推广，策略I“蒙牛特仑苏”品牌推广策略研究AbstractWiththerapiddevelopmentofChina’sdairyindustry,theproductstructureofg

3、reatchanges,hasbecometheadvancedtechnologyandequipment,productvarietiesmorecomplete,themodernizationofthefoodindustrybeginningtotakeshape.WithChinagraduallyimprovepeople’slivingstandard,dairyproductstheconsumermarketwillcontinuetoexpandandmature,Chinawillbecomethewor

4、ld’slargestpotentialconsumerdairymarket.Butnow,China’sdairyindustryisatanimportanttransition:fromextensivetointensivegrowthofchangesingrowth,fromchangesinthesamecompetitionforinnovationcompetition,“fasterandbetter”into“betterandfaster”.Especiallyinrecentyears,asthegl

5、obaldairygiantbefore20haveenteredtheChinesemarket,thealreadyintensecompetitioninthelocalbrandisenteringamoreintensephase.China’sdairyindustryfromthestatusquo,thecurrentenvironmentofintensecompetition,newproductsseemstobethelivingspacehasbecomeincreasinglysmall.Howeve

6、r,Mengniuhigh-endproducts,“TeLunsu”milklaunchedjusttwoyears,annualsalesamountedtomorethan1billion,andcreatedanewmarketandagrowthrateoftherecord.Basedonthe“MengniuTeLunsu”inthedairymarket,thegentlemenofthebrandresearch,it’sbrandpromotionstrategyforanalysistofindtherea

7、sonsforsuccess,tostriveforChinesehigh-endbrandbuildingtofindthatwecandrawIdeasandmethods.Keywords:MengniuTeLunsu,Brand,Promotion,StrategyII“蒙牛特仑苏”品牌推广策略研究目录摘要.............................................................................................................

8、...............IAbstract...........................................................................................................