Abstract: Wong Lo Kat’s herbal tea has always been a successful example of China's domestic beverage sector. In recent years, due to the single line of product, the substitutability of functional beverage and so on, Wong Lo Kat’s herbal tea sales has been ushered into the sales bottleneck stage. This paper, based on comparison with Coca cola in positioning, products, pricing methods, distribution and promotion, aims to study the application of marketing strategies of Wong Lo Kat’s herbal tea and to conclude inadequacies of Wong Lo Kat’s herbal tea as well as drawing lessons from Coca Cola in order to put forward some ideas in marketing innovation.
Key words: positioning; pricing methods; distribution strategies; promotion strategies
摘要：王老吉凉茶一直是中国本土饮料界成功的典范。近年来，由于产品单一、功能性饮料的可替代性等问题，王老吉凉茶的销量进入了销售瓶颈阶段。本文旨在对王老吉凉茶的市场营销策略进行分析，通过与可口可乐在市场定位、产品、定价方式、分销策略和促销策略这几方面的对比，总结出王老吉凉茶在营销策略上的不足和可口可乐营销手段的可借鉴之处，从而提出王老吉凉茶在营销方面的可创新之处。
关键词：市场定位；定价方式；分销策略；促销策略
