摘要:随着中国经济的可持续发展，中国饮料市场容量不断增加，具有极大的成长空间。良好的市场前景吸引了越来越多的企业进入饮料市场。
本文主要运用SWOT矩阵、STP策略、营销策略组合等方法，对格瓦斯展开了深入的研究。一方面继承并发展了市场定位和营销策略的相关理论，另一方面从实际问题上解决了格瓦斯现阶段存在的问题及面临的挑战。在对格瓦斯的市场环境进行分析研究后，运用STP策略进行了国内饮料市场的市场细分，选择了城市白领以及公务员等城市中的中高等收入者;城市蓝领以及一些普通的工薪阶层等中等收入人群;在校的大学生以及中学生这类的青少年;个体经营户、自由人等消费群体四类人群为格瓦斯的目标群体，最终将目标市场定位于城市白领以及公务员等城市中的中高等收入者。在营销策略上面，格瓦斯在做好充分的市场调研后制定了具有发展性的市场营销策略：差别化营销策略。从品牌策略、产品策略、渠道策略和促销策略进行了详细的阐述。重点阐述了促销渠道，运用人员、广告宣传、网络和公共关系加以完善，并制定了完善的实施方案。
关键字 格瓦斯；市场定位；营销策略
Abstract:With the sustainable development of China's economy, China's beverage market capacity is increasing, with a great deal of room for growth. Good market prospects to attract more and more enterprises to enter the beverage market.
In this paper, the use of the SWOT matrix STP strategy, marketing strategy combination, kvass launched an in-depth study. Inherited and developed the theory of the market, outside and marketing strategies on the one hand, on the other hand, from the practical problems to solve the problems of the kvass first stage and the challenges. Kvass market environment analysis and research, using the STP strategy of market segmentation of the domestic beverage market, selected middle income urban white-collar workers and civil servants in the city; urban blue-collar as well as ordinary working-class and middle-sized income groups; such young college students and high school students; four population groups of self-employed households, freedom and consumer groups such as kvass target groups will eventually target market in the city of urban white-collar workers and civil servants in the higher income persons. Marketing strategy above, kvass do adequate market research to develop a marketing strategy development: the differentiated marketing strategy. Brand strategy, product strategy, channel strategy and promotion strategy in detail. Focuses on the promotion channels, the use of personnel, advertising, networking and public relations to be improved and developed a comprehensive implementation of the program.
Keywords lattice gas market positioning marketing strategy
