摘要：近年来中国口香糖市场快速增长，各种功能、样式的产品层出不穷，竞争激烈。益达口香糖从如此激烈的竞争中脱颖而出，其营销策略功不可没。口香糖产品消费近年来持续上升，人们偏向追求健康，木糖醇口香糖开始发展。益达无糖口香糖是中国无糖口香糖消费最多的品牌，通过分析，益达产品以年轻人为消费群体，采用了“时尚”与“健康”为主“味道”和“感情”为辅的市场定位，在促销方面进行了非常成功的策略，使用公关传播和广告投放有机结合，使用创意广告进行宣传，举办大量公益活动，成功宣传产品的知名度。同时，在文中讨论其宣传范围和公益活动方面的不足，并给出建议。
关键字：市场定位 促销 营销策略
Abstract：In recent years, there is a rapid growth of Chinese gum market, different style of products have a variety of features and fierce competition. Chewing gum product consumption continued to rise in recent years, people tend to pursue health, xylitol gum began to develop. Wrigley's sugar-free gum is sugarless gum largest Chinese consumer brands, through the analysis, the benefits of the product to the young consumer groups, using the "fashion" and "health" as the "taste" and "feelings", supplemented by market positioning in a very successful sales promotion strategies, the use of PR and advertising combine the use of creative advertising publicity, organizing a large number of charitable activities, successful promotional product visibility. Meanwhile, the lack of discussion of the scope of its advocacy and public service activities in the text, and gives recommendations.
Key words：Market positioning promotional marketing strategy
