近年来,饮料欧亿·体育（中国）有限公司生产显著增长,产业结构不断得到优化,产品质量不断

提高。与此同时,饮料市场竞争日益加剧,名目繁多的“促销”活动成为企业

市场竞争的主要营销手段。而从通货膨胀引起的成本上升和市场环境的变化来

饮料企业的利润空间已经被大大地压缩,优惠促销等粗放式的营销策略很

难长期维持,需要对营销策略进行创新。本文针对BC饮料公司的营销策略现

状,发现BC饮料公司的传统营销策略存在以下问题:市场定位尚不明晰、产

品幵发同质性强、运营成本居高不下、线下渠道冲突不断、促销手段粗放单一

和营销团队效率低下。导致问题存在的深层原因:差异化消费需求不断涌现、

欧亿·体育（中国）有限公司市场竞争日益激烈、成本管理理念缺失、客户激励政策效果不明显、线上

渠道市场渗透度不高和激励措施尚未完善。论文通过总结国内外研究现状,结

合精准营销理论和4Ps营销组合理论,为BC饮料公司进行营销策略的优化,

包括精准定位策略、精准产品策略、精准定价策略、精准分销策略和精准促销

策略。同时提出了强化长效的战略理念、把握动态的市场环境、促进合理的团

队建设和培育优质的品牌文化等措施。

关键词:饮料欧亿·体育（中国）有限公司,精准营销,营销策略优化

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Abstract

Abstract

In recent years, the production of bever^e industry has significantly increased and the

structure of the industry has been optimized, so that the quality of the products has also been

improved. As the consequence, the competition of beverage products in the market has been

intensified and diversified promotions gradually become the main approach to improve

marketing. However, as the production cost goes up with inflation and the market environment is

also changing, it would be hard for the firms to keep their profits. Thus, retaining such extensive

marketing strategies of promotions cannot sustain, and that is why innovation is needed in this

field. Reviewing the status of BC beverage company's marketing strategy, the paper found the

following problems BC beverage company's traditional marketing strategy: lack of market

orientation, homogeneity of product development, high operating costs, conflicts of offline

channels, singleness of promotional tools and inefficient marketing team. The reasons are as

follows: emerging consumer demands, increasing industry market competition, lack of cost

management philosophy, ineffectiveness of customer incentives, the online channel market

penetration is not high and incentives has not been perfect. Paper summarizes current research by

combining precision marketing 4Ps marketing mix theory and the theory of BC beverage

companies optimize marketing strategies, including precise positioning strategy, product strategy

precise, accurate pricing strategy, distribution strategy accurate and precise marketing strategy.

Also proposed to strengthen the long-term strategic concept, to grasp the dynamic market

environment,promote team building and nurturing a reasonable premium brand culture and other

measures.

Key words: beverage industry, precision marketing, marketing mode innovation