即饮茶作为中国饮料行业的一个重要分支，经历了快速增长并已迈入多元化的竞争阶段。在此过程中，传统的即饮茶企业遭遇了新的挑战，即如何有效地调整其营销策略以适应市场变化。康师傅，作为即饮茶行业的领军企业，其即饮茶产品在市场上享有较高的知名度和市场份额。通过对康师傅即饮茶成功经验的研究，可以为其他企业提供借鉴和学习的资料。本文以康师傅即饮茶产品作为研究对象，采用文献研究、访谈分析和实地考察等研究方法，结合PEST模型、波特五力模型、STP市场定位分析和4P营销理论，全面深入地探讨康师傅即饮茶产品在当前宏观环境和行业竞争态势下的市场战略和营销策略，探讨其营销策略中存在的问题并提出相应的优化建议。研究结果表明，在当前宏观经济环境下，康师傅正面临绿色转型、原材料成本上涨及消费者偏好转变等多重挑战。然而，居民消费水平的稳步提升和科技进步同时为企业带来了新的发展机遇。在激烈的市场竞争中，康师傅即饮茶产品凭借精准的市场细分、目标市场选择以及有效的市场定位策略，成功塑造了品牌形象并保持了市场竞争力。尽管如此，企业仍需面对新入者和替代品的不断挑战。在过去几十年中，康师傅的营销策略取得了显著的成功。然而，在当前复杂多变的市场环境中，其营销策略的不足之处也逐渐显现，如价格策略单一、渠道信息反馈不足以及促销管理未形成有效闭环等问题，这些问题限制了品牌形象的提升和公司利润增长能力的提高。针对上述问题，本文提出以下优化建议：一是制定多样化的价格策略，重塑品牌形象；二是与经销商建立信息共享机制，提高市场响应速度；三是完善促销管理机制，形成有效的闭环管理，提高促销效果。这些优化措施将有助于康师傅即饮茶产品更好地应对市场变化和竞争压力，提升品牌形象并推动利润增长。本研究对于理解传统饮品品牌如何应对市场变化提供了新的视角，通过深入分析康师傅即饮茶产品的市场战略和营销策略，本文为其他企业提供了宝贵的参考和借鉴，有助于它们在激烈的市场竞争中找到合适的市场定位并制定有效的营销策略。
Ready-to-Drink (RTD) tea, as one of the significant segments of Chinese beverage industry, has experienced rapid growth and now entered into diversified competition. In this competition stage, traditional RTD tea companies have encountered new challenge, which is how to effectively adjust their marketing strategies to adapt to market changes. Master Kong, a leading company in the RTD tea industry, achieved high brand recognition and market share with its RTD tea products. The study of Master Kong‘s successful experience in RTD tea can provide valuable references for other enterprises.This research takes Master Kong‘s RTD tea products as the research object, employing research methods such as literature research, interview analysis, and field investigation. Combining the PEST model, Porter‘s Five Forces model, STP market positioning analysis, and the 4P marketing theory, the paper comprehensively and deeply explores Master Kong‘s market strategy and marketing strategies for its RTD tea products under current macro-environment and industry competition situation. It discusses the problems existing in Master Kong’s current marketing strategies and proposes corresponding optimization suggestions.The research results show that under the current macroeconomic environment, Master Kong is facing multiple challenges such as green transformation, rising raw material costs, and shifts in consumer preferences. However, the steady improvement in residents‘ consumption levels and technological advancements have also brought new development opportunities to the company. In the fierce market competition, Master Kong‘s RTD tea products have successfully shaped the brand image and maintained market competitiveness through precise market segmentation, target market selection, and effective market positioning strategies. Nevertheless, the company still needs to face the continuous challenges of new entrants and substitutes. Over the past few decades, Master Kong‘s marketing strategies have achieved remarkable success. However, in the current complex and volatile market environment, the shortcomings of its marketing strategies have gradually become apparent, such as the singularity of pricing strategies, insufficient channel information feedback, and the failure to form an effective closed loop in promotion management, which have limited the enhancement of brand image and the improvement of the company‘s profit growth capability. In response to the above issues, this paper proposes the following optimization suggestions: first, develop diversified pricing strategies to reshape the brand image; second, establish an information sharing mechanism with distributors to improve market responsiveness; third, perfect the promotion management mechanism to form effective closed-loop management and enhance promotion effects. These optimization measures will help Master Kong‘s RTD tea products better respond to market changes and competitive pressures, enhance brand image, and promote profit growth.This study provides a new perspective for understanding how traditional beverage brands can respond to market changes. By deeply analyzing Master Kong‘s RTD tea product market strategy and marketing strategy, this paper offers valuable references for other enterprises, helping them to find appropriate market positioning and develop effective marketing strategies in the fierce market competition.
