摘 要：2012年5月，人们熟知的 “红罐“王老吉的生产经营权被广药集团依法收回。以香港为基地的专业饮料生产及销售企业---加多宝集团也因此被迫停止使用其商标。随着事件的平息，中国凉茶市场却因此展开了新的局面。王老吉、黄振龙、 和其正等品牌的涌现也将中国的凉茶市场重新进行了划分。在新的机会和激烈的竞争环境面前，加多宝实现了王老吉向加多宝品牌的转换，依靠的是加多宝凭借其自身完善而系统的品牌整体运营优势，强大的营销渠道，以其精准、迅速、强力的品牌传播力。本论文主要对加多宝凉茶在品牌传播的延续性方面进行研究，探讨现在加多宝的发展状况，分析其在实行品牌传播延续性策略过程中存在的问题及未来的发展策略。 69744

毕业论文关键词：加多宝，凉茶，品牌传播，延续性

Abstract:In May 2012, Known as "red pot" wang ji production management of medicine group in accordance with the law. Based in Hong Kong professional beverage production and sales enterprises - plus the stupa group felt compelled to stop using the trademark. As the event, Chinese herbal tea market has launched a new situation. Wang ji, zhen-long huang, and it is the emergence of brand will be pided into Chinese herbal tea market is backFacing new opportunities and fierce competition environment, plus the stupa, strong marketing channels and network marketing herbal tea brand management experience for many years, with its precise, fast and powerful force of brand communication, realize the transformation of wang ji to add much treasure. This thesis mainly to add the stupa cool tea in the continuity of brand communication, this paper discusses the current situation of herbal tea with much treasure, analyze the continuity in the brand communication strategy in the process of the existing problems and future development strategy. 

Keywords: add the stupa, herbal tea, brand spread and continuity 

目录

1  引言 4

2  品牌传播的理论基础 5

3  王老吉的品牌传播策略分析 5

3.1  广告媒体传播 5

3.2  公共关系传播 6

3.3  利用社会热点事件营销 6

3  加多宝凉茶品牌传播的延续性策略分析 7

3.1  延续 “防上火凉茶”的品牌定位 7

3.2  延续了红罐王老吉的产品包装 7

3.3  媒体传播的延续 7

3.4  延用社会热点事件营销 8

4  加多宝品牌延续策略中的问题 9

4.1  品牌定位狭隘 9

4.2  产品单一，包装毫无新意 9

4.3  品牌自主权缺失 10

4.4  广告投入过多 10

5  加多宝未来的品牌传播对策 10

5.1  塑造具有个性的品牌形象 10

5.2  凉茶饮料产品线延伸 11

5.3  利用新媒体营销 11

5.4  采取弱者战略 11

5.5  通过合作强化竞争力