功能饮料消费市场状况分析(英文)

Situation&DevelopmenttrendofChineseenergybeverageDefinition：InChina,Energybeverageisspecifyasbeverageaddingtheacertainofenergycompositions(orfunctionalfoodadditive).Itcouldnotonlyallaydrinkers’thirstbutalsohasacertainfunctinalforhealthcareorresistthedisease.Energybeveragewasbecamingasakindoffashionnow.FirstChapter:Thepresentsituationofenergybeverageindustryinourcountry1.Thebrand&presentdeveopmentofenergybeverageindurstry2.Marketsale3.Presentsituationofenergybeverageconsumptionindustry1.Thebrand&presentdeveopmentofenergybeverageindurstry.Throughtthe20yearsdevelopment,energybeveragehasgotahugemarketinourcountry,producttypeisincreasinglikebrandredbull,Mizone,vitaminwaterect.Energydrinkcoudadjustthehumanbodyinacertainrange,itcontainsmanyhealthcarefunctionofthirst–quenching,balanceorganismfunction,enhanceimmunityect.Nowvariouskindsofbeveragehasbecomedailyneedsamongtheyoungperson,andenergybeverageismorepopular.Inrecentyears,thetypeofenergybeverageisincreasingeveryyearinChina.Marketcompetitionismoreactiveandprosperous.Theoverallgrowthrateofenergybeverageis29%in2008.2011growthratereachto34%.Energybeverageisgrowthingrapidinourcountry,typeincreasecontinuously,categoryfurtherplenty,itprsentahighgrowthstage.In2012,ourcountryChinawillbecomethelargestcountryforworld’sbeverageconsumption,amongthemenergybeverageistheonewhichwithbigpotential.2.Marketsale2010,Ourcountryenergybeveragemarketscaleupto8.8billionRMB.Attheendof2011,marketscaleisnearto10billonRMB.Inthefirstquarterof2012,ourcountryenergybeveragemarketscaleis5billonRMB.Itisexpectedtoexceed12billonRMBthroughtheallyearof2012.Thecapabilityof2012isupto2.8milliontons.2016,thecapabilitywillbeyondof4milliontons.3.PresentsituationofenergybeverageconsumptionindustryComparewithdevelopedcountries,theaverageconsumptionofenergybeverageisonly0.5kgseachyearinChina.It’sfarfromworld’saveragelevel7kgs.SoChineseenergybeveragemarketistremendous.SecondCapital:ConsumptionMarketanalysisofChineseenergybeverage1.Consumptionmarketanalysisofenergybeverage2.Developmentprospectsofenergydrinks1.ConsumptionmarketanalysisofenergybeverageUsingtherandomsampleInvestigationwithmanyphase,instudyof3212personwhobetween18-60yearsandseparatelylocatedintencityofBeijing,Shanghai,Guangzhou,Wuhan,Chengdu,Shenyang,Xi’an,Dalian,Jinan,Xiamenaboutenergybeverageacquaintace,drinkingrateofeachcity,purchasereasonandotheraspect.1.Consumptionmarketanalysisofenergybeverage①Averageconsumption②Theacquaintanceofenergydrink③Drinkingrateofenergydrinks④Purchasereasonforenergydrink⑤Diagram①AverageconsumptionNowtheaverageconsumptionofenergybeverageisonly0.5kgseachyearinChina,It’sfarfromworld’saveragelevel7kgs,energybeveragehaveagoodpotentialmarketinChina.Also,ChinesepercapitaGDPhasexceeded1000usdollars,purchasingabilityofcustomerhaveincreasedgreatly.②TheacquaintanceofenergydrinkCitydwellers’acquaintanceofenergydrinkisgeneralonthelowside.Accordingtothesurvey,citydwellersfromdifferentcityhavegreatdifferentacquaintance.Toenergydrinks.Beijingresidents'acquaintanceisinthehighestlevelwith85%;Jinan、Shanghai、Wuhanresidents’acquaintancelevelislower.About44%residentsdon’tknowtheenergydrinks.(remarks:residentsrefertoconsumerswhobuysoftdrinksontheirowninitiative).Althoughitseemsenergydrinksadvertisementemergesinanendlessstream,manynewproductsappear,butconsumer’acquaintanceisnotenough.Lessofawarenessisanimportantfactorthatinfluencesthedevelopmentofenergydrinks.Howtoguideconsumersknowmoreaboutenergydrinks,improvetheacceptabilityofenergydrinksmarket,thisisoneoftheproblemsthatneedurgentsolution.③DrinkingrateofenergydrinksGreatdifferencebetweenBeijingandChengdu.Accordingtothesurvey,energydrinksismorepopularinBeijing,inthemonthofJune、July、August.80.5%ofrespondentshavedrunktheenergydrinks,higherthanothercity.Wuhanisthesecondwith45.5%,theaveragerateofothercityisabout44%,whichShowtremendousdevelopmentpotential.ButthesituationofChengduisnotasgoodasothers,only19.9%,obviouslylowerthanothercity.④PurchasereasonforenergydrinkQuenchingthirsThemainaimforconsumeristoquenchtheirthirstwhentheypurchaseenergydrinks,whichilluminatetheconsumerknowlitteraboutenergydrinks.Firstlytheconsumeronlyconsumetheenergydrinksascommonbeverage,atsametimeitalsoconsistencewiththeirpurchasebehavior.Thebeverageisakindofimmediateconsumptionproducts,mostofthepeoplebuythebeveragewhentheyarethirsty,thisisakindofsenseconsumption.Becauseofitsspecificfunction,andconvenientandfun.Comparetolacticacidbeverage,fruitandvegetablejuices,carbonatedsoftdrinks,waterandteadrinksandotherbeverages.Althoughthepursedinvalueofenergydrinksuniquefunctionisoneuponothers,ithasn’tformsignificantcharacteristics.Differentcityconsumerhasdifferentpurposewhentheydrinkenergydrinks,consumersinShanghai,Wuhan,Chengdu,Shenyang,Jinanpursuethenutrition.Guangzhou,Xi'anandXiamenconsumerspaymoreattentiontoitsuniquefunction.BeijingandDalianconsumersconcernboththeconvenientanduniquefunction,Chengdnconsumersarelackofawarenessofenergydrink.⑤Diagrama)Theconsumer’agedistributionb)Theconsumer’occupationdistributionc)Theconsu