佳味添成：开发山楂苹果饮料配方如何突出其市场价值

在当今饮料市场，健康化、多元化、个性化是发展潮流。消费者健康意识提升，对饮料需求不止于解渴，更关注营养价值、天然成分和健康益处，无糖茶饮料、中式养生水等健康饮品市场增长迅速。​

In today's beverage market, healthy, diversified, and personalized are the development trends. Consumers' awareness of health has increased, and their demand for beverages is not only for quenching thirst, but also for nutritional value, natural ingredients, and health benefits. The market for health drinks such as sugar free tea drinks and Chinese health water is growing rapidly. ​山楂苹果饮料优势独特，山楂有消食化积等功效，苹果富含营养，二者结合让饮料营养丰富，契合消费者对健康饮品的追求。同时，消费者口味追求多元化、个性化，不再满足传统单一口味。山楂苹果饮料独特酸甜口味，带来全新味觉体验，满足新鲜感追求和不同口味偏好，吸引年轻消费者，其健康属性也吸引养生人群。​



深挖产品特性，打造独特卖点​

Deeply explore product features and create unique selling points（一）健康功效突出​

（1） Outstanding health benefits​

​山楂富含多种有机酸，能促进消化、增进食欲，是天然消食良方，其含有的总黄酮类成份还能维护心血管健康。苹果富含维生素、矿物质和膳食纤维，果胶可维持肠道健康，多种营养成分有抗氧化等保健功能。当山楂和苹果融合在一款饮料中，营养成分相互协同，能养生保健。这款饮料对注重健康的中老年人、忙碌的上班族和追求健康生活方式的年轻人都极具吸引力，分别能帮助中老年人维持心血管健康、缓解上班族肠胃不适、满足年轻人既享美味又不损健康的心理。​

（二）口感独特诱人​

（2） Unique and enticing taste​

​山楂苹果饮料吸引人之处在于其独特酸甜口感。山楂酸得浓郁鲜明，刺激唾液分泌，让人口腔清爽；苹果甜得清甜且带果香，温和宜人。二者结合形成独特复合口感，不甜腻也不过酸，达到恰到好处的平衡，带来全新味觉体验，令人回味无穷。​

为让口感更丰富平衡，符合大众口味，配方开发时精心优化。多次试验精准调配山楂汁和苹果汁比例，调整甜度和酸度，适量添加天然甜味剂或酸味剂，如蜂蜜、木糖醇、柠檬酸等。经过不断尝试调整，打造出受大众喜爱、能满足不同酸甜口味需求的山楂苹果饮料。​

精准定位受众，扩大市场份额​

Accurately target the audience and expand market share（一）划分目标群体​

（1） Divide target groups​

​在开发山楂苹果饮料配方时，精准定位目标群体对提升市场价值至关重要。经市场调研发现，山楂苹果饮料潜在消费群体广泛。​

Accurately targeting the target audience is crucial for enhancing market value when developing hawthorn apple beverage formulas. Through market research, it has been found that hawthorn apple beverages have a wide potential consumer group. ​追求健康生活的年轻群体充满活力与创新精神，随着健康观念普及，他们注重生活品质与自身健康，愿意为健康产品付高价，且对新口味好奇，山楂苹果饮料能满足其需求，常于健身后、工作间隙饮用。​

Young people who pursue a healthy lifestyle are full of vitality and innovative spirit. With the popularization of health concepts, they focus on the quality of life and their own health. They are willing to pay high prices for health products and are curious about new flavors. Hawthorn apple drinks can meet their needs and are often consumed after fitness or during work breaks. ​注重家人健康的家庭主妇在家庭消费中作用关键，挑选饮品时看重健康属性和性价比。山楂苹果饮料营养丰富，若包装规格和价格合理，满足家庭日常饮用需求，如大容量家庭装实惠又实用，就会受其青睐。​

Housewives who prioritize the health of their families play a key role in household consumption, and when choosing drinks, they value their health attributes and cost-effectiveness. Hawthorn apple beverage is rich in nutrients. If the packaging specifications and prices are reasonable and meet the daily drinking needs of families, such as large capacity family packaging that is affordable and practical, it will be favored. ​关注养生的中年消费者随着年龄增长更注重饮食养生保健，山楂和苹果的养生功效，像山楂消食化积、降血脂，苹果抗氧化、促进肠道蠕动等，契合他们需求，他们对山楂苹果饮料这类养生产品消费意愿较高。​

Middle aged consumers who pay attention to health care pay more attention to diet and health care as they grow older. The health benefits of hawthorn and apples, such as hawthorn's ability to digest and reduce blood lipids, apple's antioxidant properties, and promote intestinal peristalsis, meet their needs. They have a higher willingness to consume health products such as hawthorn and apple drinks. ​（二）适配消费场景​

（2） Adapt to consumer scenarios​

​山楂苹果饮料除精准定位目标群体外，还需适配不同消费场景以扩大市场份额。办公室场景中，小瓶装或罐装的山楂苹果饮料方便忙碌上班族随时饮用，酸甜口感能提神醒脑，健康属性也无身体负担，企业可在办公区设自动售卖机供应。户外活动场景下，采用利乐包或塑料瓶等轻便包装，能让消费者在运动、旅行等活动时随时补充水分和营养，可在马拉松补给站、景区便利店提供。家庭聚会场景，推出大瓶装，独特酸甜口味迎合全家口味，健康特点让家长放心，适合一家人共享。​

对标竞品分析，制定竞争策略​

Analyze competitors and develop competitive strategies（一）罗列竞品情况​

（1） List the situation of competitors​

​在当前饮料市场，山楂苹果饮料面临多方面竞争。康师傅是知名饮料品牌，旗下饮品类型丰富，像鲜の每日 C 果汁系列，口味多、包装形式方便携带，凭借强大品牌影响力和完善供应链，产品铺货率和市场占有率高。统一也是重要参与者，产品线丰富，鲜橙多和饮养四季系列的冰糖山楂口味产品深受欢迎，统一还通过多种营销方式提升品牌知名度和美誉度。此外，市场上涌现许多新兴果汁饮料品牌，专注细分市场，靠差异化产品和创新营销策略吸引消费者，善于利用互联网平台营销，提升竞争力。​

（二）突出自身优势​

（2） Highlight one's own advantages​

​与竞品相比，山楂苹果饮料优势显著。配方上，独特的山楂与苹果组合，少见且能带来全新味觉体验，制作时用新鲜优质原料与冷压榨技术，保留营养和天然风味。口感方面，酸甜复合口感丰富，通过精细调整配方，使其口感更平衡醇厚，满足多数消费者对酸甜口味的偏好。健康功效上，富含多种营养成分，有促进消化等保健功能，比普通果汁饮料更能满足健康需求。价格上，通过优化流程等方式制定有竞争力的价格策略，价格亲民，还推出不同规格包装，提高性价比。​

创新营销策略，提升品牌影响​

Innovative marketing strategies to enhance brand influence（一）塑造品牌形象​

（1） Shaping brand image​

​品牌形象是消费者对品牌的整体认知，由品牌名称、标志、包装等构成，成功的品牌形象能吸引消费者并建立情感共鸣，使其产生认同感和忠诚度。​

Brand image is the overall perception of a brand by consumers, consisting of the brand name, logo, packaging, etc. A successful brand image can attract consumers and establish emotional resonance, leading to a sense of identification and loyalty. ​选择品牌名称时，可挖掘山楂和苹果的文化内涵与情感价值，用创意词汇打造体现产品特色且引发共鸣的名字，像 “果韵活力饮” 。​

When choosing a brand name, one can explore the cultural connotations and emotional values of hawthorn and apple, and use creative vocabulary to create a name that reflects product characteristics and resonates, such as "Guoyun Vitality Drink". ​品牌标志设计很关键，它是视觉核心，传达品牌价值观与个性。可以山楂和苹果的形状、颜色为灵感，用简洁线条和鲜明色彩设计，如融合红绿色形成独特水果图案，应用于各传播渠道强化视觉识别。​

Brand logo design is crucial as it serves as the visual core, conveying brand values and personality. Taking inspiration from the shapes and colors of hawthorn and apples, simple lines and vivid colors can be used for design, such as blending red and green to form a unique fruit pattern, which can be applied to various communication channels to enhance visual recognition. ​包装是品牌形象展示窗口，设计要考虑目标消费者审美和习惯，采用时尚简约风格。可用透明瓶身，印上精美图案和产品信息，还能针对不同场景和群体推出个性化包装，满足多样需求提升品牌形象。​

Packaging is a showcase for brand image, and design should consider the aesthetic and habits of target consumers, adopting a fashionable and minimalist style. Transparent bottle bodies can be used, printed with exquisite patterns and product information, and personalized packaging can be launched for different scenarios and groups to meet diverse needs and enhance brand image. ​（二）线上线下推广​

（2） Online and offline promotion​

​在数字化时代，线上推广是品牌传播重要手段。社交媒体平台用户多、传播强，我们可在微信、微博、抖音等开设官方账号，发布山楂苹果饮料相关图文、视频内容，吸引用户关注互动。如在抖音制作有趣短视频展示产品，邀请博主推荐；在微信公众号发深度文章、举办活动。电商平台也是关键阵地，在主流电商平台开旗舰店，利用营销工具精准推广，像邀请主播直播带货。​