※ [2016 수출업체 해외시장조사 지원사업] 중국 기능성 인삼음료 시장 소비자 조사보고서 자료입니다.

1. 컨설팅 개요
1) 컨설팅 주제 및 사업명 ·································································1
2) 업체현황 ···························································································2
3) 조사목적 ·························································································3
4) 추진체계 및 추진 내용 ·································································4
5) 추진목표 ···························································································6
 

2. 중국 일반 시장 분석
1) 중국 국가 개요 ·············································································8
2) 중국 경제 동향 ···········································································9
3) 중국 정치·사회 동향 ·······························································12
4) 중국 소비 동향 ·········································································15
5) 중국 수출입 동향 ·····································································18

3. 중국 음료 시장 분석
1) 중국 음료 시장 규모 ··························································· 25
2) 중국 음료 시장 생산 현황 ·························································27
3) 중국 음료 시장 소비 동향 ·······················································33
 

4. 중국 기능성 음료 시장 분석
1) 기능성 음료 시장규모 ·································································39
2) 기능성 음료 종류 ·······································································40
3) 기능성 음료 생산 동향 ···························································42
4) 기능성 음료 판매 동향 ·····························································44
5) 기능성 음료 소비 동향 ···························································49
6) 기능성 음료 유통 동향 ·······························································51
7) 기능성 음료 전망 ········································································53

5. 중국 參 음료 시장 분석
1) 중국 인삼 시장 현황 ··································································56
2) 중국 參 음료 시장 현황 ····························································71
3) 중국 參 음료 주요 경쟁기업 현황 ···········································72
4) 중국 參 음료 주요 제품 현황 ···················································74
5) 중국 參 음료 유통 경로 ·····························································76

6. 타겟(충칭/위해)시장 기능성 음료시장
1) 타겟(충칭/위해)시장 음료 시장 동향 ··································· 79
2) 타겟(충칭/위해)시장 기능성 음료 시장 트렌드 ·····················93
3) 타겟(충칭/위해)시장 기능성 음료 유형 조사 ·························96
4) 타겟(충칭/위해) 경쟁사 성공사례분석 ···································107
5) 타겟(충칭/위해)시장 기능성 음료 시장 발전 및 전망 ·······109

7. 경쟁력 분석
1) 기능성 음료 경쟁 기업 조사 ···················································115
2) 기능성 음료 유통기업 중국 진출 사례 ·································126
3) 기능성 음료 정부 정책 ·····························································130

8. 건강음료 인허가
1) 건강기능식품 인허가 ·································································132
2) 통관 절차 ·····················································································134
3) 라벨링 제도 ·················································································151

9. 마케팅 활동
1) 현지 소비자 설문지 작성 ·······················································156
2) 소비자 설문조사 분석 및 통계 (219명) ································160
3) 프로모션 ···················································································167

10. 마케팅전략 제언
1) STP ································································································168
2) SWOT ··························································································172
3) 4P ··································································································174
4) 토탈 마케팅 전략 수립 ·····························································189

11. 기대효과 및 사후관리
1) 컨설팅 핵심성과 지표 KPI ·······················································193
2) 기대효과 ·······················································································194
3) 사후관리 ·······················································································195