農(nóng)夫山泉營(yíng)銷(xiāo)策略分析及其借鑒意義

1、【精品文檔】如有侵權(quán)，請(qǐng)聯(lián)系網(wǎng)站刪除，僅供學(xué)習(xí)與交流農(nóng)夫山泉營(yíng)銷(xiāo)策略分析及其借鑒意義.精品文檔.農(nóng)夫山泉營(yíng)銷(xiāo)策略分析及其借鑒意義摘要20世紀(jì)90年代中期以來(lái)，我國(guó)的瓶裝水需求迅猛增長(zhǎng)，瓶裝水行業(yè)得到了迅速的發(fā)展。隨著可口可樂(lè)和雀巢這樣的跨國(guó)企業(yè)的加入，瓶裝水行業(yè)的競(jìng)爭(zhēng)日益激烈。娃哈哈、樂(lè)百氏和農(nóng)夫山泉成為瓶裝水行業(yè)的三大巨頭，瓶裝水行業(yè)進(jìn)入壟斷竟?fàn)幍臅r(shí)期。在這個(gè)行業(yè)的發(fā)展過(guò)程中，營(yíng)銷(xiāo)策略占有非常重要的地位，差異化更能夠體現(xiàn)產(chǎn)品特色，廣告及新聞媒體對(duì)消費(fèi)者的影響力越來(lái)越大。研究我國(guó)瓶裝水行業(yè)的市場(chǎng)營(yíng)銷(xiāo)策略具有非常重要的現(xiàn)實(shí)意義。本論文在分析了我國(guó)瓶裝水消費(fèi)者需求、營(yíng)銷(xiāo)環(huán)境、競(jìng)爭(zhēng)對(duì)手和對(duì)農(nóng)夫山泉S

2、WOT分析基礎(chǔ)上，主要從4P角度對(duì)農(nóng)夫山泉的營(yíng)銷(xiāo)策略進(jìn)行分析，差異化策略和事件營(yíng)銷(xiāo)是其取得成功的關(guān)鍵策略。隨后，指出其渠道方面所存在的問(wèn)題。最后，結(jié)合農(nóng)夫山泉取得成功的經(jīng)驗(yàn)總結(jié)其借鑒意義。關(guān)鍵字：瓶裝飲用水，營(yíng)銷(xiāo)策略，差異化，事件營(yíng)銷(xiāo) The Analysis of Nongfu spring marketing strategyMarketing（E-commerce）05-2 Su JingSupervisor Gu Kai-pingAbstract Since the mid 1990s, the demand of the bottled water has been growing

3、rapidly in China, and bottled water industry obtained a rapid development. The competition among different bottled water is more and more intensive with the multinationalentering Chinese bottled water market. Wahaha, Lebaishi and Nongfu spring becomes the largest company of bottled water industry. T

4、he market of the bottled water comes into monopolistic competition stage. The marketing strategy plays the important role in winning the competition. Differentiation can better reflect the products' characteristics. Advertising and the news media's influence on consumers is increasing. So it

5、 is very significant realistically to study the marketing strategy of the bottled water.Basing on the analysis of consumer demand, marketing environment, competitors, and SWOT analysis of the Farmer spring, I mainly analyze the marketing strategy of Nongfu spring from 4P aspect. The key to its success is differentiation strategy and event marketing. I also discuss the present situation and the existing problems of the channel strategy. Finally, I summarize the reference of Farmer spring through its