農(nóng)夫山泉營銷策略分析及其借鑒意義

1、【精品文檔】如有侵權(quán)，請聯(lián)系網(wǎng)站刪除，僅供學習與交流農(nóng)夫山泉營銷策略分析及其借鑒意義.精品文檔.農(nóng)夫山泉營銷策略分析及其借鑒意義摘要20世紀90年代中期以來，我國的瓶裝水需求迅猛增長，瓶裝水行業(yè)得到了迅速的發(fā)展。隨著可口可樂和雀巢這樣的跨國企業(yè)的加入，瓶裝水行業(yè)的競爭日益激烈。娃哈哈、樂百氏和農(nóng)夫山泉成為瓶裝水行業(yè)的三大巨頭，瓶裝水行業(yè)進入壟斷竟爭的時期。在這個行業(yè)的發(fā)展過程中，營銷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，廣告及新聞媒體對消費者的影響力越來越大。研究我國瓶裝水行業(yè)的市場營銷策略具有非常重要的現(xiàn)實意義。本論文在分析了我國瓶裝水消費者需求、營銷環(huán)境、競爭對手和對農(nóng)夫山泉S

2、WOT分析基礎(chǔ)上，主要從4P角度對農(nóng)夫山泉的營銷策略進行分析，差異化策略和事件營銷是其取得成功的關(guān)鍵策略。隨后，指出其渠道方面所存在的問題。最后，結(jié)合農(nóng)夫山泉取得成功的經(jīng)驗總結(jié)其借鑒意義。關(guān)鍵字：瓶裝飲用水，營銷策略，差異化，事件營銷 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