天津农学院
毕 业 论 文
中文题目: 恒大冰泉瓶装矿泉水营销策略研究
英文题目:Study on the marketing strategy of bottled mineral
water ice fountain Hengda
学生姓名
二级学院 经济管理学院 系 别 市场营销系 专业班级 2013级市营升本专业2班 指导教师 成绩评定
2015年6月
目 录
1 引言……………………………………………………………………………1 2 恒大冰泉瓶装矿泉水营销的现状……………………………………………1 2.1 恒大矿泉水集团的简介………………………………………………………1 2.2 恒大冰泉瓶装矿泉水营销的现状……………………………………………2 2.3 恒大冰泉瓶装矿泉水营销中存在的问题……………………………………3 3 恒大冰泉瓶装矿泉水营销的环境分析………………………………………4 3.1 外部环境分析…………………………………………………………………4 1 引言 ............................................................ 2 2 恒大冰泉瓶装矿泉水营销的现状 .................................... 2 3 恒大冰泉瓶装矿泉水营销的环境分析 ................................ 4 4 恒大冰泉瓶装矿泉水营销的战略策划 ............................... 14 5 恒大冰泉瓶装矿泉水营销的策略制定 ............................... 15 6 恒大冰泉瓶装矿泉水营销策略的实施建议 ............................ 17 7 结论 ........................................................... 18
参 考 文 献 ................................................................................................................................... 19 致 谢 ..............................................................................................................................................20
4 恒大冰泉瓶装矿泉水营销的战略策划……………………………………12
4.1 市场细分………………………………………………………………………12 4.2 目标市场选择…………………………………………………………………12 4.3 市场定位………………………………………………………………………12 5 恒大冰泉瓶装矿泉水营销的策略制定………………………………………13 5.1 产品策略………………………………………………………………………13 5.2 价格策略………………………………………………………………………13 5.3 渠道策略………………………………………………………………………14 5.4 促销策略………………………………………………………………………14
6 恒大冰泉瓶装矿泉水营销策略的实施建议…………………………………14 6.1 加强各种营销手段的配合……………………………………………………14 6.2 加强对销售队伍的培训和管理………………………………………………15 7 结论……………………………………………………………………………15 参考文献 ……………………………………………………………………………16 致谢 ………………………………………………………………………………17
摘 要
恒大冰泉瓶装矿泉水作为高端矿泉水企业的后起之秀，如何在日趋激烈的竞争中，开拓属于自己特有的市场领域与地位，进而扩展以健康理念为引领的矿泉水业务成为其面临的重大命题。恒大冰泉瓶装矿泉水自进入市场以来，通过其不断的努力，已经在海内外占据了一定的市场份额。然而，截至目前为止，恒大冰泉瓶装矿泉水仍面临着产品宣传单一、市场影响力不大等问题。如何利用自身的优势在国内瓶装水市场抢占更多的市场份额，创造更高的销售业绩已经成为恒大矿泉水集团刻不容缓的课题。鉴于此，本文在深入分析恒大冰泉瓶装矿泉水的营销环境的基础上，进行了恒大冰泉瓶装矿泉水的营销战略策划和基于4P理论的相应改进策略，并提出了恒大冰泉瓶装矿泉水的营销策略的具体实施建议，以期对恒大冰泉在瓶装矿泉水市场的白炽化竞争中获得相应的市场份额，以保持企业的健康持续发展。
关键词：恒大冰泉；瓶装矿泉水；市场营销
ABSTRACT
Evergrande ice spring bottled mineral water as a rising star of high-end mineral water companies, how in the increasingly fierce competition, the position and develop their own unique market field, and then extended to the lead of the thought of health become the important topic facing the mineral water business. Evergrande bottled mineral water ice spring since entering the market, through its continuous efforts, has occupied a certain market share both at home and abroad. So far, however, evergrande ice spring bottled mineral water still faces such problems as single product propaganda, market influence is not big. How to make use of its advantage in domestic bottled water market to grab more market share, to create higher sales evergrande water group has become the urgent topic. In view of this, based on the in-depth analysis of evergrande ice spring bottled mineral water, on the basis of the marketing environment of the marketing strategy planning of evergrande ice spring bottled mineral water and the corresponding improvement strategy based on 4 p theory, and put forward the marketing strategy of evergrande ice spring bottled mineral water in the specific implementation Suggestions, in order to evergrande ice springs in incandescent of bottled mineral water market competition to get the corresponding market share, in order to keep healthy and continuous development of the enterprise.
Key words: Hengda Ice fountain; Bottled Mineral water; Marketing
本科毕业论文---恒大冰泉瓶装矿泉水营销策略研究
