BSG公司“冰川时代”天然矿泉水市场营销策略研究

发布时间：2018-10-14 18:05

【摘要】：BSG公司前身是BLUE SWORD啤酒集团旗下的一家饮料生产企业，2001年起独立运作，主要从事植物蛋白饮品的生产和销售，也生产一部分“BLUESWORD”牌薄荷水。面对中国饮料行业的飞速发展及广阔前景，公司结合自身拥有的传统经销渠道优势和领先的市场营销能力，于2003年进入天然矿泉水行业推出“冰川时代”天然矿泉水并取得极大成功，2007年即成为中国天然矿泉水产销量第一企业，同时建设拥有了强大的现代销售网络渠道。本文针对BSG公司“冰川时代”天然矿泉水市场营销策略这一命题，总结分析了BSG公司在市场营销策略方面取得的成功，同时提出公司进一步发展尚存在的问题及改进建议。对天然矿泉水行业和快消品行业市场营销运作具有一定参考意义，对公司未来发展有实际指导作用。本文采用市场营销学的基本知识，注重理论与实践相结合的方法，针对这一命题进行深入的研究，从市场营销学的基本理论入手，首先分析了BSG公司的品牌历史及背景以及在市场上已经取得的主要成就，结合包装水和天然矿泉水行业现状，，分析了BSG公司目前在天然矿泉行业中取得的成绩和地位，重点结合营销组合策略4P理论对公司营销现状进行剖析。接着，本文对BSG公司“冰川时代”天然矿泉水营销成功的原因进行了深入分析，首先对战略选择、战略决策分析、市场定位三个方面进行了深入分析，接着重点对“冰川时代”天然矿泉水在营销策略方面的成功进行了详细论述，包括全方位的产品策划及设计、高端定价树品牌、掌控渠道扩大优势、灵活多变的促销策略、其他营销策略等方面的成功经验进行了综合总结。最后，本文对BSG公司“冰川时代”天然矿泉水未来发展进行建议，分析存在的主要问题，提出了改进方向，并对未来的发展进行了大胆展望：只有继续占位高端，实施水源地全国扩张，尽快进军全国市场并在资本市场获得支持才有利于公司持续高速发展。研究结论对BSG公司在未来持续保持天然矿泉水行业优势有较好实践价值，对同行企业也有一定借鉴意义。
[Abstract]:BSG, formerly a beverage maker owned by the BLUE SWORD Beer Group, has operated independently since 2001, specializing in the production and sale of vegetable protein drinks and the production of some "BLUESWORD" peppermint water. In the face of the rapid development and broad prospects of the beverage industry in China, the company combines its own advantages of traditional distribution channels and leading marketing capabilities. The natural mineral water was introduced into the natural mineral water industry in 2003 and achieved great success. In 2007, it became the first enterprise of natural mineral water production and sales in China, and built a powerful modern sales network channel. In view of the proposition of "Glacier Age" natural mineral water marketing strategy of BSG Company, this paper summarizes and analyzes the success of BSG Company in marketing strategy, and puts forward the problems existing in the further development of the company and some suggestions for improvement. It has certain reference significance to the marketing operation of natural mineral water industry and fast product industry, and has practical guiding function to the future development of the company. This article adopts the basic knowledge of marketing, pays attention to the method of combining theory with practice, carries on the thorough research in view of this proposition, starts with the basic theory of marketing. First of all, it analyzes the brand history and background of BSG Company and the main achievements in the market. Combined with the present situation of packaging water and natural mineral water industry, the paper analyzes the achievements and status of BSG Company in the natural mineral spring industry. Combined with the marketing combination strategy 4 P theory, this paper analyzes the marketing situation of the company. Then, this paper makes a thorough analysis of the reasons for the success of natural mineral water marketing in the Glacier Age of BSG Company. Firstly, it makes an in-depth analysis of three aspects: strategic choice, strategic decision analysis and market positioning. Then, the success of natural mineral water in the Glacier Age in marketing strategy is discussed in detail, including comprehensive product planning and design, high-end pricing tree brand, controlling channel expansion advantage, flexible promotion strategy, Other marketing strategies and other aspects of successful experience were summarized. Finally, this paper gives some suggestions on the future development of natural mineral water in "Glacier Age" of BSG Company, analyzes the main problems, puts forward the direction of improvement, and makes a bold prospect for the future development: only if we continue to occupy the high end, Implementing the national expansion of the water source, entering the national market as soon as possible and gaining support in the capital market is conducive to the company's sustained rapid development. The research results have good practical value for BSG company to maintain the natural mineral water industry advantage in the future, and also have certain reference significance for the peer enterprises.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.82

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