A品牌高端水营销策略研究
发布时间：2018-08-26 17:29
【摘要】：随着我国经济的发展，人们消费观念的升级，加之日益突出的环境污染的和食品饮料安全问题，人们越来越注重饮用水的安全性。重视水源地和水质的高端水市场逐渐打开，开始赢得消费者的青睐。2012年国内高端水市场零售量超过50万吨，零售额达108亿元，发展潜力巨大。国内的高端水市场虽然开发较晚，但是国际大品牌、国内高端品牌也已形成一定规模，形成了较强的市场竞争力。加之高端水市场高额利润的诱惑，越来越多的企业也都跃跃欲试，加剧了行业竞争。故为高端水市场新进入者A品牌量身定制恰当的营销策略对其快速打入市场，提高竞争力具有一定的现实意义。 本文以A品牌高端水为研究对象。通过对市场上各高端水品牌的分析研究，总结了高端水市场当前的竞争环境；借助市场调研数据，从消费偏好、消费动因和消费特征三个方面分析了我国高端水市场消费者的消费心理和消费行为；同时结合PEST分析和SWOT模型的运用，对A品牌高端水的内外部环境进行了全面地分析，，明确了它自身的优势与劣势，面临的机会与威胁，据此为其制定了较完善的营销策略，并提出了这些营销策略实施的保障措施。 本文从定位、产品、品牌、渠道、推广和客户服务六个方面入手为A品牌高端水制定了较完善的营销策略，并创新性的提出了产品束策略、多元化渠道策略和三位一体式推广等新型营销理念。指出A品牌高端水应以其产品的核心卖点为基础，开发泡茶水系列、孕婴水系列、美容水系列、家庭水系列以及高锂水系列；在推广上要实现产品与品牌讲解宣传、消费者的体验参与和销售的一体化，并结合A品牌高端水浓厚的文化圣水特质，创新性地提出了佛缘推广方式；在渠道选择上，除现代通路外，还针对市场空白，提出A品牌高端水应该开发茶楼和家饮渠道。 这些策略内容不仅丰富了营销组合理论，为A品牌高端水本身的市场营销活动提供现实的理论指导，也能为高端水行业其他新进企业进行营销策略的改进提供有益借鉴和参考，具有普遍的应用价值。
[Abstract]:With the development of our economy, the upgrading of people's consumption concept, and the increasingly prominent environmental pollution and food and beverage safety problems, people pay more and more attention to the safety of drinking water. The high-end water market, which attaches importance to the water source and water quality, is gradually opening up and beginning to win the favor of consumers. In 2012, the domestic high-end water market retail volume exceeded 500000 tons, retail sales amounted to 10.8 billion yuan, the development potential is huge. Although the domestic high-end water market is developed late, the international big brands and the domestic high-end brands have also formed a certain scale, forming a strong market competitiveness. Coupled with the high-end water market profit temptation, more and more enterprises are also eager to try, intensified industry competition. Therefore, it is of practical significance to customize the appropriate marketing strategy for the new entrant A of the high-end water market to enter the market quickly and improve the competitiveness. This article takes A brand high-end water as the research object. Through the analysis of various high-end water brands in the market, summarized the current competitive environment of the high-end water market, with the help of market research data, from the consumption preference, This paper analyzes the consumer psychology and behavior of the high-end water market consumers in China from the three aspects of consumption motivation and consumption characteristics, and makes a comprehensive analysis of the internal and external environment of brand A high-end water, combining with the PEST analysis and the application of SWOT model. This paper clarifies its own advantages and disadvantages, the opportunities and threats it faces, and then formulates more perfect marketing strategies for it, and puts forward the guarantee measures for the implementation of these marketing strategies. This article from the positioning, the product, the brand, the channel, the promotion and the customer service six aspects has established the more perfect marketing strategy for the A brand high-end water, and has proposed the product bundle strategy innovatively, Diversified channel strategy and trinity promotion and other new marketing concepts. It is pointed out that brand A high-end water should be based on the core selling points of its products and develop tea water series, pregnant and baby water series, beauty water series, household water series and high lithium water series. The integration of consumer experience participation and sales, combined with the cultural holy water characteristics of brand A high-end water, innovatively put forward the promotion method of Buddha's fate; in the channel selection, in addition to the modern access, it also aims at the market blank. Put forward A brand high-end water should develop tea house and home drink channel. These strategies not only enrich the theory of marketing mix and provide practical theoretical guidance for the marketing activities of brand A high-end water, but also provide useful reference and reference for the improvement of marketing strategy of other new enterprises in high-end water industry. It has universal application value.
【学位授予单位】：中国海洋大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.82
本文编号：2205641
[Abstract]:With the development of our economy, the upgrading of people's consumption concept, and the increasingly prominent environmental pollution and food and beverage safety problems, people pay more and more attention to the safety of drinking water. The high-end water market, which attaches importance to the water source and water quality, is gradually opening up and beginning to win the favor of consumers. In 2012, the domestic high-end water market retail volume exceeded 500000 tons, retail sales amounted to 10.8 billion yuan, the development potential is huge. Although the domestic high-end water market is developed late, the international big brands and the domestic high-end brands have also formed a certain scale, forming a strong market competitiveness. Coupled with the high-end water market profit temptation, more and more enterprises are also eager to try, intensified industry competition. Therefore, it is of practical significance to customize the appropriate marketing strategy for the new entrant A of the high-end water market to enter the market quickly and improve the competitiveness. This article takes A brand high-end water as the research object. Through the analysis of various high-end water brands in the market, summarized the current competitive environment of the high-end water market, with the help of market research data, from the consumption preference, This paper analyzes the consumer psychology and behavior of the high-end water market consumers in China from the three aspects of consumption motivation and consumption characteristics, and makes a comprehensive analysis of the internal and external environment of brand A high-end water, combining with the PEST analysis and the application of SWOT model. This paper clarifies its own advantages and disadvantages, the opportunities and threats it faces, and then formulates more perfect marketing strategies for it, and puts forward the guarantee measures for the implementation of these marketing strategies. This article from the positioning, the product, the brand, the channel, the promotion and the customer service six aspects has established the more perfect marketing strategy for the A brand high-end water, and has proposed the product bundle strategy innovatively, Diversified channel strategy and trinity promotion and other new marketing concepts. It is pointed out that brand A high-end water should be based on the core selling points of its products and develop tea water series, pregnant and baby water series, beauty water series, household water series and high lithium water series. The integration of consumer experience participation and sales, combined with the cultural holy water characteristics of brand A high-end water, innovatively put forward the promotion method of Buddha's fate; in the channel selection, in addition to the modern access, it also aims at the market blank. Put forward A brand high-end water should develop tea house and home drink channel. These strategies not only enrich the theory of marketing mix and provide practical theoretical guidance for the marketing activities of brand A high-end water, but also provide useful reference and reference for the improvement of marketing strategy of other new enterprises in high-end water industry. It has universal application value.
【学位授予单位】：中国海洋大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.82
【参考文献】
相关期刊论文 前6条
1 王新新;品牌本体论[J];企业研究;2004年08期
2 曹垣;;关于品牌文化构建的几点思考[J];江苏商论;2006年03期
3 牛元帅;殷国强;邱溆;;我国中小企业品牌文化建设研究[J];商场现代化;2008年28期
4 阮云胜;;浅析E时代下的网络软文营销[J];商场现代化;2010年28期
5 伍青生;余颖;郑兴山;;精准营销的思想和方法[J];市场营销导刊;2006年05期
6 杨恩升;;瓶装饮用水的分类与选择[J];食品与健康;2010年04期
本文编号：2205641
本文链接：https://www.wllwen.com/jingjilunwen/gongyejingjilunwen/2205641.html
