A品牌高端水营销策略探究.pdf

Research on the Marketing Strategy of A High-end Water Abstract With the development of national economy and the upgrade of peoples consumption concept, in addition to the increasingly serious environmental pollution and beverage safety issues, people pay more and more attention to the safety of drinking water. High-end water market gradually opens because of its emphasis on water head site and water quality, beginning to win the favor of consumers. In 2012 the retail volume of the domestic high-end water market is up to more than 500,000 tons, and the retail sales reached to 10.8 billion. The potential for the high-end water market is huge. Although the development of the domestic market of high-end water is late, the international brands, domestic high-end brands also have formed a certain scale, and become strongly competitive. Coupled with the temptation of high profits in the high-end water market, more and more companies are itch for a try, which intensifies the competition. As a new entrant, an appropriate marketing strategy is significant for brand A to break into the market quickly and improve its competitiveness. The paper takes A as the research object. Through the analysis of the various types of products in high-end water market, the paper summarizes the current competitive environment of the market; With the marketing research data, the paper analyzes the consumers psychology and behavior in high-end water market from the aspects of consumer preferences, consumer moti