海口金盘矿泉水营销策略解释.doc

 毕业论文独创性声明 本人郑重声明所提交的毕业论文是本人在指导教师的指导下进行的研究工作及取得的研究成果。除文中特别加以标注的地方外，论文中不包含他人已经发表的学术成果或者他人为获得高等院校学位而使用过的材料，论文中不涉及任何知识产权纠纷。否则，本人将承担一切责任。 学生签名：____________ 日 期：____________ 摘 要 企业的兴衰成败，很大程度上取决于其市场营销战略的优劣。一个企业如果没有全局性的营销战略思想，就不可能稳健发展。随着经济全球化进程的加速，市场竞争日趋激烈，企业只有在微观经济活动上获得理性、科学的营销战略的指导，才能建立其持久的核心竞争力，才能在激烈的市场竞争中立于不败之地。 本文一共分别六个部分。第一部分阐述了本课题相关的国内外研究现状；第二部分从四个方面分析了金盘矿泉水现有的营销策略，分别是：产品策略、渠道策略、价格策略、促销策略。第三、四部分详细的对金盘款泉水的内部环境、外部环境做了详细的分析。第五部分重点分析了当前金盘矿泉水营销策略存在的问题。第六部分提出了金盘矿泉水公司营销策略的实施。 关键词：Abstract The success or failure of the enterprise depends largely on the merits of its marketing strategy. If an enterprise does not have a global marketing strategy, it is impossible to develop steadily. With the acceleration of economic globalization, the market competition is becoming increasingly fierce, enterprises only have the guidance of the rational and scientific marketing strategy in the micro economic activities, and can establish the core competitiveness of the enterprise, and can be in an invincible position in the fierce market competition. In this paper, a total of six parts. The first part describes the related domestic and foreign research status of this topic; the second part from the four aspects of the marketing strategy, the existing gold mineral water are: product strategy, channel strategy, price strategy, promotion strategy. Third, the four part detailed on disk springs section of internal and external environment to do a detailed analysis. The fifth part focuses on the analysis of the current marketing strategy of gold mineral water problems. The sixth part puts forward the implementation of marketing strategy of gold mineral water company. Keywords：The gold mineral water;Marketing strategy;Competitive analysis目 录 1 文献综述 1 1.1 国内研究现状 1 1.2 国外研究现状 1 2 海口金盘矿泉水现有营销策略 3 2.1 企业简介 3 2.2 海口金盘矿泉水现有营销策略 3 2.2.1 产品策略 3 2.2.2 渠道策略 3 2.2.3 价格策略 4 2.2.4 促销策略 4 3 海口金盘矿泉水内部环境分析 5 3.1 海口金盘饮料公司的资源分析 5 3.1.1 水资源 5 3.1.2 公司资源 5 3.2 SWOT分析 5 3.