浅析农夫山泉营销策略.docVIP

本科生毕业论文（设计） 题目：浅析农夫山泉营销策略 系 部 经济与管理学院 学科门类 经济学 专 业 国际经济与贸易 学 号 0806211125 姓 名 徐旭 指导教师 夏英祝、姚关继 2012年5月22日 浅析农夫山泉营销策略 摘 要 二十世纪90年代中期以来，我国瓶装水行业得到了迅速的发展，饮用瓶装水成为人类饮水继河湖水、井水和自来水后的第四次革命，瓶装水行业成为面向未来的新兴产业。随着世界经济的一体化和中国加入WT0，越来越多的竞争者进入中国的饮用水市场，国内瓶装水行业的竟争日益激烈。品牌的经营、营销策略的选择与实施和渠道的竞争在饮用水行业中占有重要的战略地位。在短短几年时间内，农夫山泉在日新月异、强手如林的“水战场”一路凯歌，迅速崛起，这主要得益于农夫山泉堪称经典的策划和独具一格的营销策略，本文希望通过对农夫山泉的营销策略分析找出其成功的主要因素和面临的困境与挑战，并提出解决问题的几点建议，为营销人员进行营销活动提供一些参考，为企业带来利益。 关键词：农夫山泉 营销策略 消费者 品牌 ABSTRACT Since the mid-1990s, the bottled water industry China developed rapidly, drinking water as the fourth revolution of human drinking water , following the river lakes, wells and water, the bottled water industry as the emerging industries of the future. With the integration of world economy and Chinas accession WT0, more and more competitors from entering the drinking water market in China, the bottled water industry in the increasingly fierce competition. Brand management, selection and implementation of marketing strategy and channel competition in the drinking water industry occupies an important strategic position. In just a few years time, Nongfushanquan each passing day, strong competitors such as forest water battlefield, the way to triumph, and the rapid rise, mainly due to Nongfushanquan a classic planning and a unique style of marketing strategy, this article hopes Nongfushanquan marketing strategy analysis to identify the main success factors and the difficulties and challenges facing, and put forward several suggestions to solve the problem, and marketing activities to provide some reference for the marketing staff, the benefits for the enterprise. Key words: Nongfushanquan Consumer Brand Marketing strategy 目 录 一、农夫山泉的发展现状 1 二、农夫山泉的营销环境分析 2 （一）主要竞争者分析 2 （二）营销环境优势劣势分析 2 三、农夫山泉营销策略 4 （一）产品策略 4 （二）促销策略 5 （三）渠道策略 7 （四）价格策略 8 四、农夫山泉面临的困境和挑战 9 （一）销售渠道的控制力不强且渠道冲突较为严重 9 （二）近年来出现较多负面新闻并出现信任危机 9 （三）自然资源有限和生产资料不足 9 （四）饮用水行业竞争十