浅析我国瓶装饮用水市场存在问题及对策精选.docVIP

景德镇陶瓷学院 科技艺术学院本科生学年论文 题目：浅析我国包装饮用水市场存在的问题及对策 ——以恒大冰泉为例 学　　号： 201230336107 姓　　名： 杨 懿 院 （系）： 科技艺术学院法商系 专　　业： 市场营销 指导老师： 叶珍媖 完成日期： 2014年12月1日 目 录 摘要（中英文） II 1我国包装饮用水市场概况 1 1.1国内包装饮用水市场基本情况 1 1.2包装饮用水分类 1 1.3包装饮用水的功能 2 1.4我国包装饮用水产量 3 2我国包装饮用水现状 4 2.1水源地现状 4 2.2包装饮用水标准混乱 4 2.3包装饮用水行业格局 5 2.3.1高端水市场 5 2.3.2水源地是主要卖点 5 2.3.3品牌文化塑造 6 3对策分析 7 3.1水源地安全保障策略 7 3.2包装饮用水标准策略 8 3.3水市场竞争策略 8 4案例分析——恒大冰泉市场存在问题及对策 9 4.1恒大冰泉概况 9 4.2恒大冰泉市场存在问题 9 4.2.1定位与战略规划间的矛盾 10 4.2.2品牌定位及营销组合策略的不统一 10 4.2.3品牌资产建立的急功近利 11 4.3对策分析 11 结束语 13 参考文献 14 I 摘要 21世纪以来，中国饮用水行业进入稳步成长阶段。各种品牌的纯净水、矿泉水、蒸馏水、山泉水、天然水、矿物质水频频出现在全国市场，中国饮用水市场竞争日趋激烈。目前，包装饮用水以其40%的市场占有率，已稳居全国饮料市场头把交椅。在这个庞大的市场里，各包装饮用水企业推出的产品却是鱼龙混杂，饮水健康将成为选择饮用水的第一标准，各企业间的“水质战”整个水市场，以恒大冰泉为代表的高端逐步占领市场。 Abstract Since the 21st century, the Chinese water industry entered a steady growth stage. Various brands of pure water, mineral water, distilled water, spring water, natural water, mineral water frequently appears in the national market, the Chinese water market is increasingly competitive. Currently, bottled water with its 40% market share, has been ranked the top spot in the national beverage market. In this huge market, all bottled water companies have introduced products is mixed, bottled water companies also uneven production standards. With the improvement of peoples living standards, consumers are increasingly high requirements of drinking water. Healthy drinking water will become the first choice of drinking water standards, Water War among enterprises is the core of the whole water market competition, and to rival high-end ice fountain drinking water products represented are gradually dominate the market. But many companies which water pollution problems exist, and can not provide high-quality water promised by these companies, but also to tap water for drinking water production and packaging cases have been exposed many times. Based on these circumstances, the paper for the rea