农夫山泉促销策略本科毕业设计论文农夫山泉的促销策略分析.doc

农夫山泉促销策略 本科毕业设计(论文)农夫山泉的促销策略分析 农夫山泉的促销策略分析 摘 要 随着经济的快速发展，环境污染问题日益严重。国人需求保证健康的饮用水和日益受到污染的水资源这一矛盾孕育出一个商品饮用水的巨大市场。在我国饮用水行业中，开拓者的脚步从未停歇过。国内有实力的饮用水企业几乎都加入了前几年的饮用水市场大战中。除此之外，每年还有不少新品牌涌现。在给消费者带来多样化的选择空间时，也决定了饮用水市场的竞争日益激烈。在众多产品中，农夫山泉鼎立十几年持续发展，最终成为水市场的龙头企业，究其原因无不与其一直追求产品的高质量和成功的促销策略有关。 本文是以农夫山泉作为研究对象，通过结合产品的实际情况，从公关策略、广告策略、销售促进策略以及人员推销四个方面对其促销策略进行了详细的分析研究，找出其优势和特点，并且对促销策略中存在的问题进行分析，提出可行的解决建议。希望本文的分析研究对农夫山泉今后的发展有一定的帮助作用，同时也对其他饮用水企业的经营管理起到借鉴作用。 关键词：农夫山泉，公共关系，广告，销售促进，人员推销 Analysis of the farmer mountain spring promotion strategy ABSTRACT With the rapid development of economy, environmental pollution problem isgetting worse .The contradiction between people’s needs for healthy drinking water andincreasing pollution of water resources given birth to a huge water market. In thedrinking water industry in our country, pioneer?s footstep has never ceased. Almost alldomestic drinking water enterprises have joined the drinking water market war severalyears ago. In addition, many new brands emerging every year. When it give consumers a variety of choices, also decided the increasingly fierce competition of drinking water market. Among the many products，NongFuSpring could sustainable development adozen years, eventually become market leading enterprises, the reason is always pursuethe high quality of product and successful promotion strategy. This article is based on NongFuSpring for the study, by combining the actual situation of products and carried out a detailed analysis from aspects of public relations strategy, advertising strategy, sales promotion strategy and personal selling. In addition, the article also pointed out the promotion strategy of the NongFuSpring in the current issue of the existence and feasibility of the corresponding solutions. I hope this article will have some help for the future development of NongFuSpring, and also to the other enterprises . KEYWORDS： NongFuSpring, public relations, advertising, sales promotion, personal selling 目