农夫山泉天然饮用水的市场定位策略研究.docxVIP

PAGE I 农夫山泉天然饮用水的市场定位策略研究 内 容 摘 要 近年来，我国饮用水品牌的层出不穷，各种品牌的竞争也越来越激烈。各饮用水厂商需要对其饮用水进行明确的市场的定位和策略分析。农夫山泉天然饮用水基于其天然的特点很好地达到了主要客户的预期，满足了主要顾客的预期需要，并不断吸引客户，从而提高了其在饮用水市场占有率，在饮用水市场占有重要份额。 农夫山泉通过采用目标市场的营销战略。基于其饮用水的特点并进行市场调研，分析客户的具体需求。最后采取了差异化的市场定位策略。本文选用调查法、个案分析法和文献研究法，对天然饮用水市场定位理论进行理解融合。同时对于天然饮用水市场定位过程中，将出现的一些问题进行分析和总结。农夫山泉在饮用水市场中留下成功的市场定位案例，有利于促进饮用水市场的持续发展。 关键词：市场定位；天然饮用水；差异化策略；品牌 Research on the Market Positioning Strategy of Nongfu Spring Natural Drinking Water Abstract In recent years, Chinas drinking water brands have emerged in an endless stream, and competition among them has become increasingly fierce. Therefore, Nongfu Spring needs the positioning and strategic analysis of the drinking water market. Its natural drinking water products well meet the expectations of major customers, based on its natural characteristics. It meets the expected needs of major customers, can better attract customers, and thus improves its market share in the drinking water market, and then can occupy an important share in the market. Nongfushangquan adopted the marketing strategy of the target market. Based on the characteristics of its drinking water and market research, analyze the specific needs of customers. Finally adopted a differentiated market positioning strategy. This article selects the survey method, case analysis method and literature research method to understand and integrate the natural drinking water market positioning theory. At the same time, some problems will be analyzed and summarized in the process of positioning the natural drinking water market. Nongfushangquan left a successful market positioning case in the drinking water market, which is conducive to promoting the sustainable development of the drinking water market. Key words:Market positioning；natural drinking water；differentiation strategies；brands 目 录 TOC \o 1-3 \h \u 内容摘要 I Abstract II 一、绪 论 1 （一）研究背景 1 （二）研究意义 1 （三）文献综述 1 （四）研究方法 2 1．调查法 2 2．个案分析法 2 3．文献研究法 2 二、 农夫山泉天然饮用