农夫山泉的广告营销及其创新策略分析.docxVIP

摘要

在经济多元化和市场多元化的今天，以往简单依靠降价促销的方式不能满足消费者的喜好，其影响力，影响范围极度有限。于是，特色的广告营销方式成为各大企业所注重的，“创意”“创新”就是能否抓得牢用户眼球最重要的利器。农夫山泉除了以较多的广告支出，在强大的市场影响力的作用下，通过其充满创意的广告创新在最短的时间内飞速扩大企业知名度，带来消费流量，创造企业利润。农夫山泉是如何在同时期“娃哈哈”“怡宝”“恒大冰泉”“百岁山”等实力品牌的竞争压力下，通过广告营销在饮用水市场如此激烈的竞争环境下打开市场，它的成功离不开它的广告宣传。这其中又有哪些值得我们学习借鉴的东西呢？本文将对农夫山泉较为有名的几例广告营销为例，阐述分析其优缺点。通过案例分析，分析农夫山泉在“质量门”事件中处理不当之处。并与其他同行业竞争者广告营销策略进行比较分析。在以上分析的基础上，本文提出了农夫山泉广告营销的改进与创新策略，为其他饮用水企业乃至其他食品行业的企业开展成功产品的广告营销策略提供借鉴。

关键词：广告营销；农夫山泉；创新策略

Abstract

Intodayseconomicdiversificationandmarketdiversification,pastsimplerelyonpricepromotionscannotsatisfyconsumerpreferences,itsinfluence,influencescopeisextremelylimited,asaresult,thecharacteristicsofadvertisingmarketingbecomeeachbigenterprisepayattentionto,creativeinnovationisthegriponusereyeballisthemostimportanttool.

Nongfuspringnotonlyspendsalotonadvertising,butalsoexpandsthepopularityofthecompanyintheshortesttimethroughitscreativeadvertisinginnovationundertheinfluenceofstrongmarketinfluence,bringingconsumptionflowandcreatingprofits.Howdidnongfuspring,underthecompetitivepressureofwahaha,ebbo,Evergrandeicespring,100-year-oldmountainandotherpowerfulbrandsinthesameperiod,openthemarketthroughadvertisingmarketinginsuchafiercecompetitionenvironmentinthedrinkingwatermarket?

Thisarticlewillanalyzetheadvantagesanddisadvantagesofwell-knownadvertisementsfornongfuspring.Throughthecasestudy,thispaperanalyzestheimproperhandlingofnongfuspringinthequalitygateincident.Onthebasisofthecomparativeanalysiswithothercompetitorsandmarketingstrategiesoftheadvertisingindustry,thispaperputsforwardtheimprovementandinnovationstrategiesoftheadvertisingmarketingofnongfuspring.Thisisareferenceforotherdrinkingwatersupplycompaniesandotherfoodindustrycompaniestoimplementsuccessfuladvertisingandmarketingstrategies.