怡宝公司在中国南方市场的营销策略研究以矿泉水产.doc

PAGE PAGE 1 怡宝公司在中国南方市场的营销策略研究 ——以矿泉水产品为例 摘 要 本论文就怡宝矿泉水在中国的发展作为研究对象，主要研究三个方面：一是怡宝公司新业务发展的可行性，二是研究怡宝公司新产品矿泉水的市场定位，三是研究怡宝公司新产品矿泉水的组合营销策略。通过这三个方面论述了怡宝在中国南方市场发展过程，根据中国南方市场情况所采用的营销战略、品牌定位和各种营销组合策略.给其他试图在中国南方发展的饮用水企业一些启示。 本篇论文第二部分着重分析了怡宝进入中市场在营销策略上的一些突出成绩：准确的品牌定位、有效的营销组合等等；并从中找出一些关键点以提供给其他饮用水企业作参考：认真分析市场情况而不是盲从；任何时候都以顾客的需求为出发点；在定位明确的情况下，各项营销组合的计划必须遵循定位的指导。 第三部分则是着重于分析怡宝在中国南方场新产品矿泉水定位可能遇到的问题，并提出一些解决建议：市场细分、市场选定、产品竞争性定位，根据新的定位制定新的营销组合。 第四部分从产品策略、定价策略、销售渠道策略、促销组合策略及整合营销在矿泉水营销中的尝试。希望通过对怡宝食品饮料（深圳）有限公司矿泉水的营销策略研究及分能对饮料乃至快速消费品企业的营销策略供一些借鉴。 关键词： 矿泉水中国南方市场营销策略 中图分类号：F72 Abstract This thesis is regarded the development of C’estbon Mineral Water in China as the research object，mainly focused on three aspects：first，the fensibility of the development of new business of the company：Second.to study the market orientation of the new products mineral water of this company：Third，to research the marketing strategies portfolio.Through these three aspects，the thesis discussed the marketing stratagem，brand orientation and diversified marketing strategies portfolio adopted by the C’estbon Company according to the market situat ion during the developing process in the south market of China. This give some enl ightenments to the other drinking water enterprises which try to develop in south of China. The second part of the thesis focused on analyze some outstanding achievements of the marketing strategies during the C’estbon entering the China market：accurate brand orientation，effectire marketing portfolio etc：analyze the market situation seriously but not follow blindly：regard the customer’s demand as the starting point at any time，every marketing assembled plan must keep to the guide of orientation under the clear orientation situation. While the third part focused on analyze the problems which will possibly meet during C’estbon made the new product mineral water orientation in the south market of China，and also give some suggestions：market subdivision， market selecting and prod