刘代生农夫山泉市场营销策略分析.doc

农夫山泉市场营销策略分析 PAGE I PAGE I 农夫山泉市场营销策略分析 学生姓名：刘代生 学号：2010521023 指导教师：梁吉充 摘要：近年来，随着我国经济的高速发展人们的可支配收入增加和对健康、生活理念的增强、消费升级，我国饮料行业增长迅猛。各个饮料巨头也不断推陈立新 品种日益丰富，市场细分加紧了市场份额的掠夺。农夫山泉作为饮用水领域的后起之秀，以一句“农夫山泉有点甜”闯入市场。农夫山泉以健康、差异化生活理念得到快速的发展成为行业中独树一帜 的地位。然而企业在快速发展到一定阶段或多或少将面临一些问题。 本文以农夫山泉为例 旨在通过对农夫山泉有限公司在营销中的现状和问题 以及解决问题的思路进行分析，希望能够通过进一步分析以点带面推广到对我国整饮料个市场的认识。正确的了解我国饮料市场的发展前景和问题。 关键词： 营销策略 农夫山泉 饮料行业 The farmer mountain spring marketing strategy analysis Student:Liu Daisheng Instuctor:Liang Jichong Abstract: In recent years, along with our country economy high speed development of the peoples disposable income increase and to improve their health, lifestyle, consumer upgrades, beverage industry is growing rapidly in China.The beverage giant has been pushing Chen Lixin increasingly rich varieties, market segmentation has tightened the market share of the plunder.Nongfu spring as a rising star in the field of drinking water, by saying, the farmer mountain spring was a little sweet into the market.Nongfu spring on health and lifestyle to get fast development of the industry in the unique position.However, enterprise more or at a certain stage of rapid development in major general faces some problems.In this paper, the farmer mountain spring, for example Aims to nongfu spring co., LTD., the present situation and problems in the marketing and the train of thought to solve the problem, hope can through the further analysis at the spot with the surface to the understanding of the whole beverage market in China.Correct understanding of Chinas beverage market development prospects and problems. Keywords: marketing strategy farmer mountain spring beverage industry 目 录 TOC \o 1-3 \h \u 25446 1引言 1 17971 1.1研究的背景 1 10144 1.2 研究的意义 1 7814 2市场营销策略的一般理论 1 32319 2.1市场营销策略的概念 1 4103 2.2 市场营销策略中的4p理论 2 3400 3农夫山泉市场营销策略分析 3 28011 3.1农夫山泉简介 3 13884 3.2我国饮料行业的前景及发展趋势 4 3406 3.3农夫山泉市场营销策略 5 27645 3.3.1 产品策略 5 31468 3.3.2 差异化战略 6 2325