农夫山泉的广告营销及其创新策略分析.docx

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 In todays economic diversification and market diversification, past simple rely on price promotions cannot satisfy consumer preferences, its influence, influence scope is extremely limited, as a result, the characteristics of advertising marketing become each big enterprise pay attention to, creative innovation is the grip on user eyeball is the most important tool. Nongfu spring not only spends a lot on advertising, but also expands the popularity of the company in the shortest time through its creative advertising innovation under the influence of strong market influence, bringing consumption flow and creating profits. How did nongfu spring, under the competitive pressure of wahaha, ebbo, Evergrande ice spring, 100-year-old mountain and other powerful brands in the same period, open the market through advertising marketing in such a fierce competition environment in the drinking water market? This article will analyze the advantages and disadvantages of well-known advertisements for nongfu spring. Through the case study, this paper analyzes the improper handling of nongfu spring in the quality gate incident. On the basis of the comparative analysis with other competitors and marketing strategies of the advertising industry, this paper puts forward the improvement and innovation strategies of the advertising marketing of nongfu spring. This is a reference for other drinking water supply companies and other food industry companies to implement successful advertising and marketing strategies.