英语_农夫山泉纯净水的营销策略分析.docxVIP

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摘要

水是生命之源，无论是从生物的起源还是目前人类的发展，水都是维持生命不可缺少的重要物质，随着社会的发展，人类的进步，为了追求便利和健康，人们也开始成立公司售卖瓶装水。截至目前，单是中国的瓶装水公司就有3000多家，可想而知目前的中国纯净水行业的竞争力有多么激烈，因此，为了提升国家纯净水竞争力，我们也需要时刻调整自身的营销策略，因为良好的营销策略才是一个公司良好发展的基石。

本文以农夫山泉这一品牌为例，主要研究了农夫山泉纯净水采用的营销策略，运用了SWOT分析指出了他的优势和劣势，还有其面临的机会和威胁。根据农夫山泉4P营销策略，具体提出了农夫山泉纯净水存在的主要问题，在这其中找出农夫山泉纯净水营销策略的不足之处并根据其不足进行优化。

关键词：农夫山泉纯净水；营销策略；SWOT；4P

ABSTRACT

Wateristhesourceoflife.Whetherfromtheoriginofbiologyorthecurrentdevelopmentofhumanbeings,waterisanindispensableandimportantmaterialtomaintainlife.Withthedevelopmentofsocietyandhumanprogress,inordertopursueconvenienceandhealth,peoplealsobegantosetupcompaniestosellbottledwater.Uptonow,therearemorethan3000bottledwatercompaniesinChinaalone.ItisconceivablehowcompetitivethecurrentChinesepurifiedwaterindustryis.Therefore,inordertoimprovethenationalpurifiedwatercompetitiveness,wealsoneedtoconstantlyadjustourownmarketingstrategies,becausegoodmarketingstrategiesarethecornerstoneofacompany’sgooddevelopment.

TakingthebrandofNongfuMountainSpringasanexample,thispapermainlystudiesthemarketingstrategyadoptedbythepurifiedwaterofNongfuMountainSpring,andpointsoutitsadvantagesanddisadvantages,aswellasitsopportunitiesandthreatsthroughSWOTanalysis.Basedonthe4PmarketingstrategyofNongfuSpring,themainproblemsofNongfuSpringpurifiedwaterwerespecificallyidentified,andtheshortcomingsofNongfuSpringpurifiedwatermarketingstrategywereidentifiedandoptimizedbasedontheirshortcomings.

Keywords：NongfuSpringPureWater;Marketingstrategy;SWOT；4P

TableofContents

TOC\o1-3\h\u15430ChapterOneIntroduction 1

31621ChapterTwoSWOTAnalysisofPurifiedWaterfromNongfuSpring 2

276182.1CompetitiveStrengths 2

59792.2CompetitiveWeaknesses 2

277002.3Opportunities 3

166512.4Threats 3

31953ChapterThree4PMarketingStr