【作者】 杜仓娟；

【导师】 赫连志巍；

【作者基本信息】 燕山大学 ， 企业管理， 2009， 硕士

【摘要】 从二十世纪九十年代中期以来,我国瓶装水行业得到了迅速的发展,越来越多的企业进入瓶装水行业,瓶装水的一哄而上使得产品品质参差不齐,生产规模弱小难以达到规模经济,市场策略陈旧,企业创新意识淡薄。面对激烈的市场竞争,大多数企业感到营销资源的匮乏,缺乏处理营销要素关系的指导和运用。本文以康师傅矿物质水为主要研究对象,研究的主要目的是为康师傅瓶装水制定今后的营销战略,并对我国瓶装水行业的企业进行营销策略的改进提供借鉴。在研究方法上主要采用了“互斥模型”分析法、比较分析法、定性分析与定量分析相结合的方法。首先,分析了国外瓶装水行业的发展现状,找出发达国家的借鉴之处。回顾了我国瓶装水行业的发展历程,以及对我国瓶装水的基本类型和市场营销特性进行了总结分析。其次,研究了瓶装水行业主要竞争者及不同瓶装水产品的代表者:娃哈哈纯净水、农夫山泉天然水和康师傅矿物质水的营销战略。以康师傅矿物质水为主要研究对象,从行业宏观环境与集团内部环境进行分析;并采用“互斥模型”方法对其营销要素:产品、价格、促销、渠道所产生的作用力进行定性与定量分析,找出其面临的机会与威胁,自身的优势与劣势。最后,围绕企业效益最大化的目标,从企业可提供的产品与价格着手扩大企业与消费者的对应面;结合渠道与促销推力,拉近消费者与企业产品之间的距离,以此两方面为理论依据,制定相应的策略,从而解决企业面临的营销问题。针对目前康师傅矿物质水面临的“水源问题”,本文在营销策略上增加了品牌危机管理策略,不仅强调了建立健全危机管理机制,更注重对品牌危机发生前的危机意识的强化。更多还原

【Abstract】 Since the 1990s, bottled water industry of our country has gained fairly rapid development, more and more companies entered this industry, and this make the qualities of products were unfilled. The ranges of activities are small and weak and it is hard to reap economies of scale, market strategy is old fashioned, the awareness of innovation is thick. Faced with the intense market competition, many companies feel the shortage of marketing resources and guidelines and exert of marketing elements. The article take MasterKong as main object of study, the major purpose of the research is to make strategy plan for Master Kong bottled water, and to provide referential experience for our bottled water industry. In research method, the article mainly adopt marketing“Mutex Model”analysis、method of comparative analysis、qualitative and quantitative analysis.First, the paper analyzes the current situation of bottled water market home and aboard. Reviewed the development history of our country and analyze the major types and sales characteristics of bottled water in our country.Next, make a research of he main competitors and delegates’competition strategy in this industry: Wahaha, Farmer mountain spring and MasterKong. And make MasterKong as the main subject, analyze from industry macro environment and internal environment, and adopt marketing“Mutex Model”to analyze its marketing elements: Product、Price、Promotion and Place to find out its opportunities and threats, strengths and weaknesses.In the end, focus on the goals of self-benefit maximization, expand the contact face between consumers and enterprises; expand the contact face between consumers and enterprises; combine the push power of Place and Promotion, to close the distance of products and consumers; take both sides as theoretical base, to formulate relevant marketing strategy, thus to resolve the marketing problems that companies faced. On account of MasterKong’s water source problems, the article add Brand Crisis Management strategy to marketing strategies. not only to emphasize establish and improve crisis management mechanism, but pay more attention to strengthen people’s crisis consciousness before crisis happened.更多还原