农夫山泉营销策略分析及其借鉴意义

农夫山泉营销策略分析及其借鉴意义摘要20世纪90年代中期以来，我国的瓶装水需求迅猛增长，瓶装水行业得到了迅速的发展。随着可口可乐和雀巢这样的跨国企业的加入，瓶装水行业的竞争日益激烈。娃哈哈、乐百氏和农夫山泉成为瓶装水行业的三大巨头，瓶装水行业进入垄断竟争的时期。在这个行业的发展过程中，营销策略占有非常重要的地位，差异化更能够体现产品特色，广告及新闻媒体对消费者的影响力越来越大。研究我国瓶装水行业的市场营销策略具有非常重要的现实意义。本论文在分析了我国瓶装水消费者需求、营销环境、竞争对手和对农夫山泉SWOT分析基础上，主要从4P角度对农夫山泉的营销策略进行分析，差异化策略和事件营销是其取得成功的关键策略。随后，指出其渠道方面所存在的问题。最后，结合农夫山泉取得成功的经验总结其借鉴意义。关键字：瓶装饮用水，营销策略，差异化，事件营销TheAnalysisofNongfuspringmarketingstrategyMarketing（E-commerce）05-2SuJingSupervisorGuKai-pingAbstractSincethemid1990s,thedemandofthebottledwaterhasbeengrowingrapidlyinChina,andbottledwaterindustryobtainedarapiddevelopment.ThecompetitionamongdifferentbottledwaterismoreandmoreintensivewiththemultinationalenteringChinesebottledwatermarket.Wahaha,LebaishiandNongfuspringbecomesthelargestcompanyofbottledwaterindustry.Themarketofthebottledwatercomesintomonopolisticcompetitionstage.Themarketingstrategyplaystheimportantroleinwinningthecompetition.Differentiationcanbetterreflecttheproducts'characteristics.Advertisingandthenewsmedia'sinfluenceonconsumersisincreasing.Soitisverysignificantrealisticallytostudythemarketingstrategyofthebottledwater.Basingontheanalysisofconsumerdemand,marketingenvironment,competitors,andSWOTanalysisoftheFarmerspring,ImainlyanalyzethemarketingstrategyofNongfuspringfrom4Paspect.Thekeytoitssuccessisdifferentiationstrategyandeventmarketing.Ialsodiscussthepresentsituationandtheexistingproblemsofthechannelstrategy.Finally,IsummarizethereferenceofFarmerspringthroughitsexperience.Keywords:bottledwater,marketingstrategy,differentiation,eventmarketing