346降低完成.doc

关于高端瓶装水营销策略的研究——以依云为例
摘要
“阿尔卑斯山的雨水流到依云变成了高品质矿泉水，流到日内瓦和洛桑却什么也不是。”这句在瑞士广为流传的名言从一个侧面说明了市场营销对于矿泉水的推广具有非常重要的作用。高端瓶装矿泉水公司并无品牌优势和资金实力，以市场追随者的身份初次进入瓶装矿泉水市场。如何定位目标消费群、制定营销组合策略、发展和扩大市场份额，是公司当前面临的关键问题。首先阐述了矿泉水行业现状，并分析了竞争力量，然后对矿泉水市场细分进行了深入探讨，从而确定了高端瓶装瓶装矿泉水的营销定位及其目标市场，并对目标消费群的特点进行分析。作为中心环节，立足目标消费群，融入4Cs（消费者、成本、便利和沟通）和4Rs（关联、反应、关系和回报）的理念，为高端瓶装瓶装矿泉水项目制定了4Ps（产品、价格、渠道、销售）营销组合策略。鉴于公司尚无瓶装矿泉水的营销基础和经验，讨论了如何建立实施营销策略的内部服务链，并设计了与业务流程匹配的组织体系来保障营销策略的实施。最后对公司营销的关键点和难点——营销精英的维系，从非物质层面有针对性地提出了解决方案。

关键词：高端瓶装；矿泉水；营销策略执行
Abstract
"RainwaterflowingintotheAlpsisEvianmineralwaterwithhigh-quality,flowingintotheGenevaandLausannebutwhatisnot."ThisfamoussayinginSwissillustratemarketingplaysaveryimportantroleforthepromotionofmineralwaterfromoneside.Thehigh-endbottledmineralwatercompanydoesnothavethebrandadvantageandfinancialstrength,intothebottledwatermarkettomarketfollowersidentityfirst.Howtolocatethetargetconsumergroup,marketingmixstrategy,developandexpandmarketshare,isthekeyissuesfacingthecompany.Firstlyexpoundsthepresentsituationofmineralwaterindustry,andanalyzesthecompetitivestrength,andthendeeplydiscussesthemineralwatermarketsegmentation,whichdeterminesthemarketingpositioningandthetargetmarketofhigh-endBottledbottledmineralwater,andthecharacteristicsofthetargetconsumergroupanalysis.Asthecentrallink,basedonthetargetconsumergroup,intothe4Cs(consumer,cost,convenienceandcommunication)and4Rs(Association,reaction,relationandreturn)concept,developed4Psforhigh-endBottledbottledmineralwaterproject(product,price,channel,marketing)marketingcombinationstrategy.Inviewofthemarketingfoundationandexperience,thereisnobottledmineralwater,discusseshowtoestablishthemarketingstrategyimplementationandthedesignofinnerservicechain,andbusinessprocessmatchorganizationalsystemtoensuretheimplementationofmarketingstrategies.Finallythekeypointsofcorporatemarketinganddifficult--maintainmarketingelite,fromthenonphysicalhasproposedsolutions.

Keywords:high-endbottled;mineralwater;4Ps;4Cs;marketingstrategyexecution

目录
TOC\o"1-3"\