【摘要】：隨著我國經(jīng)濟(jì)的發(fā)展，人們消費觀念的升級，加之日益突出的環(huán)境污染的和食品飲料安全問題，人們越來越注重飲用水的安全性。重視水源地和水質(zhì)的高端水市場逐漸打開，開始贏得消費者的青睞。2012年國內(nèi)高端水市場零售量超過50萬噸，零售額達(dá)108億元，發(fā)展?jié)摿薮�。國�?nèi)的高端水市場雖然開發(fā)較晚，但是國際大品牌、國內(nèi)高端品牌也已形成一定規(guī)模，形成了較強的市場競爭力。加之高端水市場高額利潤的誘惑，越來越多的企業(yè)也都躍躍欲試，加劇了行業(yè)競爭。故為高端水市場新進(jìn)入者A品牌量身定制恰當(dāng)?shù)臓I銷策略對其快速打入市場，提高競爭力具有一定的現(xiàn)實意義。 本文以A品牌高端水為研究對象。通過對市場上各高端水品牌的分析研究，總結(jié)了高端水市場當(dāng)前的競爭環(huán)境；借助市場調(diào)研數(shù)據(jù)，從消費偏好、消費動因和消費特征三個方面分析了我國高端水市場消費者的消費心理和消費行為；同時結(jié)合PEST分析和SWOT模型的運用，對A品牌高端水的內(nèi)外部環(huán)境進(jìn)行了全面地分析，，明確了它自身的優(yōu)勢與劣勢，面臨的機會與威脅，據(jù)此為其制定了較完善的營銷策略，并提出了這些營銷策略實施的保障措施。 本文從定位、產(chǎn)品、品牌、渠道、推廣和客戶服務(wù)六個方面入手為A品牌高端水制定了較完善的營銷策略，并創(chuàng)新性的提出了產(chǎn)品束策略、多元化渠道策略和三位一體式推廣等新型營銷理念。指出A品牌高端水應(yīng)以其產(chǎn)品的核心賣點為基礎(chǔ)，開發(fā)泡茶水系列、孕嬰水系列、美容水系列、家庭水系列以及高鋰水系列；在推廣上要實現(xiàn)產(chǎn)品與品牌講解宣傳、消費者的體驗參與和銷售的一體化，并結(jié)合A品牌高端水濃厚的文化圣水特質(zhì)，創(chuàng)新性地提出了佛緣推廣方式；在渠道選擇上，除現(xiàn)代通路外，還針對市場空白，提出A品牌高端水應(yīng)該開發(fā)茶樓和家飲渠道。 這些策略內(nèi)容不僅豐富了營銷組合理論，為A品牌高端水本身的市場營銷活動提供現(xiàn)實的理論指導(dǎo)，也能為高端水行業(yè)其他新進(jìn)企業(yè)進(jìn)行營銷策略的改進(jìn)提供有益借鑒和參考，具有普遍的應(yīng)用價值。
[Abstract]:With the development of our economy, the upgrading of people's consumption concept, and the increasingly prominent environmental pollution and food and beverage safety problems, people pay more and more attention to the safety of drinking water. The high-end water market, which attaches importance to the water source and water quality, is gradually opening up and beginning to win the favor of consumers. In 2012, the domestic high-end water market retail volume exceeded 500000 tons, retail sales amounted to 10.8 billion yuan, the development potential is huge. Although the domestic high-end water market is developed late, the international big brands and the domestic high-end brands have also formed a certain scale, forming a strong market competitiveness. Coupled with the high-end water market profit temptation, more and more enterprises are also eager to try, intensified industry competition. Therefore, it is of practical significance to customize the appropriate marketing strategy for the new entrant A of the high-end water market to enter the market quickly and improve the competitiveness. This article takes A brand high-end water as the research object. Through the analysis of various high-end water brands in the market, summarized the current competitive environment of the high-end water market, with the help of market research data, from the consumption preference, This paper analyzes the consumer psychology and behavior of the high-end water market consumers in China from the three aspects of consumption motivation and consumption characteristics, and makes a comprehensive analysis of the internal and external environment of brand A high-end water, combining with the PEST analysis and the application of SWOT model. This paper clarifies its own advantages and disadvantages, the opportunities and threats it faces, and then formulates more perfect marketing strategies for it, and puts forward the guarantee measures for the implementation of these marketing strategies. This article from the positioning, the product, the brand, the channel, the promotion and the customer service six aspects has established the more perfect marketing strategy for the A brand high-end water, and has proposed the product bundle strategy innovatively, Diversified channel strategy and trinity promotion and other new marketing concepts. It is pointed out that brand A high-end water should be based on the core selling points of its products and develop tea water series, pregnant and baby water series, beauty water series, household water series and high lithium water series. The integration of consumer experience participation and sales, combined with the cultural holy water characteristics of brand A high-end water, innovatively put forward the promotion method of Buddha's fate; in the channel selection, in addition to the modern access, it also aims at the market blank. Put forward A brand high-end water should develop tea house and home drink channel. These strategies not only enrich the theory of marketing mix and provide practical theoretical guidance for the marketing activities of brand A high-end water, but also provide useful reference and reference for the improvement of marketing strategy of other new enterprises in high-end water industry. It has universal application value.
【學(xué)位授予單位】：中國海洋大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F274;F426.82

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