本文選題：礦泉水　切入點(diǎn)：營銷策略　出處：《中國海洋大學(xué)》2009年碩士論文　論文類型：學(xué)位論文

【摘要】： 曾經(jīng)作為“國水”的嶗山礦泉水,是中國礦泉水的鼻祖,由于自身管理存在眾多問題,曾一度衰敗淪落為地方品牌,本文闡述市場營銷戰(zhàn)略的相關(guān)理論的基礎(chǔ)上,理論聯(lián)系實(shí)際,通過對青島嶗山礦泉水進(jìn)行SWOT分析,發(fā)現(xiàn)青島嶗山礦泉水作為一個百年老字號品牌,在資源、知識和能力等方面同時具有不可模仿、難以替代的優(yōu)勢,尋找一個一個有效、可行的突破口,可使“嶗山礦泉水”成為高端礦泉水市場的世界知名品牌,試圖在營銷戰(zhàn)略理論框架的基礎(chǔ)上,通過分析其實(shí)踐經(jīng)驗(yàn),總結(jié)出其中的規(guī)律,以供礦泉水行業(yè)參考。 本文共分為七章。第一章是緒論,介紹選題背景、研究意義和研究的內(nèi)容和方法。第二章相關(guān)市場營銷理論概述。主要介紹了市場營銷的相關(guān)理論:市場細(xì)分、目標(biāo)市場和定位理論、市場營銷組合理論、關(guān)系營銷理論、品牌管理理論、競爭戰(zhàn)略理論。第三章簡單介紹了飲料行業(yè)狀況分析。主要介紹了飲料行業(yè)的發(fā)展?fàn)顩r與趨勢、礦泉水市場的發(fā)展?fàn)顩r與趨勢、嶗山礦泉水市場的發(fā)展?fàn)顩r。第四章是關(guān)于嶗山礦泉水市場營銷的環(huán)境分析。主要分析了嶗山礦泉水的宏觀環(huán)境、產(chǎn)業(yè)環(huán)境,并在此基礎(chǔ)上,利用了SWOT的分析工具,分析了嶗山礦泉水的市場競爭戰(zhàn)略以及它的市場地位策略。第五章是目前的嶗山礦泉水的內(nèi)部條件分析。主要進(jìn)行了嶗山礦泉水目前的營銷策略與效果分析、嶗山礦泉水的資源和能力分析及SWOT分析。第六章是嶗山礦泉水的營銷策略研究,是本論文的重點(diǎn)和關(guān)鍵。主要分析了關(guān)于市場營銷網(wǎng)絡(luò)的建立及維護(hù),和包括產(chǎn)品、包裝、價格、分銷、廣告、促銷、公關(guān)、網(wǎng)絡(luò)等多種營銷組合策略。第七章是嶗山礦泉水營銷策略的實(shí)施。主要從組織結(jié)構(gòu)設(shè)計(jì)、嶗山礦泉水文化建設(shè)、人才工程建立來分析,旨在讓本土企業(yè)能從中得到受到啟發(fā),獲得受益。
[Abstract]:Laoshan mineral water, once as "Guoshui", is the originator of Chinese mineral water. Because of many problems in its own management, Laoshan mineral water once declined to become a local brand. Based on the relevant theories of marketing strategy, Combining theory with practice, through SWOT analysis of Laoshan mineral water in Qingdao, it is found that Qingdao Laoshan mineral water, as a famous brand of a hundred years old, has an irreproducible and irreplaceable advantage in resources, knowledge and ability at the same time. In order to find an effective and feasible breakthrough, Laoshan mineral water can become a world famous brand in high-end mineral water market. Based on the theoretical framework of marketing strategy and through analyzing its practical experience, the author tries to sum up the rules among them. For the reference of mineral water industry. This paper is divided into seven chapters. The first chapter is the introduction, introducing the background of the topic, the significance of the research and the content and methods of the research. The second chapter is an overview of the relevant marketing theory. Objective market and positioning theory, marketing combination theory, relationship marketing theory, brand management theory, competition strategy theory. The development and trend of mineral water market and the development of Laoshan mineral water market. Chapter 4th is an environmental analysis on the marketing of Laoshan mineral water. The macro environment and industrial environment of Laoshan mineral water are mainly analyzed, and on this basis, Using the SWOT analysis tool, This paper analyzes the market competition strategy and market position strategy of Laoshan mineral water. Chapter 5th is the internal condition analysis of Laoshan mineral water at present. Chapter 6th is the marketing strategy research of Laoshan mineral water, which is the key and key of this paper. It mainly analyzes the establishment and maintenance of marketing network, including products, packaging, etc. Price, Distribution, Advertising, Promotion, Public Relations, Network and other Marketing combination Strategies. Chapter 7th is the implementation of Laoshan mineral water marketing strategy. It is mainly analyzed from organizational structure design, Laoshan mineral water culture construction, talent engineering establishment, etc. The aim is to inspire and benefit local companies.
【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】：2009
【分類號】：F274;F426.82

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本文編號：1602270