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| 论文编号： | 9849 | |
| 作者编号： | 2120152606 | |
| 上传时间： | 2017/12/20 10:12:46 | |
| 中文题目： | 恒大冰泉营销组合策略研究 | |
| 英文题目： | Evergrande spring marketing mix strategy research | |
| 指导老师： | 张永强 | |
| 中文关键字： | 恒大冰泉 营销策略 高端矿泉水 | |
| 英文关键字： | Evergrande Spring Marketing Strategy High-end Mineral Water | |
| 中文摘要： | 随着中国经济的飞速发展，人们的生活水平不断提高，人们开始追求更高质量的生活，关注健康，注重品位，消费者对于饮品的需求在不断扩大。中高端矿泉水作为健康生活的基本要素，市场前景广阔。恒大冰泉作为矿泉水市场的新星，其发展一直受到行业内外的关注，本文针对恒大冰泉的营销策略进行了深入的分析，总结其成功和不足之处，提出调整的建议。本论文首先对营销的相关理论的回顾，其中包括营销及营销策略内涵、STP理论、4Ps营销组合理论等。其次，为了说明恒大冰泉的发展背景，对恒大地产集团和恒大农牧集团作出简要的介绍，紧接着对恒大冰泉的内外部环境进行分析，包括PEST分析和SWOT分析。基于以上理论概述和环境的分析，运用营销组合策略，从产品、价格、渠道、促销方面对恒大冰泉营销策略进行全面，另外，鉴于恒大冰泉的特殊性，对其营销组合策略也进行了分析。经过系统的分析之后，结合自身的实际工作经验，指出恒大冰泉发展过程中的问题，主要包括经营思路及内部建设问题、渠道通路建设问题、产品推广策略问题。最后，基于全面的分析和研究，从经营战略、渠道建设、人才队伍建设等方面对冰泉的发展提出建议,旨在优化恒大冰泉的营销策略，并为其他相关企业的发展提供一定的借鉴。 | |
| 英文摘要： | With the growth of the Chinese economy at full speed, people's living standard continues to improve. They begin to pursue a life style of higher quality, concern about their health and focus on their taste. The consumers' demand for drinks is increasely expanding. As the basic elements of a healthy life, the high and middle-end mineral water have broad market prospects. Evergrande Spring is a new star of the mineral water market. Its development has always been appreciated inside and outside the industry. The paper has conducted a deep analysis based on Evergrande Spring's marketing strategies, summarized its success and shortcomings and put forward suggestions on its adjustment. Firstly, the paper has reviewed the relevant theories of marketing, including marketing and marketing strategy connotation, STP theory, 4Ps marketing mix theory, etc. Secondly, in order to illustrate Evergrande Spring's development background, it has made a brief introduction of Evergrande Real Estate Group and Evergrande Farming Group, then conducted an analysis of the external environment Evergrande Spring, including PEST analysis and SWOT analysis. Based on the above theory summary and environment analysis and using marketing mix strategy, the paper has carried out a comprehensive analysis on the marketing strategy of Evergrande Spring in terms of product, price, channel and promotion. Moreover, in view of Evergrande Spring's particularity, the paper has also analyzed its marketing mix strategy. After the systemic analysis, combining with its own actual work experience, the paper has pointed out the problems in the development process of Evergrande Spring, mainly including management concept and internal construction, channel construction and product promotion strategy. Finally, based on comprehensive analysis and research, th paper has proposed suggestions on the the development of Evergrande Spring in business strategy, channel construction, talent team construction and other aspects. All these are designed to optimize its marketing | |
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