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

The Analysis of Nongfu spring marketing strategy

Marketing（E-commerce）05-2 Su Jing

Supervisor Gu Kai-ping

Abstract

Since the mid 1990s, the demand of the bottled water has been growing rapidly in China, and bottled water industry obtained a rapid development. The competition among different bottled water is more and more intensive with the multinational entering Chinese bottled water market. Wahaha, Lebaishi and Nongfu spring becomes the largest company of bottled water industry. The market of the bottled water comes into monopolistic competition stage. The marketing strategy plays the important role in winning the competition. Differentiation can better reflect the products' characteristics. Advertising and the news media's influence on consumers is increasing. So it is very significant realistically to study the marketing strategy of the bottled water.

Basing on the analysis of consumer demand, marketing environment, competitors, and SWOT analysis of the Farmer spring, I mainly analyze the marketing strategy of Nongfu spring from 4P aspect. The key to its success is differentiation strategy and event marketing. I also discuss the present situation and the existing problems of the channel strategy. Finally, I summarize the reference of Farmer spring through its experience.

Key words: bottled water, marketing strategy, differentiation, event marketing