Guangzhou Biyuan Water-Purifying Product Co.,Ltd

The thesis is a case about new product launches of Biyuan Water-purifying Product Co., Ltd. It consists of the case and the case analysis.The case part: Mainly depict the establishment of Guangzhou Biyuan Water-purifying Product Co.,Ltd., the industry of water purifying products, and the marketing strategies that Biyuan has pursued since 1999, list main difficulties that the company encounters.The case analysis part: Scan the marketing environment, Analyzes the consumer market, the industry and competitors of water-purifying products and the marketing process, the marketing strategies that Biyuan pursuing, based on SWOT analysis tools, five competitive forces model and some theory of marketing management, such as Customer Delivered Value, Market Segmentation, Market Targeting, Four Introductory Marketing Strategies, Cost Effectiveness of Different Promotional Tools at Different Stages, Put forward some proposes to extricate Biyuan from a predicament, attract customers. At the same time, hope can have some effect to promote the development of Biyuan Company.