Research On Marketing Strategy Of Yunnan Yuanquan Beverages Co., LTD

Since the mid-1990s of last century, the demand of the bottled water in China has been growing rapidly. 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 competition among the bottled water is more and more intensive with the multinational entering Chinese bottled water market. The marketing strategy plays the important role in winning the competition.Firstly analyzing macroeconomic environment of the bottled water company , including political, economic, social and technological environment, we could see there are good environment to the bottled water company; secondly I analyzed the world and China bottled water market status and future market trends; thirdly I analyzed the main competitors of Yunnan Yuanquan beverages co.,Ltd, Wahaha, Lebaishi ,Nongfu Spring and Yunnan Spring in yunnan province; fourthly I introduced the consumption characteristics and consumption trends basing on the analyzing of the consumption of the bottled water.We also knew the management, marketing, human resources and financial status of Yunnan Yuanquan beverages co.,Ltd, Basing on the enterprise's internal conditions analyzed .Then after studying the opportunities, threats, strengths and weaknesses of the company, I selected the marketing strategies of the company , including STP strategy (Segmentation, Targeting and positioning), the brand marketing strategy and relationship marketing strategies , and told these marketing strategies in detail. At the last ,1 told how to effectively implement and control these marketing strategy in detail.So it is very significant realistically to study the marketing strategy of the bottled water. Studying the marketing strategy of Yunnan Yuanquan beverages co.ltd, I hope to do good to not only Yunnan Yuanquan beverages co.ltd, but also provide the useful theory and...