The Study Of Laoshan Mineral Water Innovation Research Marketing Strategy

As the first founder in this industry, the LaoShan Mineral Water has ever famed for its history, however, because of some problems on management it fell down and became a local brand. On the basis of the related marketing strategy theory and combining theory with practice, this paper illustrates the inimitable and irreplaceable advantages of the LaoShan Mineral Water which is a one-hundred-year classical brand on the aspect of resource, knowledge, capacity and so on, in order to find a valid and feasible way to make the LaoShan Mineral Water to be a famous world brand by using the SWOT, and draws up from its excellent marketing strategy obtains, attempts to apply the marketing strategy theories frame as foundation, through its experiences analysis, rules summary, offers the professional references.This article is divided into seven chapters. The first chapter introduces the research background,research significance and the content and method of research. The second chapter summarizes some related marketing theory, including Marketing Segmentation, Target and Position Theory, Marketing Mix Theory, Relationship Marketing Theory, Brand Management Theory and Theory of Competitive Strategy. The third chapter gives a brief introduction about the situation of beverage industry, mainly talking about the developing tendency and situation of beverage industry and mineral water market and the developing situation of the LaoShan Mineral Water. The forth chapter is the analysis of the LaoShan Mineral Water marketing environment, emphasizing on the analysis of the LaoShan Mineral Water macroscopic environment and industrial environment. Furthermore, base on these analyses,with the tool of SWOT analysis, it analyzes the LaoShan Mineral Water market competition as well as its market status strategy. The fifth part is the analysis on the inner qualifications of the LaoShan Mineral Water. It is focused on the analysis about marketing strategies and its effect, the analysis on resources and faculty, as well as the analysis on SWOT of the LaoShan Mineral Water at the present. The sixth part is the research on the marketing strategies of the LaoShan Mineral Water, which is the stress and the key in this thesis. It mainly analyzes the establishment and maintenance about the marketing-net and the complex marketing strategies which involves production, packing, price, sales, advertisement, sales promotion, and public relations etc. The seventh part is about the marketing strategy enforcement of the LaoShan Mineral Water. The analysis is mainly according to the design of organization structure, cultural construction of the LaoShan Mineral Water, the construction of system engineering for manpower, which is expected to help the native enterprises obtain illumination and benefits.