Marketing Strategy Study Of Daiyunshan Mineral Water

The success or failure of enterprises, to a large extent, depends on its marketing strategy is good or bad. It is impossible for an enterprise to healthy develop if it has no overall marketing strategic thinking.With the acceleration of the process of economic globalization and the increasingly fierce market competition, enterprises only access to the guidance of rational, scientific marketing strategy in the micro-economic activities so that they can establish their long-lasting core competitiveness, remain unbeaten place in the market of fierce competition. The paper takes Daiyunshan Mineral Water Co., Ltd. as a case to analyze in order to provide a useful reference in theoretical and practical angle for domestic small and medium-sized enterprises reversing loss, getting rid of plight, together with their survival and development.In this paper, in connection with existing problems of Daiyunshan Mineral Water Co., Ltd., using SWOT analysis, analyze the business status quo, dialectically analyze internal strengths and weaknesses, objectively identify the business opportunities and threats faced in order to clear Daiyunshan Mineral Water Co., Ltd.' s marketing goals and ideas; Using marketing theory in MBA study at the same time to subdivide the market of mineral water. After having selected the target market, it determined market positioning for Daiyunshan mineral water, and proposed the competitive strategy of marketing differentiation.On the basis of theoretical analysis in this paper, it fixes the specific marketing mix strategy, and by using of integrated marketing communication theory, it puts forward Daiyunshan mineral water integrated marketing communication strategy.