Shandong Ring Ya Mineral Water Market Marketing Strategy Research

Considering it is natively and closely connected with the customers, which is popularly regarded as God of the enterprise, Marketing strategy which is although the functional strategy submitted to the Overall strategy of the enterprise reasonably act as the core of the strategic system of the enterprise and has oriented function to the other functional strategies. When R&D strategy, Manufacture strategy, Human Resource strategy and Finance strategy necessarily need to be made, they all should be based on the Marketing strategy which is the core of the overall strategy as well as the guide of the functional strategies of the enterprise. In considerable degree, success and loss rely on the excellent and bad Marketing strategy of the enterprise.Without the overall thoughts of marketing strategy, an enterprise would not be solidly developed with health. With the speedup of the process of economic globalization, the competitions among enterprises are getting more and more intense. Unless it gets the rational and scientific guide of Marketing strategy in its rnicroeconomic activities, the enterprise can not build its permanent core competitive ability, and can not succeed in the intense market competitions.Aiming at the current problems in Shandong Huanya Mineral Co.,Ltd., starting from analyzing the external environment of the company, the author impersonally find out the opportunities & threats that the company is facing, and also equitably speculated the strengths & weaknesses existing in the company by the SWOT analysis. On basis of analyzing towards a great deal of data of marketing survey, through the analysis towards the customers and target market, the author put forward the programming of the Marketing strategy of the company, furthermore clearly confirm the Marketing targets and keystones of the company, finally work out the implemental countermeasures, suggestion and the guaranteed measures.Both the data of the marketing survey and the opinion of this paper, not only have practical and instructional function to develop Shandong Huanya Mineral Water Co., Ltd., but also provide theoretic, practical and helpful reference for the mid-size and small-size domestic enterprises in the same industry throw off bankrupt situations, as well as have general application vale to other enterprises.