Research On Marketing Strategy For EVERGRAND SPRING Group

With the continuous development of the domestic economy and the continuous improvement of people’s living standards, people’s life style and consumption level have taken place very much. This kind of fast consumer goods has become an important part of urban and rural residents’ living necessities, and the demand of its demand gradually increased, which led to the development of China’s mineral water industry. With the rapid development and maturity of mineral water industry, the market competition is becoming increasingly fierce, how to develop effective marketing strategy, expanding the market share of the enterprise product is the primary problem of enterprise development.As a well-known venture group, Hengda Group has its own unique way of commercial competition. Hengda Group to use its strong capital, advanced production equipment and ongoing research and development and product innovation, in the food safety, product quality and safety of the development process, establish a good corporate image and corporate brand. Through the "marketing" system, Hengda Group established "spider web" marketing network, gathered a large number of loyal dealers and assets, the company’s products quickly and widely marketed, to ensure that the product in the market occupy rate. Hengda "deposit" system can guarantee the stability of the profits of the Hengda Group, is conducive to the return of funds, so that the structure of assets more reasonable. In addition, Hengda ice fountain drinks industry as a new star, to maintain its position in the beverage market, should be based on its own current situation, a plan to do market research and planning, develop effective marketing strategies and appropriate safeguards, so as to have a further breakthrough in the bottled water market.In this paper, Hengda ice fountain businesses in the domestic market as the research object, based on marketing theory, according to the actual situation and development status of Hengda ice fountain of the domestic market, the integrated use of SWOT analysis, STP analysis and related marketing theory to analyze Hengda Group enterprise internal and external environment, using the literature research method, comparative analysis method and the depth of investigation from Hengda Group’s product strategy, price strategy, channel strategy and promotion strategy on the domestic market marketing strategy analysis, through analysis, Hengda ice fountain marketing deposit in the following problems: first, cross industry; the second category segment, crowded, fuzzy; third, did not find the competition the opponent; fourth, advertising fifth, can not find Its loopholes appeared one after another.; source crowd; sixth, eager to expand business group. For some of the shortcomings of the above, this paper puts forward the specific 4P marketing strategy and the corresponding improvement suggestions. With the gradual expansion of the beverage market, Hengda ice fountain should be based on the needs of different customers to develop a variety of product line. In addition, Hengda Group should strengthen the connotation of the brand building and enhance the brand influence. In terms of price, Hengda Group should be according to the prices and market competition of price adjustment policy and on the basis of strengthening the construction product, deepen reform of channels, strengthen the network marketing training and the construction of marketing team, give full play to the advantage of "marketing" marketing system, strengthen the control of terminal sales. Through the promotion strategy and the way to expand business, increase investment funds and manpower, through effective promotion efforts, the stability of the market share, to accelerate the promotion of new products.