The Sales & Marketing Strategy Research Of High-end Mineral Water

In the past 15 years, the high-end mineral water market in China develops very fast. Now, it has been one of the highly competitive industries and it has a huge potential in China.Along with the competition and penetration, the high-end mineral water industry are meeting new opportunities and challenges. Furthermore, both organizational structure and marketing approach will be affected deeply in high-end mineral water industry. This paper has important practice and theoretical significance to study the meaning and characteristics of the mineral water product, to analyze its trends and prospects.First of all, the paper introduces the background and significance of the topic, reviews the high-end mineral water products, and make a brief introduction to the relevant marketing theory;Secondly, the sales and marketing status of high-end mineral water products are analyzed. The analysis focus on key marketing approaches, features and some problems, such as production designing, target market, sell channel, marketing targets……It mainly expresses implementations of the marketing strategy of marketing channel, and assessment of the implementation effective of brand marketing strategy.Thirdly, taking a new brand-- Evergrande mineral water as a sample, the paper introduces its business strategy, situation, trends and macro-environment.On the basis of it, analyzed the company’s outside and internal marketing environment. The paper points out the shortage of its brand marketing activities and also some risking it may run, analyzed the shortage and worked out related solutions. In the end of this paper, we made an outlook for further development of Evergrande mineral water.A strong brand is invaluable as the battle for customers intensifies day by day. The conclusion we drew from this paper may not only do Evergrande mineral water great good to keep its advantage in the field of natural mineral water but also give some reference to fellow companies.The high-end mineral water industry in China demonstrate vigor and vitality during its rapid development, I hope this study can play a certain role in promoting the development of China’s high-end mineral water products.