Evergrande Ice Spring Company Strategy Research

Water is the source and the integral part of life. At present, along with the reformation of life style, diversity and quality of water are focused. Not only the basic function, but also the healthy drinking water are highlighted. Therefore, the drinking water companies developed with fierce competitions. In the changing context of current consuption, Chinese drinking water compamies are facing opportunities, but challenges as well. Due to these, how to fully develop the advantages of relative companies and form suitable marketing strategies for continuously improving the market competitiveness and enlarging the market shares of the companies, are the present challenges of drinking water companies to deal with. Relying on the powerful group company, Hengda Icing Copmany produces high-end healthy water and becomes a new star in the filed of mineral water rapidly. Up to now, the company has played an important role in Chinese mineral water market. Nonetheless, Hengda Icing Group Copmany has just experienced a short time in the market, relatively there are some shortages exist. Particularly, as located in the northwest of China, where the consumption concept comparatively lags behind, it is crucial for Hengda Icing Yinchuan Company to act positively. Facing the fierce market competition, the Yinchuan company urgently needs to clarify how to analyze its marketing strategies then refines and forms sutiable strategies for self-development of the company.The writing of this thesis is based on the relative marketing strategies. It analyzes the internal and external environment of Hengda Icing Yinchuan Company through SWOT. By such doing, this thesis figures out the external opportunities and internal advantages; meanwhile, the external threats and internal disadvantages. Based on fully the knowledge and understanding of the developing environment of the company, the thesis sets up more reasonable market strategies. At first, this thesis briefly introduces some market strategies of relative compamies at home, and reviews related literatures of markting theory. Then it analyzes the external environment of Hengda Icing Group Company, including the developing situation and the competition environment in the field of mineral water producing, analyses of external threats and opportunities. The discussion about the internal environment of Hengda Icing Yinchuan Company covers the general introduction of Yinchuan Company, the resources, conditions and existing problems of the company, inner advantages and disadvantages. In the end, this thesis provides some better marketing strategies for Hengda Icing Yinchuan Company according to the WSOT analysis. Furthermore these strategies can offer some valuable references for the development of relevant enterprises.Sincerely, hope the establishment of market strategies for Hengda Icing Yinchuan Company in this thesis can be effective references for its further development. Besides, hope this thesis can be viewed as some enlightenments for the companies troubled in marketing mode.